Project Description

Ireland’s Spiritual Tourism Strategy

Spiritual Tourism is a niche but growing sector worldwide. Ireland has an extensive inventory of Christian and Spiritual tourism heritage and attractions. First Western were engaged by Fáilte Ireland, the National Tourism Development Authority to develop Irelands strategy aimed at mapping out a development plan to develop, promote and grow the Spiritual and Christian heritage tourism product.

Over a 12 month period, First Western carried out extensive global research to define the various strands of market and customer segmentation and to identify, map and benchmark the Irish product inventory. Extensive public and private sector consultation was carried out to create awareness of the strategy and achieve buy in from stakeholders. Following this a draft strategic plan was prepared, followed by another round of extensive consultation with stakeholders.

The final plan is the first endeavour to provide a coherent and planned approach to increase Ireland’s share of this growing niche travel market worldwide. First Western rolled out the initial actions from the final strategic plan.