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The Dublin Regional Tourism Development Strategy 2023-27 is a roadmap for the tourism industry and all stakeholders involved in tourism in the region to navigate the current challenges and steer a course towards a sustainable recovery and continued success. The plan sets out a strategic approach to unlocking the commercial potential of Dublin. It will ensure focus on tourism development is sustainable and regenerative and that the benefits accrue to local communities and to nature.
The strategy has been prepared during a time of unprecedented uncertainty. Despite having weathered the disruption caused by Brexit and COVID-19, the industry is now facing into an energy crisis of unprecedented scale resulting in further uncertainty.
One of the most important parts of this strategy will be to support our tourism providers with the skills they need to navigate an uncertain operational environment and to be prepared to seize the opportunity when it presents itself.
In recognising the challenges facing the industry in terms of labour shortages and rising input costs, we will deliver supports in a number of ways. These include Account Management, Network and Cluster Development and the implementation of National Support Programmes.
The Regional Tourism Development Strategy 2023– 2027 is primarily informed by the Government’s Tourism Strategy People, Place and Policy: Growing Tourism to 2025, the Department of Tourism, Culture, Arts, Gaeltacht, Sport and Media Statement of Strategy 2021-2023, Fáilte Ireland’s Strategy to 2023 – From Survival to Recovery and the report of the Sustainable Tourism Working Group Actions to Promote Sustainable Tourism Practices 2021-2023. The Strategy is also informed by planning policy (the National Planning Framework, the Regional Spatial and Economic Strategies and lower tier plans).
The Context
Dublin is the key access point for the island of Ireland and is often the first and/or last experience visitors have of the country. Its traditionally strong air access has also made it the key city break destination in Ireland. For many overseas consumers, it is their only experience of Ireland. This strong access, combined with good conference facilities, has also seen Dublin enjoy sustained growth in the high value Meetings, Incentive, Conference and Events (MICE) business. Equally, the city’s sporting and events infrastructure enables it to attract many domestic visitors. The tourism economy and associated visitor numbers for Dublin were impressive prior to COVID-19. Nationally, Dublin accounts for over two thirds of all overseas tourists to Ireland. Tourism revenue pre pandemic was €2.6bn, 85% of this revenue coming from overseas tourists. Tourism is also important in terms of employment, with the industry supporting just under 70,000 jobs in 2019.
Accommodation forms a strategically important element of the tourism sector but is also a limiting factor in tourism development – without it destinations cannot grow the length of stay that grows the visitor economy in a way that optimises benefits for local communities in terms of spend and job creation. We will continue to influence and shape accommodation development in the longer term, including a study on the economic & social contribution of tourist accommodation in Dublin to ensure that product is fit for purpose, future-proofed and there is a healthy pipeline of new capacity.
Our Ambition
Our ambition for this strategy is to drive recovery and growth of the visitor economy in Dublin to create sustainable, high-quality jobs in the sector to support and strengthen local communities, while protecting our natural environment and heritage. This will be achieved by driving spend from existing core market segments by increasing dwell time and the range of activities visitors engage in, cultivating new segments by maximising the outdoor offering. The aim is to drive penetration (increasing the number of things visitors do on their trips) and increase length of stay, thus focusing on value over volume. In doing so, we will redefine tourism success based on our sustainability goals.
Considering the restrictions in place in Q1, 2022 has been a strong year across the region aided by pent-up demand and deferred bookings from the previous two years. 2023 and beyond are expected to be challenging yet more predictable in terms of booking patterns. Forecasting the rate and pace of recovery and growth is difficult but at a minimum we expect a return to 2019 levels of revenue by 2026, in inflation adjusted terms, with an ambition to exceed this.
We also expect an additional 5% supply side capacity (accommodation, visitor attractions, activity providers, etc.) to come on stream over the period of this strategy, which would be achieved through optimising existing assets (e.g., longer opening hours) as well as developing new stock.
It is Fáilte Ireland’s long-term objective to ensure a greater regional spread of the socio-economic benefits of tourism across the country. For Dublin, this means a greater focus on the development of tourism along the coast and in the mountains, while optimizing and enhancing the tourism offering in the city centre, ensuring exceptional visitor experiences are at the core for domestic and international visitors while staying within existing infrastructural and environmental capacities. While the short-term focus is on recovery in all areas, as the recovery progresses, we will set more specific regional targets which will be considered at the mid-term review of this Regional Tourism Development Strategy informed by the Department of Tourism, Culture, Arts, Gaeltacht, Sport and Media,Tourism Ireland’s and Fáilte Ireland’s new statements of strategy which are due to be delivered in 2023/24.
The 10-Year Vision
It’s 2033 and Dublin ranks in the top 3 of its competitive set* with tourists choosing to visit because of its uniqueness as a vibrant city centre nestled between mountains and a UNESCO bay, and because it’s a recognised global leader for sustainable business events. Both domestic and international tourists are staying longer and doing more, enjoying experiences that surprise and delight, from distinct “urban villages” across the city, each with a unique experience to offer, to an easily accessible mountain offering overlooking the city-scape, and a bay peppered with characterful coastal villages, built heritage and water adventures. There is lots to see and do, both day and night, with iconic attractions, best in class experiences, world class food, live music and events, internationally renowned festivals and unrivalled nightlife. Locals are at the heart of the authentic visitor experience, as they share their stories and their city in an engaging and inherently Dublin way. Visitors can navigate their way seamlessly across the region using ticket-less public transport and wayfinding that is accessible in their own language.
The Challenge
Dublin is made up of distinct geographies across the region – the bustling city centre nestled between the mountains and a UNESCO bay, each at differing stages of tourism development. Dublin needs to grow its appeal to new markets, including key domestic segments, while also continuing to develop and enhance experiences that will encourage visitors to do more while they are here. Our key challenge is to continue to evolve and activate a relevant and motivating city destination that will attract both high-yield international and domestic visitors by effectively mobilising and aligning stakeholders behind a singular coherent vision and visitor experience offering that extends stay all year round.
Strategic Approach
The Dublin Regional Tourism Development Strategy will achieve a new vision for tourism in the region by focusing on the following strategic objectives:
The following paragraphs outline how we will work collectively to achieve the opportunity presented by tackling the challenges that face the sustainable development of the region.
The Dublin Regional Tourism Development Strategy 2023-27 is a roadmap for the tourism industry and all stakeholders involved in tourism in the region to navigate the current challenges and steer a course towards a sustainable recovery and continued success. The plan sets out a strategic approach to unlocking the commercial potential of Dublin. It will ensure focus on tourism development is sustainable and regenerative and that the benefits accrue to local communities and to nature.
The strategy has been prepared during a time of unprecedented uncertainty. Despite having weathered the disruption caused by Brexit and COVID-19, the industry is now facing into an energy crisis of unprecedented scale resulting in further uncertainty.
One of the most important parts of this strategy will be to support our tourism providers with the skills they need to navigate an uncertain operational environment and to be prepared to seize the opportunity when it presents itself.
In recognising the challenges facing the industry in terms of labour shortages and rising input costs, we will deliver supports in a number of ways. These include Account Management, Network and Cluster Development and the implementation of National Support Programmes.
The Regional Tourism Development Strategy 2023– 2027 is primarily informed by the Government’s Tourism Strategy People, Place and Policy: Growing Tourism to 2025, the Department of Tourism, Culture, Arts, Gaeltacht, Sport and Media Statement of Strategy 2021-2023, Fáilte Ireland’s Strategy to 2023 – From Survival to Recovery and the report of the Sustainable Tourism Working Group Actions to Promote Sustainable Tourism Practices 2021-2023. The Strategy is also informed by planning policy (the National Planning Framework, the Regional Spatial and Economic Strategies and lower tier plans).
The Context
Dublin is the key access point for the island of Ireland and is often the first and/or last experience visitors have of the country. Its traditionally strong air access has also made it the key city break destination in Ireland. For many overseas consumers, it is their only experience of Ireland. This strong access, combined with good conference facilities, has also seen Dublin enjoy sustained growth in the high value Meetings, Incentive, Conference and Events (MICE) business. Equally, the city’s sporting and events infrastructure enables it to attract many domestic visitors. The tourism economy and associated visitor numbers for Dublin were impressive prior to COVID-19. Nationally, Dublin accounts for over two thirds of all overseas tourists to Ireland. Tourism revenue pre pandemic was €2.6bn, 85% of this revenue coming from overseas tourists. Tourism is also important in terms of employment, with the industry supporting just under 70,000 jobs in 2019.
Accommodation forms a strategically important element of the tourism sector but is also a limiting factor in tourism development – without it destinations cannot grow the length of stay that grows the visitor economy in a way that optimises benefits for local communities in terms of spend and job creation. We will continue to influence and shape accommodation development in the longer term, including a study on the economic & social contribution of tourist accommodation in Dublin to ensure that product is fit for purpose, future-proofed and there is a healthy pipeline of new capacity.
Our Ambition
Our ambition for this strategy is to drive recovery and growth of the visitor economy in Dublin to create sustainable, high-quality jobs in the sector to support and strengthen local communities, while protecting our natural environment and heritage. This will be achieved by driving spend from existing core market segments by increasing dwell time and the range of activities visitors engage in, cultivating new segments by maximising the outdoor offering. The aim is to drive penetration (increasing the number of things visitors do on their trips) and increase length of stay, thus focusing on value over volume. In doing so, we will redefine tourism success based on our sustainability goals.
Considering the restrictions in place in Q1, 2022 has been a strong year across the region aided by pent-up demand and deferred bookings from the previous two years. 2023 and beyond are expected to be challenging yet more predictable in terms of booking patterns. Forecasting the rate and pace of recovery and growth is difficult but at a minimum we expect a return to 2019 levels of revenue by 2026, in inflation adjusted terms, with an ambition to exceed this.
We also expect an additional 5% supply side capacity (accommodation, visitor attractions, activity providers, etc.) to come on stream over the period of this strategy, which would be achieved through optimising existing assets (e.g., longer opening hours) as well as developing new stock.
It is Fáilte Ireland’s long-term objective to ensure a greater regional spread of the socio-economic benefits of tourism across the country. For Dublin, this means a greater focus on the development of tourism along the coast and in the mountains, while optimizing and enhancing the tourism offering in the city centre, ensuring exceptional visitor experiences are at the core for domestic and international visitors while staying within existing infrastructural and environmental capacities. While the short-term focus is on recovery in all areas, as the recovery progresses, we will set more specific regional targets which will be considered at the mid-term review of this Regional Tourism Development Strategy informed by the Department of Tourism, Culture, Arts, Gaeltacht, Sport and Media,Tourism Ireland’s and Fáilte Ireland’s new statements of strategy which are due to be delivered in 2023/24.
The 10-Year Vision
It’s 2033 and Dublin ranks in the top 3 of its competitive set* with tourists choosing to visit because of its uniqueness as a vibrant city centre nestled between mountains and a UNESCO bay, and because it’s a recognised global leader for sustainable business events. Both domestic and international tourists are staying longer and doing more, enjoying experiences that surprise and delight, from distinct “urban villages” across the city, each with a unique experience to offer, to an easily accessible mountain offering overlooking the city-scape, and a bay peppered with characterful coastal villages, built heritage and water adventures. There is lots to see and do, both day and night, with iconic attractions, best in class experiences, world class food, live music and events, internationally renowned festivals and unrivalled nightlife. Locals are at the heart of the authentic visitor experience, as they share their stories and their city in an engaging and inherently Dublin way. Visitors can navigate their way seamlessly across the region using ticket-less public transport and wayfinding that is accessible in their own language.
The Challenge
Dublin is made up of distinct geographies across the region – the bustling city centre nestled between the mountains and a UNESCO bay, each at differing stages of tourism development. Dublin needs to grow its appeal to new markets, including key domestic segments, while also continuing to develop and enhance experiences that will encourage visitors to do more while they are here. Our key challenge is to continue to evolve and activate a relevant and motivating city destination that will attract both high-yield international and domestic visitors by effectively mobilising and aligning stakeholders behind a singular coherent vision and visitor experience offering that extends stay all year round.
Strategic Approach
The Dublin Regional Tourism Development Strategy will achieve a new vision for tourism in the region by focusing on the following strategic objectives:
The following paragraphs outline how we will work collectively to achieve the opportunity presented by tackling the challenges that face the sustainable development of the region.
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