Festivals and events have been identified as being an important component of the Irish tourism product offering. Festivals provide opportunities to showcase culture, people and places, thereby greatly improving the visitor experience of Ireland. They also help improve the distribution of tourism revenue around the country. Consequently, Fáilte Ireland provides considerable support to festivals, investing nearly €3.5m in 214 festivals and events in 2015.
About the 2016 Programme
Recent performance of overseas markets has been encouraging. As we look towards the future it's important that we build on recent momentum to drive growth internationally. A key objective is to build sustainable international sales, driving accelerated growth from key overseas markets. A new approach to identifying and defining best prospects for growth has been put in place, focusing on:
Consumer segmentation (culturally curious, social energisers, great escapers);
Focus on visitor experiences (vibe of the city, living historical stories, connecting with people of Ireland, awakening the senses, getting active in nature);
Clearly defined programme areas (Dublin, Wild Atlantic Way, Ireland's Ancient East).