Developing Tourism in Kerry
Tourism Jobs & Revenue
generates €2.9bn in exchequer revenue – the equivalent of €1,600 per household
227,000 jobs nationwide
*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 Kerry
Regional Tourism Strategy for Wild Atlantic Way
Kerry is included in Fáilte Ireland’s Wild Atlantic Way Regional Tourism Development Strategy 2023-2027. This roadmap for the tourism industry and all stakeholders involved in tourism in the regions 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. 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.
Skellig Coast DEDP
Fáilte Ireland is currently compiling a final close out report and the current implementation group will come to a close. Working collaboratively with industry and stakeholders will commence a new DEDP in 2025.
Killarney DEDP
The plan is designed to build on a new collective vision for tourism in Killarney and improve visitor experiences while reinforcing its role as a key base for exploring the wider Kerry tourism economy. Progress includes the creation of a fresh brand for Killarney, the Killarney Sustainable Energy Community project, international benchmarking and working with the National Parks and Wildlife Service to create new materials for visitors to walk and hike in the National Park all which will position Killarney as a world-class tourist destination domestically and internationally.
Cliff Coast DEDP
The Cliff Coast DEDP covers the destination geography of North Kerry and West Clare renowned along the Wild Atlantic Way for its rich coastal cliff scenery. The role of the Cliff Coast Destination and Experience Development Plan is to support the development of unique and compelling destination experiences focused on the Cliffs Coast’s rural and coastal heritage. This is due to launch in Q1 2025.
Dingle DEDP
The Dingle DEDP is in year 4 of development and all actions in the plan are in progress. One of the key components of the plan relates to traffic management and Fáilte Ireland have supported the development of a traffic management pilot in 2022 and 2023 to better manage the flow of traffic and the one way system around Slea Head, improving the visitor experience and reducing congestion for the local community. As a designated decarbonisation zone for Kerry, Corca Dhuibhne has also been chosen to champion the Tourism Sustainable Energy Community, which, with over 120 members registered, will see the tourism industry on the peninsula align their efforts in reducing their carbon output and cut energy costs.
West Cork & Kenmare DEDP
This DEDP runs from Kinsale in Cork to Kenmare in Kerry along the Wild Atlantic Way Coastline taking in the Mizen, Sheep’s Head and Beara peninsulas.
The DEDP catchment also takes in Macroom and the Mhuscraí Gaeltacht & Lee Valley areas of West Cork. The actions, which have been signed off by industry, Local Authority and other agency partners, are focused on addressing a range of challenges and opportunities in areas such as visitor distribution, artisan food development including the night-time economy, opening up the outdoors, the development and enhancement of indoor attractions and, marketing & PR. This DEDP launched in October 2023.
Investment in Kerry
Capital Investment in Kerry
Platform For Growth (2) – Facility Centres for Water Based Activities
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.
The Blasket Centre and Viewing Platform, Dún Chaoin, Co Kerry (Ionad an Bhlascaoid)
The Blasket Centre reopened for business following an extensive rejuvenation and renovation of the building. A comprehensive improvement package including a walkway and viewing platform was developed at the Centre and opened at the end of June 2022.
Wild Atlantic Way Discovery Point at Bray Head, Valentia Island, Co Kerry
Fáilte Ireland working in conjunction with Kerry County Council, will invest €2.13 million in funding to Bray Head. The proposed works will improve the visitor experience at the Wild Atlantic Way Discovery Point at Bray Head, Valentia Island. Expected completion date is July 2025.
Festivals and Events
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. Festival and participant 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 Irelands own Strategic Festivals Fund supports over 40 Festivals and Participative Events with a tourism focus. €1.6m
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
Ballybunion (€1.2m)
Fenit (€1.2m)
Maherabeg, Dingle Peninsula (€1.2m)
Fáilte Ireland Initiatives for Kerry
Destination Towns – Tralee
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 Kerry County Council to develop Tralee under this scheme.
The Kingdom of Kerry Greenways
The Kingdom of Kerry Greenways is in two sections, one section links Listowel to the existing Limerick Greenway at the Kerry / Limerick County border. This 12km section in Kerry links seamlessly with the 43km Limerick Greenway, the route brings you through beautiful North Kerry into the Heritage town of Listowel.
Platforms for Growth Gala Dinner Venues Investment Scheme
€1 million investment allocated across five projects to facilitate the development of gala dinner venues of scale in four of Ireland’s business events hubs - Dublin, Kerry, the Shannon Region and Galway.
• Killarney Brewing & Distilling Visitors Experience Limited, Kerry
• Claregalway Castle, Galway
• St Nicholas’ Collegiate Church, Galway
• Saint Mary’s Cathedral, Limerick
• Custom House Quarter Ltd., Dublin
Gaeilge agus Fáilte
The Second section links Kerry’s capital town of Tralee to the maritime town of Fenit. This 13.6km section passing near some of Kerry’s finest seafood restaurants with striking views of Tralee Bay. Tralee has so many options with wonderful accommodation and attractions, the Kerry County Museum, the Tralee Bay Wetlands and Eco Park, the Aqua Dome and Blennerville Windmill. Fenit offers a lovely beach with water sports and water sports activity providers. See the signature Great Samphire Island with its lighthouse in the bay.
Fáilte Ireland has launched an exciting new initiative called Gaeilge agus Fáilte, aimed at promoting the Irish language through a pilot scheme. This initiative focuses on creating new content and promotional campaigns for businesses in Gaeltacht regions, where the Irish language is an integral part of the tourism experience. By highlighting these businesses, the scheme aims to attract visitors interested in Ireland’s rich linguistic and cultural heritage. This effort supports local economies and fosters a deeper appreciation of the Irish language and its role in the country’s cultural identity.
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 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 10year period, supporting up to 11,000 sustainable jobs across Ireland.
Ireland is the National Tourism Development Authority and is funded by
Fáilte
the Government of Ireland through the Department of Tourism, Culture, Arts, Gaeltacht, Sport and Media