Digital That Delivers Programme - Promoting the Digitalisation of Visitor Attractions and Activities

Minister for Tourism Catherine Martin TD recently unveiled details of Fáilte Ireland’s new Digital that Delivers programme which will see an initial investment of €6m in the specialised training and digitalisation of visitor attractions and activities across Ireland in 2021. With only 15% of Irish activity and attraction providers currently have a suitable online booking engine, the digitalisation of the tourism sector is vital to improving Ireland’s ability to compete as a tourist destination on a global level in a post-COVID market. 

Fáilte Ireland are now seeking to partner with up to 500 attractions, activities, and day tour providers in year one and over 1,350 visitor experiences overall. 

Digital that Delivers - Fáilte Ireland

Minister for Tourism, Culture, Arts, Gaeltacht, Sport and Media, Catherine Martin TD said: “I very much welcome the Digital that Delivers programme from Fáilte Ireland which will bring a vital part of our tourism sector online and support its sustainable growth over the next five years. Futureproofing the sector by ensuring our tourist attractions and activities are harnessing the potential of cutting-edge technology and are visible to the customer on their smartphone, tablet or computer, is a strategic priority and this is reflected in the €6m investment in this programme.”

Paul Mockler, Head of Commercial Development, Fáilte Ireland said: “The digital footprint of a tourism business is one of the most powerful tools for attracting visitors to Ireland. We know from research that the digital presence and eCommerce capabilities of Ireland’s visitor attractions and activities needs improvements if we are to deliver a world class online experience for visitors as they research holidays and look for things to see and do. Digitally transforming the industry through the Digital that Delivers programme will be key to sustaining Ireland as a high-quality and competitive tourism destination into the future. The investment announced today will make sure the brilliant visitor experiences Ireland has to offer are front and centre in the online space, and that consumers can browse and book with ease through whatever channel is most convenient for them.”

Greencastle Regatta 2011 via Tourism Ireland

To address this critical challenge, Fáilte Ireland developed the Digital that Delivers programme to provide practical, technical, and financial support to enable the Irish visitor experiences sector 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.

These interventions will ensure that Ireland becomes more attractive as a destination against intense international competition, drives more visitors to all regions of Ireland and will support businesses in lowering their operating costs, increasing their yield per visitors and ultimately becoming more sustainable into the future. 

Register for the Digital that Delivers Webinar on 9th June at 11am

Register for the Digital that Delivers Webinar on 9th June at 11am

This webinar will provide a step-by-step guide on how you can register your interest to participate in this Digital that Delivers programme, outline the supports available to industry and how the Digital that Delivers programme can assist you to:  

Transform and enhance your digital footprint, increase bookings, operate more efficiently, grow revenue streams and better analyse consumer insights

Register for Webinar
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