Factsheet for measure
IE-2021-22/1953
– measures in Ireland
Funding for the digital transformation of tourism activities and attractions
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Country
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Ireland
, applies nationwide
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Time period
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Open ended, started on 29 May 2021
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Context
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COVID-19, Digital Transformation, European Semester
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Type
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Other initiatives or policies
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Category
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Reorientation of business activities
– Creation of platforms for businesses aimed at customer
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Author
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Roisin Farelly (IRN Publishing) and Eurofound
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Measure added
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11 July 2021 (updated 14 July 2021)
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Background information
In May 2021, the Government launched Fáilte Ireland’s new Digital that Delivers programme.
The overall purpose of the programme is to help tourism businesses to better adopt digital technologies and operate more efficiently to withstand the impact of COVID-19. It will enable consumers to discover and book Irish experiences and accommodation through the channels that are most convenient for them and that offer them the best value.
Currently only 15% of Irish activity and attraction providers currently have a suitable online booking engine. Therefore, according to Fáilte Ireland, all tourism enterprises need to become digitally enabled to better respond to the needs and expectations of visitors both domestically and internationally.
Content of measure
The programme will see an initial investment in 2021, of €6 million for specialised training and digitalisation of visitor attractions and activities. Fáilte Ireland will partner with up to 500 attractions, activities, and day tour providers in year one and over 1,350 visitor experiences overall.
The programme aims to:
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Develop bookable experiences if they do not currently have an experience that is bookable - both paid & non-paid.
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Activate connected online booking systems, capable of accepting direct bookings on own website and traditional channels as well as distributing their product to third party channels like tour operators, destination management companies or online travel agents.
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Enhance their own websites to drive consideration and conversion for their product offering and focus on a destination first sell.
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Improve digital capabilities of business owners/staff to utilise the functionality of ‘connected’ booking systems to enhance and streamline the management of inventory, staff, equipment, marketing, communications, invoicing, reporting, and other businesses processes.
Use of measure
Fáilte Ireland will partner with up to 500 attractions, activities, and day tour providers in year one and aims to fund over 1,350 visitor experiences overall.
Target groups
Actors and funding
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Actors
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Funding
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National government
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European Funds
National funds
National Recovery and Resilience Facility
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Social partners
Social partners' role in
designing the measure
and form of involvement:
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Trade unions
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Employers' organisations
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Role
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No involvement
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No involvement
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Form
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Not applicable
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Not applicable
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Social partners' role in the
implementation, monitoring and assessment phase:
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No involvement
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Main level of involvement: N/A
Involvement
N/A
Views and reactions
N/A
Sectors and occupations
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This case is sector-specific (only private sector)
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Economic area
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Sector (NACE level 2)
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R - Arts, Entertainment And Recreation
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R90 Creative, arts and entertainment activities
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R91 Libraries, archives, museums and other cultural activities
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R92 Gambling and betting activities
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R93 Sports activities and amusement and recreation activities
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This case is not occupation-specific.
Sources
