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Did You Know?

...that cultural tourism is both a global and regional growth area, with 3.5 million overseas cultural visitors spending nearly €2.8 billion in Ireland in 2011?


Do you live in a historic town? Develop tourist infrastructure and enhance visitor experience with these practical guidelines.

Guidelines for developing historic towns in Ireland

Attract cultural tourists

A sightseer and culture seeker (S&CS) is someone for whom exploring a country’s sights and finding out about its culture is the key motivator for going on holiday.

Couple talk to artist in studio

Visitors who engage with Ireland’s culture and heritage tend to:

  • Stay longer

  • Spend more

  • Be affluent, well-travelled, highly educated and socially concerned

  • Be middle-aged couples, either with older or no children

  • Be interested in learning while on holiday

  • Look for themed and authentic experiences

  • Originate in mainland Europe – this market accounts for 43% of tourists visiting cultural and historical attractions  

Learn more about sightseers and culture seekers

Who are they? What do they want? How will you reach them? 

Get essential tips and advice by downloading these individual country profiles.

HeritageToolkit 230x100

Learn how to promote your heritage site more effectively. This guide will help you take advantage of the rich demand for Ireland's built heritage.

Download the built heritage toolkit with online exercises [pdf, 8.83MB]

View the built heritage toolkit online
Culture Tourism Toolkit-1

Tap into a culturally-aware tourist audience and develop your cultural tourism offering with this practical guide to the Irish arts and culture sector.

Download the cultural toolkit with online exercises [pdf, 10.7MB]

View the cultural toolkit online

Share your story

Visitors at heritage sites in IrelandLearn how to use interpretation to create better heritage experiences at your site and increase visitor satisfaction. 

Every attraction and locality has a story to tell and a history to explore. Use our practical guidelines to help you share your stories and measurably improve how visitors experience your site.