Developing Tourism in Limerick
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.
Limerick is uniquely positioned within the Wild Atlantic Way, and was designated as a Wild Atlantic Way Gateway City in June 2021.
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 Limerick
Ireland’s Hidden Heartlands and Wild Atlantic Way Gateway City
Limerick is included in Fáilte Ireland’s Ireland’s Hidden Heartlands and Wild Atlantic Way Regional Tourism Development Strategies 2023 – 2027. The strategies are a 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. These plans set out a strategic approach to unlocking the commercial potential of Ireland’s Hidden Heartlands and Limerick City’s special designation as a Wild Atlantic Way Gateway City. 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.
The Limerick DEDP is a five-year plan (2021 -2026) that outlines a series of actions to transform Limerick into a compelling visitor destination and base for exploring the WIid Atlantic Way.
The Ballyhoura DEDP (IHH) is due for completion in 2025.
Investment in Limerick
Platforms for Growth Gala Dinner Venues
Investment Scheme
€1.0m
€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.
• Claregalway Castle, Galway
• Custom House Quarter Ltd., Dublin
• Saint Mary’s Cathedral, Limerick
• Killarney Brewing & Distilling Visitors Experience Limited, Kerry
• St Nicholas’ Collegiate Church, Galway
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. 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
Figures correct at time of production (December 2024). All project costs and funding subject to change.
Fáilte Ireland Initiatives for Limerick
Destination Towns – Limerick City
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 €468,750 in funding to Limerick County Council to develop Limerick City under this scheme.
Abbeyfeale it represents a €10m investment by Limerick City and County Council. It is designed to open up west Limerick to new businesses and tourism potential and will eventually link up with the Kerry greenway giving cyclists and walkers a new sustainable and completely accessible route all the way to Fenit in Tralee Bay, Co Kerry.
The Beara Breifne Way
The Beara Breifne Way, a 700km trail through counties Cork, Limerick, Tipperary, Offaly, Galway, Roscommon, Sligo, Leitrim, and Cavan, is Ireland’s largest community-based project supported by community groups and volunteers. Since 2001, it has been supported by various stakeholders, including The Heritage Council, Fáilte Ireland, and local authorities. Recognized as a Signature Visitor Experience in Ireland’s Hidden Heartlands, it also intersects with the Wild Atlantic Way and Ireland’s Ancient East.
Fáilte Ireland is working with public and private stakeholders to establish a governance structure for the trail, covering local, county, and national levels, aimed at sustainable development and minimal environmental impact. A finalized governance plan is expected by 2025.
The Limerick Greenway
The Limerick Greenway, described as one of the biggest outdoor and most transformative tourist amenity projects ever undertaken in Limerick, opened on July 2nd 2021. Stretching 40km from Rathkeale to
International Mountain Biking Project total project worth
c.€13m
Rural Regeneration and Development Fund (RRDF) Partnership Project with Coillte and other relevant Local Authorities.
This flagship national project will develop five international standard Mountain Biking Centres and 191km of new Mountain Biking looped trails, to drive economic growth across rural Ireland, as well as providing recreational, health and tourism benefits in the following locations.
• Ballyhoura (Limerick and Cork)
• Coolaney (Sligo)
• Ticknock (Dublin)
• Ballinastoe (Wicklow)
• Slieve Blooms (Offaly and Laois)
King John’s Castle Masterplan
In March 2024, a multi-disciplinary design team were appointed to prepare a Masterplan that will guide the transformation of the iconic 13th century castle into a world-class visitor attraction. Preliminary concepts designs have now been completed.
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
Fáilte
the National Tourism Development Authority and is funded by the Government of Ireland through the Department of Tourism, Culture, Arts, Gaeltacht, Sport and Media