Tourism chiefs will lure overseas visitors to the south-east with 'on-trend' Vikings
Fáilte Ireland is developing a visitor ‘experience’ from Wicklow to the hinterland of Cork city.
IRELAND’S NATIONAL TOURISM body is rolling out a ‘Viking visitor experience’ for the south-east because what’s currently on offer doesn’t float the longboat of overseas visitors.
Fáilte Ireland has issued a tender for a firm to research and create a three- to five-year strategy for a “best in class Viking coast visitor experience” for southern coastal counties in the area branded Ireland’s Ancient East.
In a bid to capitalise on the historical Viking invasion of Ireland, it has asked for recommendations on how to create an attraction of scale that will entice international visitors to stay overnight in the region.
“The southern coastal counties of Ireland’s Ancient East are the richest in Viking heritage and some have existing Viking experiences, however these are not of scale and many are not best in class,” the state-backed agency said in the tender document.
Counties Wicklow, Wexford, Waterford and “the coast and hinterland to Cork City” have already been identified as “priority destinations” for the new attraction.
Citing research conducted by UK firm TellTale, Fáilte Ireland said Vikings are “trending globally” at the moment and have been identified as a motivating factor for tourists to book a holiday.
The British agency suggested that Ireland should pitch itself against areas that were also invaded by the Vikings – such as Scotland and northern Spain – because it can’t compete with the Nordic region.
“The Scandinavians have world-class museums and heritage based on high-quality, tangible heritage. Ireland cannot match this,” it said.
Festivals
The research also found that festivals and events centred around bonfires are a useful way to extend the travel season into the quieter months.
In documents prepared for Fáilte Ireland, TellTale said: “Fire is a key and attractive part of Viking events. There is probably a lot of mileage here in creating both shoulder season and evening events.”
Fáilte Ireland has instructed applicants that the “world-class” Viking experience should help to “deliver a unique and differentiated experience with new innovative product ideas that link existing assets and towns”.
It has asked for help with how to “improve existing assets” and fill any gaps in the current product offering. TellTale already spotted “a gap in boat tours and installation pieces/sculptures”.
Applicants have also been advised that the ‘Viking coast experience’ should be aligned with Fáilte Ireland’s strategy to create year-round experiences that will drive tourism in quieter months and encourage visitors to move beyond the usual hotspots.
