Almost 200 tourism industry delegates attend Elevate Tipperary Conference in Cashel

The Elevate Tipperary Tourism Conference at the Cashel Palace Hotel today (Wednesday, February 21) is being attended by almost 200 tourism industry representatives who are putting their best foot forward to promote the Premier County ahead of this year's tourism season. 

Delegates included hoteliers, restaurant owners, activity providers – water sports, equestrian, hiking, Chamber of Commerce, public authorities, tour operators, educational establishments, caravan and camping park owners, tour guides, visitor attractions, bars, Tipperary Food Producers and many more.

Caroline Rice, Tourism Development and Marketing Officer for Tipperary, said the future success of Tipperary Tourism depends largely on the collaboration of stakeholders across the industry – from public authorities, community groups, tourism businesses, no matter what their scale, working with other stakeholders with an interest in this sector – educators, development agencies, Tipperary County Council, Fáilte Ireland, Tourism Ireland. 

"The key is collaboration in order to cut through internationally and nationally”.

She acknowledged the support from the very top levels of Tourism Ireland and Fáilte Ireland, whose presence at the conference, is no doubt a major draw.

While the pandemic is a distant memory for many, the Elevate Tipperary Tourism Conference represents the first opportunity the tourism sector in county Tipperary has had to come together in support of further development and marketing of what they have on offer to the visitor in the county.

The conference is structured around sustaining, regenerating and elevating at every level – firstly at the individual level of the business, secondly at the collective level within the county and thirdly, at the county level – looking at the Time for Tipperary brand, and how it competes nationally and internationally.

Paul Keeley, Director of Regional Development, Fáilte Ireland, emphasises the need for alternative, less saturated destinations, making Tipperary an ideal choice for those seeking authentic, family-friendly experiences in a safe and scenic environment.

He highlighted the importance of meaningful collaboration that builds the appeal of a destination, where energy meets energy.

Adding to the already completed Suir Blueway, the Lough Derg Blueway and Greenways, a large focus of Tipperary’s current tourism strategy is placed on regenerative and slow tourism projects and building a network of sustainable tourism across the industry in the county.

Tipperary County Council Cathaoirleach Cllr Ger Darcy said it is now ‘Time for Tipperary’.

"Having invested heavily in large-scale tourism projects, attractions and public realm over the last five years, Tipperary’s tourism and hospitality sector is ready to welcome visitors to the county with open arms.

"It is also time for a renewed approach to tourism following the pandemic; the authentic, slow tourism and visitor experience on offer here in Tipperary is right on trend and in many ways, the dramatic change in visitor behaviour since the pandemic and their desire to seek out new experiences and lesser-known destinations plays in our favour," he continued.  

"The ‘Time for Tipperary’ brand and the ongoing tourism strategic development plans of Tipperary County Council it is anticipated will significantly improve visitor numbers and dwell time, and the overall county tourism economy.”

The ‘Elevate Tipperary Tourism Conference 2024’ features engaging discussions, offering industry insights and practical advice on collaborative efforts with the ‘Time for Tipperary’ brand.

Caroline Rice presents the Back the Brand Marketing Plan, encouraging all tourism stakeholders to contribute and benefit from the brand’s messages and collateral.

The event’s line up include inspirational speakers from tourism businesses from both within the county and around the island, including industry leaders Chief Executive Designate of Tourism Ireland Alice Mansergh and Fáilte Ireland’s Director of Regional Development Paul Keeley.

Speaking at the conference Chief Executive Designate of Tourism Ireland, Alice Mansergh spoke about the challenge of moving and dispersing visitors, getting them to stay longer and spend more. She also highlighted what initiatives are happening at a strategic level which people in the industry in Tipperary could leverage off.

The exhibitor area generated substantial interest, allowing attendees to connect with representatives from many agencies. These included Tipperary Development Companies, where delegates were able to seek information about the forthcoming Leader funding, Ireland’s Association of Adventure Tourism, County Tipperary Chamber Skillnets, Tipperary ETB, Tipperary Local Enterprise Office sharing details of the various training, supports and mentoring they can provide to SMEs and individuals, and Shannon Regional Conference and Sports Bureau, sharing details of how to bid for business tourism in the county.

Local people, businesses and communities across Tipperary are being encouraged to champion the brand by using the hashtag #TimeforTipperary