Developing Tourism in Carlow
Tourism Jobs & Revenue *
Tourism delivered €10bn in expenditure between the overseas and domestic markets
*Based on 2023 CSO figures
Tourism generates €2.9bn in exchequer revenue – the equivalent of €1,600 per household
It is estimated that tourism industries account for 227,000 jobs nationwide
Domestic Marketing
At Fáilte Ireland, our marketing aims to inspire domestic tourism by encouraging short breaks in Ireland, with a goal to boost year-round tourism revenue spread across the country. Our Keep Discovering domestic campaign is the cornerstone of our consumer marketing strategy, promoting regions to visitors from the Republic of Ireland and Northern Ireland through various high reach channels including TV, video-on-demand, digital, media partnerships and an extensive PR and Influencer plan.
Additionally, our sponsorship of RTÉ Weather reaches 1.6 million people on average 8 times per week, providing a great platform to deliver timely, relevant and compelling messages to encourage viewers to Keep Discovering Ireland all year round.
Carlow Castle
Driving Climate Action for Tourism Businesses
Tackling climate change is one of the biggest challenges and opportunities facing tourism businesses today. Fáilte Ireland’s Climate Action Programme is delivered by Fáilte Ireland and a team of sustainability advisors who will mentor and guide businesses over a three-year period providing hands-on support and investment advice for tourism businesses aiming to become more sustainable and will help drive real change in businesses.
In line with government targets, the Programme will focus on reducing carbon emissions and saving money, along with broader areas like energy and waste management, water consumption, renewables, and biodiversity. More information on the Climate Action Programme can be found at https://supports.failteireland.ie/climate-action/
Accessible and Inclusive Tourism
Fáilte Ireland’s ambition is to support all tourism businesses improve their inclusive offerings and ensure that destinations, products, and services are accessible to all. Our 2025 plans focus on raising awareness of accessibility and inclusion, building capacity, and offering more choices for all.
We embrace the principle of ‘nothing about us without us’ to make Ireland a leading accessible and inclusive destination. Together, we can create welcoming tourism experiences that enhance our communities as great places to visit and live.
For more information please visit: https://www.failteireland. ie/Development-menu-item/Accessible-and-InclusiveTourism.aspx
Building excellent employment
Since Fáilte Ireland launched its Employer Excellence Programme in 2022, 30,000 employees and 300 businesses across the tourism sector have benefited from the programme. This three-year programme enhances retention, reward recognition, and communication. Additionally, the programme offers benefits such as top-tier people management training, access to an employee survey provider, expert HR advice, and the opportunity to be acknowledged as an Excellent Employer at our annual awards.
To support businesses to upskill new and existing employees, Fáilte Ireland launched learniFI, an online learning platform to drive professional development with over 250 tailored courses and dynamic live learning sessions across key business disciplines including HR, Finance and Climate Action. To help build the future pipeline of talent, the Fáilte Ireland Work Experience Programme connects Transition Year students with local tourism businesses, providing work experience and helping build a future talent pipeline. For more information, visit www.failteireland.ie/tourismcareers
Development in Carlow Regional
Tourism Strategy for Ireland’s Ancient East
Carlow is included in Fáilte Ireland’s Ireland’s Ancient East Regional Tourism Development Strategy 2023 – 2027. This roadmap for the tourism industry and all stakeholders involved in tourism in the region will help 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 Ireland’s Ancient East. It will ensure focus on tourism development is sustainable and regenerative and that the benefits accrue to local communities and to nature.
Destination and Experience Development Plans
Destination and Experience Development Plans (DEDPs) are 5-year sustainable tourism development plans for a destination, which bring public and private sector organisations together to prioritise tourism development projects and maximise their chance for success.
The Carlow Destination and Experience Development Plan is due to commence in Q1 2025.
Investment in Carlow
Destination Towns –Carlow Town
Fáilte Ireland’s Destination Towns scheme is designed to boost the attractiveness and tourism appeal of towns nationwide, and is funded under the Government’s Project Ireland 2040 Strategy. Fáilte Ireland allocated €500,000 in funding to Carlow County Council to develop Carlow under this scheme.
Festivals and Events
Festivals and events are a vital component of the visitor experience for local, domestic and international audiences. Fáilte Ireland has identified tourism focused festivals and events as a key driver for tourism growth, particularly in the off-season. Festivals and participative events serve to increase both awareness of and dwell time in the destination, while also adding variety and diversity to the area. Investment in and business development support for festivals is helping to drive growth in the regions and draw both domestic and overseas visitors to different parts of the country in the off-peak season.
Fáilte Ireland provides funding for local and community festivals through its ‘Regional Festivals Programme’, which has been managed by Local Authorities since 2018. In addition to this Fáilte Ireland’s own Strategic Festivals Fund supports over 40 Festivals and Participative Events with a tourism focus.
Fáilte Ireland’s Champions Programme
Fáilte Ireland’s Champions Programme is designed to help tourism businesses enhance their team’s customer service skills and build local product knowledge. The programme is tailored to each of our regional experience brands (Ireland’s Ancient East, Ireland’s Hidden Heartlands, Wild Atlantic Way and Dublin) combining our successful Local Experts and Service Excellence programmes, with specialised training in accessible tourism. Frontline tourism professionals and anyone who engages with visitors, are invited to register for one of our free Champions Programme workshops. For more info on upcoming workshops see https://www.failteireland.ie/Product-development/champions-programme.aspx
Carlow Town
Fáilte Ireland Initiatives for Carlow
Barrow Tourism Masterplan
This project will be delivered under the umbrella of the Fáilte Ireland and Waterways Ireland strategic partnership. It is due to commence in Q1 2025. Carlow County Council will be the lead council on the project along with the local authorities of Kildare, Laois and Kilkenny.
Carlow Garden Trail Programme
During Q4 2024 Fáilte Ireland supported a 12-week sustainability programme for members of the Carlow Garden Trail. The programme highlighted the vital role of sustainability in shaping the future of tourism in County Carlow and marked a significant step in positioning Carlow not only as a destination renowned for its stunning gardens, but also as a leader committed to a sustainable and environmentally responsible future.
Carlow Networking
In 2024, Fáilte Ireland hosted an update and networking event for Carlow’s tourism industry, sharing updates on Fáilte Ireland investments and initiatives. The event facilitated networking among local tourism businesses to share insights, foster collaboration, and promote crossselling between accommodation providers and visitor experiences, encouraging visitors to extend their stay in County Carlow.
The Digital that Delivers programme is a pioneering initiative designed to transform the digital capabilities of attractions, activity providers, strategically funded festivals, and tourismfocused golf courses. This two-year development programme aims to equip up to 720 businesses with essential digital tools, skills and strategies to improve their online presence. Created in response to research highlighting low adoption of digital technology in these sectors, the programme provides resources to activate and optimise booking systems, develop accessible websites, improve customer engagement, and boost sales. It supports Fáilte Ireland’s mission to attract more visitors to emerging regions and destinations.
By the end of 2026, the programme will have awarded, up to €18.4 million in investment grant-aid to businesses throughout Ireland. Fáilte Ireland predicts this investment will generate €408 million in additional economic activity over a 10-year period, supporting up to 11,000 sustainable jobs across Ireland.
Fáilte Ireland is the National Tourism Development Authority and is funded by the Government of Ireland through the Department of Tourism, Culture, Arts, Gaeltacht, Sport and Media
