September Industry Newsletter - Update from Fáilte Ireland CEO, Paul Kelly

With restrictions for tourism and hospitality businesses starting to ease, Fáilte Ireland’s priority now is to drive demand in the shoulder season. The next phase of our ‘Keep Discovering’ domestic marketing campaign gets underway today at a national, regional and county level with a focus on county content to inspire planning and drive bookings. Our national online sales campaign is also now live across 15 platforms with a customer reach in excess of 10million. 

This week we announced the locations of 38 new outdoor public dining facilities to be developed across the country under Fáilte Ireland’s Local Authority Weatherproofing & Outdoor Dining Enhancement Scheme. Implemented in partnership with Local Authorities, this will build on strengthening the outdoor dining offering around Ireland. We have learned during COVID-19 that people want the option of dining outdoors; this scheme will make dining areas suitable in a wider range of weather conditions so that they can be used for longer periods of the year, helping businesses towards sustainable recovery.

As you know, recruitment continues to be a significant challenge for the tourism and hospitality sector, with up to two-thirds of businesses reporting reduced capacity due to staff shortages. We have been collaborating with industry to help address this issue and have launched #BeThePulse, a new recruitment marketing and awareness campaign to help attract new staff to the industry. This high reach, multi-channel campaign is currently running across national and local radio, print, social media and digital platforms allowing for specific targeting of regions and job roles that require the most support.

We have created a new suite of expert financial planning supports to help you manage day-to-day finances and plan for the future including practical videos, tools and templates on areas such as P&L and scenario analysis, business liquidity and cost reduction.

Finally, a reminder that applications for the next two phases of the Strategic Tourism Business Continuity Scheme close at 12 noon on Friday 17th September 2021. These phases provide financial support to visitor attractions, outdoor tourism activity operators and tourism accommodation providers and I would encourage businesses to check their eligibility and apply now.  

Please continue to visit our Business Support Hub for support and guidance. 

Paul Kelly,


CEO, Fáilte Ireland

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