Developing Tourism in Clare
Tourism Jobs & Revenue
227,000
*Based on 2023 CSO figures
10 Years of The Wild Atlantic Way
The Wild Atlantic Way, the hugely successful tourism brand developed by Fáilte Ireland in response to the global financial crash, was launched to the tourism industry at Meitheal in 2014, and over the last decade has become a globally recognised tourism brand and has provided an economic engine for the west of Ireland.
According to a new report launched in 2024, nearly 2 million more visitors visited the Wild Atlantic Way in 2023 compared with 2013. Tourism is now worth €3billion per year on the Wild Atlantic Way, an increase of 59% on 2013, and this growth has contributed to the creation of an additional 35,000 jobs, with tourism now supporting 121,000 jobs across the region.
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.
€3 billion
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-Inclusive-Tourism.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 Clare
Regional Tourism Strategy for Wild Atlantic Way and Ireland’s Hidden Heartland’s
Clare is included in Fáilte Ireland’s Wild Atlantic Way and Ireland’s Hidden Heartland’s Regional Tourism Development Strategies 2023 – 2027. These roadmaps 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 plans set out a strategic approach to unlocking the commercial potential of the Wild Atlantic Way and Ireland’s Hidden Heartlands. They 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.
Clare is being developed under the following Destination and Experience Development Plans:
• The Burren Visitor Experience Development Plan is complete and at implementation stage.
• The Cliff Coast Destination Experience Development Plan is due to be launched in 2025.
• The Lough Derg Experience Development Plan (IHH).
Investment in Clare
Platform For Growth (2) –Facility Centres for Water Based Activities
Ballycuggaran Killaloe, Co. Clare.
These best-in-class facilities will help extend the outdoor tourism season by providing year-round hot showers, changing rooms, toilets, secure storage, induction spaces, and equipment washdown areas. Accessibility and sustainability will be key focus points for the project, ensuring full wheelchair access and the installation of solar heating panels. It will also feature a Changing Places facility along with an accessible toilet.
€1.2m investment
The Burren Discovery Trail:
Investment by Fáilte Ireland in this route encompassing the inner Burren across both Clare & Galway. Installations commenced in December 2021 with 8 of the 11 installations complete and the final 3 to be completed in line with other projects in the area, specifically Gort aligning with the public realm plan and similarly with Ennistymon Enhancement plan. Each location has a Corten steel doorway with storyboard, the theme of which is mythology & folklore. Since its inception, a Business to Business (B2B) video has been developed which is being utilised by Fáilte Ireland, Tourism Ireland & Tour Operators. A Business to Consumer (B2C) video is currently being developed which is consumer facing and will be used for a digital media plan rollout of the route.
Festivals and Events
€390k investment
Festivals and events are a vital component of the visitor experience for local, domestic and international audience. 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.
Figures and information correct at the time of production (December 2024). Project costs and funding subject to change.
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
Fáilte Ireland Initiatives for Clare
Destination Towns – Ennistymon
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 Clare County Council to develop Ennistymon under this scheme.
Shannon Masterplan
Read the full Feasibility Study on the Future Development and Greening of the Cruise Hire Sector here.
Shannon Estuary Way
The Shannon Tourism Masterplan, led by Waterways Ireland with Fáilte Ireland and 10 Local Authorities, outlines a framework for sustainable tourism from 2020 to 2030. The River Shannon, its lakes and inland waterways are an integral part of the tourism offering in Ireland’s Hidden Heartlands. The Masterplan assesses the strengths and weaknesses of this key tourism asset in Ireland’s Hidden Heartlands and brings forward proposals on how to grow a sustainable domestic and international tourism destination in the Shannon Corridor which respects the nature and diversity of the environment and its people.
One of the key actions of the plan was a Feasibility Study on the Future Development and Greening of the Cruise Hire Sector undertaken to support the sector to transition towards more sustainable practices and enhance the visitor experiences along the Shannon Navigation and Shannon-Erne Waterway up to 2033.
Fáilte Ireland unveiled the roadmap for sustainable development of Cruise-Hire Sector in October 2024.
A 156km route encompassing both County Clare and Limerick with the Shannon Estuary at the heart of the route, with an overall investment of €235K. The route has 11 viewing points with Clare Cut Stone hardware and storyboard, telling a unique story of that area linking to the Estuary and ppening up of new businesses on the development route.
Lough Derg Blueway
Lough Derg Blueway was awarded accreditation by the Blueway Partnership in 2022. The Blueway Partnership is an all-island body comprising Fáilte Ireland, Sport Ireland, Sport Northern Ireland, Waterways Ireland and Tourism Northern Ireland. Fáilte Ireland will explore opportunities to work with businesses and stakeholders to support the development and activation of the Blueway and promotion to consumers.
Cliffs of Moher Master Plan
Fáilte Ireland has invested €230k in the Cliffs of Moher Master Plan which is being delivered by Clare County Council.
The Digital that Delivers programme is a pioneering initiative designed to transform the digital capabilities of attractions, activity providers, strategically funded festivals, and tourism-focused golf courses. This twoyear 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