The unstoppable rise of the experiential tourism trend means that Ireland must work hard to provide discerning visitors with distinctive once-in-a-lifetime experiences. As Brexit casts a shadow over the Irish tourism industry, Fáilte Ireland unveils its most ambitious plans yet.

Today's tourist is a demanding individual — not content to passively visit a destination, their priority is now to truly experience it, to get under the skin of the local culture, meet real people and discover authentic stories. And as the uncertainty of Brexit looms large over Europe, providing unique and memorable activities to entice sophisticated tourists is more important than ever.

The Irish tourism industry is bracing itself for hard times ahead, with 2019 a mixed bag in terms of visitor numbers and a fall-off in British tourist spending set to continue. Fáilte Ireland, the National Tourism Development Authority, is determined to act creatively and decisively now to weather that storm and invest in the programmes, attractions and activities that will appeal to a new breed of visitor.

Last month they unveiled an ambitious plan for 2020 that, among other elements, includes a new €6million domestic and Northern Ireland marketing campaign and capital investment for 25 new and enhanced visitor attractions and activities.

“There is a quiet transformation underway in the experiences we offer our visitors and in 2020, we will see a further 25 enhanced attractions open,” said Paul Kelly, CEO of Fáilte Ireland. “Through a €6million targeted domestic and Northern Ireland marketing campaign using world-class creatives, we will be telling all the people on our island about these great experiences through our new 2020 home holidays campaign called ‘Keep Discovering’.”

These plans will build on Ireland’s already impressive experiential tourism offering. The Wild Atlantic Way, Ireland’s Ancient East and Hidden Heartlands campaigns aim to provide an integrated proposition, with recognisable branding designed to inspire discerning tourists and encourage them to stay in Ireland longer.

Consumer attitudes are changing, and people want to travel better, on a deeper emotional and more personal level; a dedicated tourism trail like the Wild Atlantic Way represents a journey to the experiential tourist, one that encompasses unique and interactive ideas at every step – like surfing, bread-making, traditional Irish music and cycling, to name just a few activities available on the route.

Fáilte Ireland’s action plans for 2020 show determination to help the industry remain vibrant and positive. By enhancing the nation’s visitor attractions and investing in new ones, Fáilte Ireland should continue to tell Ireland’s stories in new ways, giving visitors the chance to truly immerse themselves in new experiences and make lasting memories.