Fáilte Ireland has unveiled a new five-year strategy aimed at boosting and sustaining tourism across Dublin City. The Dublin City Destination and Experience Development Plan (DEDP) was officially launched last night at Bewley’s Café on Grafton Street, with the Lord Mayor of Dublin, Councillor Ray McAdam, in attendance. This ambitious plan outlines a collaborative vision to create a more sustainable, balanced, and enriching tourism experience throughout the capital.
Developed in partnership with a wide range of stakeholders, to support sustainable, year-round tourism that contributes to Dublin’s social and economic vitality. Key stakeholders and industry in the area were consulted and contributed to the plan including Dublin City Council, the Office of Public Works, Waterways Ireland, the Irish Tourism Industry Confederation, and a wide range of tourism businesses.
The five-year plan builds on a range of destination development projects designed to extend the tourism season, encourage exploration beyond the city’s traditional hotspots and diversify Dublin’s tourism offering.
It includes the expansion of the Dubline trail into new areas and neighbourhoods, connecting visitors to a wider range of the city’s cultural sites and historical landmarks. In collaboration with the National Cultural Institutions, it also focuses on elevating Dublin’s unique cultural profile, supporting programming and new experiences, and positioning culture at the heart of Dublin’s tourism offering. A key part of the plan is to empower Dubliners to share their own stories, continuing the city’s rich storytelling heritage and celebrating its vibrant community of storytellers.
The broader plan also places renewed emphasis on community-led cultural initiatives and immersive experiences that extend into the evening. New festivals and events during the shoulder season will foster deeper engagement with local communities and help cement Dublin as a vibrant, year-round destination.
Speaking about the plan, Paul Kelly, CEO of Fáilte Ireland said:
“The Dublin City Destination and Experience Development Plan (DEDP) sets out a collaborative vision to shape the future of tourism in our capital. Dublin is not only the gateway to Ireland for many international visitors, but it is also a city of neighbourhoods, of rich heritage, and of vibrant communities. This five-year plan is about unlocking the full potential of those communities and ensuring that tourism works for everyone — residents, businesses, and visitors alike.
Through targeted initiatives such as the expansion of the Dubline trail, the development of immersive cultural experiences, and the promotion of year-round programming, the plan aims to diversify Dublin’s tourism offering and encourage more balanced visitor movement across the city and across the year. Delivering on this ambition will require strong collaboration with our partners across the public, private, and community sectors. Their insights, expertise, and commitment are vital to ensuring that Dublin continues to thrive as a world-class destination that benefits all.”
Liz Halpin, Head of Dublin at Fáilte Ireland said:
“Dublin’s cultural institutions are central to what makes the city so distinctive and compelling. This plan places a renewed emphasis on working with these institutions to develop innovative programming and experiences that reflect the depth and diversity of our cultural landscape.
By putting culture at the heart of the visitor experience, we’re not only enhancing what Dublin offers to tourists—we’re also celebrating the creativity and identity of the city itself. The DEDP is a key step in ensuring Dublin continues to grow as a vibrant, year-round destination that locals are proud of and visitors are inspired by.”
Mary Mac Sweeney, Executive Manager, Economic Development, Dublin City Council said:
"Many of our staff play a key role in enhancing the experience for all those who visit Dublin, locals and visitors alike. Dublin City Council is dedicating further resources to investing in how the city looks and feels, a cleaner, greener and safer city with dedicated Tourism, Events, Night-Time Economy and City Rejuvenation staff, who will co-ordinate work across the council with a range of key stakeholders, to deliver on the actions that underpin this plan to ensure a more attractive city for all."
The Dublin City Destination and Experience Development Plan has been developed through a collaborative approach and will rely on the continued partnership of local tourism businesses, stakeholders and communities working alongside Fáilte Ireland over the next five years. Its implementation is supported by a range of wider strategic initiatives that are essential to enhancing the overall visitor experience in the capital.
The plan complements the recommendations of the Taoiseach’s Taskforce on Dublin City Centre, launched in October 2024, ensuring a coordinated and holistic approach to making Dublin a more welcoming, dynamic and accessible city for both visitors and locals.
Read the full Dublin City Destination and Experience Development Plan here
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