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Factsheet for measure IE-2021-22/1953 – measures in Ireland

Funding for the digital transformation of tourism activities and attractions

Country Ireland , applies nationwide
Time period Open ended, started on 29 May 2021
Context COVID-19, Digital Transformation, European Semester
Type Other initiatives or policies
Category Reorientation of business activities
– Creation of platforms for businesses aimed at customer
Author Roisin Farelly (IRN Publishing) and Eurofound
Measure added 11 July 2021 (updated 14 July 2021)

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:

  • Develop bookable experiences if they do not currently have an experience that is bookable - both paid & non-paid.
  • 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.
  • Enhance their own websites to drive consideration and conversion for their product offering and focus on a destination first sell.
  • 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

Workers Businesses Citizens
Does not apply to workers Sector specific set of companies
Does not apply to citizens

Actors and funding

Actors Funding
National government
European Funds
National funds
National Recovery and Resilience Facility

Social partners

Social partners' role in designing the measure and form of involvement:

Trade unions Employers' organisations
Role No involvement No involvement
Form Not applicable Not applicable

Social partners' role in the implementation, monitoring and assessment phase:

  • No involvement
  • Main level of involvement: N/A

Involvement

N/A

Views and reactions

N/A

Sectors and occupations

This case is not occupation-specific.

Sources

Citation

Eurofound (2021), Funding for the digital transformation of tourism activities and attractions, measure IE-2021-22/1953 (measures in Ireland), EU PolicyWatch, Dublin, https://static.eurofound.europa.eu/covid19db/cases/IE-2021-22_1953.html

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Disclaimer: This information has not been subject to the full Eurofound evaluation, editorial and publication process.