Counties Kildare and Tipperary, in Ireland’s Ancient East, are internationally synonymous with Irish horse racing success and home to world class icons of the sport. Fáilte Ireland’s Thoroughbred Country Destination Experience Development Plan (DEDP) aims to leverage this global recognition and maximise the domestic and international tourism opportunity by complementing and amplifying this esteemed status through the delivery of world class thoroughbred visitor experiences.
The DEDP aims to maximise this region’s unique Thoroughbred heritage by developing, enhancing and promoting year-round visitor experiences and promoting world class festivals and events as a key destination driver for the region in the future.
This destination already plays host to some of the country’s most significant national sporting occasions, most notably the Punchestown National Hunt Festival, which attracts the highest average daily attendance of all racing festivals in Ireland.
This new multi-stakeholder plan will now inform and shape the strategic development of these festivals and events in two counties over the next five years.
During this project, we aim to provide a cohesive approach to engaging the whole destination with the events & festivals’ opportunity. We will increase visitors and overnights to the destination and enhance the offer ‘around’ events and festivals e.g. evening economy / cultural activities. We will offer insights from international best practice including beyond horse racing and we will develop an ambitious, impactful and financially sustainable five-year festivals and events plan for the destination.
We will ensure that this future Festivals and Events Plan for Thoroughbred Country will:
- Enhance and increase the synergy between existing events, all year round.
- Be ambitious and set the bar at international recognition in terms of the destination’s festival offering.
- Outline an overarching approach and action-based roadmap for private and public sector collaboration.
- Identify synergies, partnerships and opportunities to enhance the destination proposition for domestic and international visitors.
