Colm Burke (Cork North-Central, Fine Gael)
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247. To ask the Minister for Enterprise, Trade and Employment for an update on the progress of the Destination and Experience Development Plan in Cork, in particular, in encouraging domestic tourism in the region; and if he will make a statement on the matter. [34924/25]

Peter Burke (Longford-Westmeath, Fine Gael)
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At the outset, I should clarify that regional tourism promotion is an operational matter for Fáilte Ireland, in collaboration with Local Authorities and other tourism stakeholders. Cork is represented by three regional tourism brands: Wild Atlantic Way, Ireland’s Ancient East, and Ireland’s Hidden Heartlands.

I am advised that Fáilte Ireland has established localised Destination Experience Development Plans (DEDPs) to activate these brands. The DEDPs are 5-year sustainable tourism development plans for a destination, which bring public and private sector organisations together to prioritise tourism development projects and maximise their chance for success. The DEDP’s are highly collaborative in nature, involving all local stakeholders and this is reflected in the agreed action plans where ownership is assigned among the various parties. There are a number of Cork DEDPs that have been launched or in development.

The Cork City, Harbour and East Cork DEDP launched last November provides the strategic framework to prioritise tourism development projects that will attract more visitors to the region and encourage them to stay longer. Fáilte Ireland has assembled a group of stakeholders consisting of Local Authority representatives, industry representatives and community representatives to collectively oversee the implementation of this five-year DEDP. The group plans to meet approximately four times a year to discuss and review progress, and to assist with advice and decision making in relation to the actions of the DEDP. The West Cork and Kenmare DEDP was launched in Q4 2023. To efficiently manage the delivery of actions within this DEDP, three thematic subgroups were established based on the prevalence of actions emerging in the plan – Artisan Food, Outdoor Activities and Marketing. In 2025, Fáilte Ireland has worked to create 6 new thematic itineraries for the destination which focus on, food experiences – including high end food both coastal and inland, outdoor activities and eco/car free travel itineraries.

My Department has been informed that work on the Ballyhoura DEDP commenced in November 2024 following the appointment of a consultancy company. As part of the process the consultancy company has carried out widespread consultations with key stakeholders which included one-to-one consultations, drop-in sessions and a community workshops. Additionally, there were two online surveys conducted: “Community Survey” and “Tourism & Business Survey”. There was also a review of accommodation offerings, a digital audit and a product audit undertaken for the region. A vision and key objectives for the plan have been agreed in conjunction with stakeholders. The next step in developing the DEDP will be to agree the action plan and meetings with key stakeholders and Failte Ireland are currently underway to finalise these.

Fáilte Ireland has also committed to developing a separate DEDP for North Cork. This initiative aims to enhance the region's appeal to both domestic and international visitors, ensuring sustainable growth and development in our tourism sector. In early 2026, Fáilte Ireland will engage a consultant to conduct a robust analysis of the North Cork destination. This analysis will form the foundation of a five-year plan, developed in collaboration with key stakeholders, the tourism industry, and local communities. The plan will outline strategic initiatives to boost tourism, improve visitor experiences, and promote the unique attractions of North Cork. While Fáilte Ireland prepares for this significant project, they will continue to develop and refine itineraries that showcase the best of what North Cork has to offer. These itineraries will highlight the diverse experiences available to visitors, from cultural and historical sites to outdoor adventures and local culinary delights. Fáilte Ireland believe this plan will be instrumental in positioning North Cork as a tourism destination, and look forward to working closely with community and industry stakeholders to make this vision a reality.

Finally, as part of Fáilte Ireland’s sponsorship of the RTE weather, a dedicated advertisement for Cork County tourism and a separate advertisement for Cork City tourism were included. Each of these advertisements runs for a 2-week period, reaching on average 1.6million people per week on average 8 times. This is supported with complementary messaging across RTE Player and RTE.ie.