• Nearly 6,000 visitors (predominantly international) were interviewed across 34 different visitor attractions (2016 & 2018) to test a range of experience features from amenities and staff, interior layouts, exhibits, information tools to the storytelling and the tour.

See this updated piece of research combining 2016 and 2018 research findings.  

This overseas travel profile looks at overseas tourism with a focus
on holidaymakers from Ireland’s four key markets (North America, Britain, France & Germany) in terms of tourism numbers, revenue, length of stay, regions visited and more.

2017 Topline Tourism Performance by Region & County 

• Overseas Tourist Numbers & Revenue
• Irish Resident Trips & Revenue
• Northern Ireland Resident Trips & Revenue 

Annual Visitor numbers to Attractions free and fee-charging by county for 2015-2017. 

Use our tools and research to learn more about diversifying your market as you prepare for the impact of Brexit on your business.

• Focusing on Key Markets - US, Germany & France
• Needs & Nuances of International Visitors
• Using your online presence to target new markets

This toolkit provides a step-by-step approach to those who own, manage or work within a cultural organisation to deliver an engaging experience to grow  your visitor numbers and revenue.   Highlights include:

• Tips for developing your tourism message 
• Case studies from other cultural organisations
• Working with other cultural and tourism partners 

This toolkit was developed to help visitor attractions in Ireland's Ancient East to find their best stories and tell them in the very best way in the best places, by using their people, their site and a range of communication media creatively,  Relevant for all attractions,  highlights include: 

• Creating storytelling interpretation for multi-lingual audiences 
• A simplified planning process to help you develop a preliminary Interpretation Strategy for your tourism project.

This toolkit was developed to assist existing visitor attractions in Dublin to unlock the great stories they have to offer.  The topics, exercises, and questions are relevant however for all attractions.  Highlights include: 

• Walkthrough exercises for the start, heart and end of the visitor journey
• Measuring the impact of your investment by learning from your visitors

A guide to understanding and developing memorable tourism experiences.  For today;s international tourist, holidays are less about 'doing' something and more about feeling that they are truly  immersed in a place or an activity.  

This guide will help you to understand the components that combine to deliver a memorable tourism experience: 

1. Product

2. Service 

3. Story

4. Narration

Read more about how to deliver an immersive tourism experience........

A snapshot of tourism to all of Ireland's Regions (2017). This profile looks at the volume and value of tourism as well as a pen picture of typical overseas holidaymakers to the region.

• Mid East Region 
• West Region 
• Midlands Region
• Dublin 
• South West Region 
• South East Region 
• Border Region 
• Mid West Region 

Deciding where to go on holiday is an elaborate process and many sources of information and influences come into play. 

Find out more about how to target holidaymakers from Ireland's four key markets: 

• GB
• US
• Germany
• France

How  to protect and retain your Great Britain market share from the impact of Brexit with the help of Failte Ireland's analysis, information and tools.

Stay competitive and monitor your businesses performance with our tools and information to help you prepare for Brexit.

• Trading Globally
• Measuring Your Online Presence
• Understand Routes to Market
• Tactical Pricing and Contracting

Designed as a resource for people who own, manage and work at Ireland’s heritage sites, this toolkit aims to help you grow your visitor numbers by enhancing the on-site experience and  promoting your site effectively. 

Highlights include:

• nine exercises which bring everything together into 2 action plans - a marketing action plan and one for your       on-site experience.

A one stop shop for key statistics on Ireland’s overseas and domestic tourist performance in 2018.

Overseas Tourists 

• Tourist Numbers by source market (2013-2017)
• Tourist Revenue 
• Regional Performance by source market
• Month of arrival
• Where did overseas tourists stay
• Activities  tourists engaged in 
• Profile of tourists

Domestic 

• Domestic trips
• Domestic expenditure 
• Where domestic holidaymakers stay 
• Length of stay by time of year
• Activities  domestic holidaymakers engaged in

This manual focuses on what you can do to make a measurable
improvement to how visitors experience your heritage site.  It contains advice on good practice illustrated by examples from successful attractions both at home and abroad.  

Highlights include: 

• Making the most of your site by finding the locations and experiences that can create enduring memories 
• Criteria for choosing interpretation media.