Cultural tourism making it work for you - Association of Irish Festival ...

Product Marketing
Fáilte Ireland, on the other hand, manages product marketing for Cultural Tourism with a budget of €1. m in 00 .
Traditionally Culture & Heritage has been seen as a distinct ‘product’, alongside others products such as golf, angling,
cruising, etc. all of which are marketed separately to their specific target markets via identified channels.
In latter years, the major component of Fáilte Ireland’s product marketing investment has gone into the promotion of
Gardens and Built Heritage, investing to support creation of marketing collateral and materials by providers and marketing
groups, direct mail campaigns, advertising and participation at trade shows attended by aficionados in these areas (e.g.
Chelsea Flower Show). As previously outlined, Fáilte Ireland also manages the Festivals and Cultural Events Initiative, and
some of the funding provided under this is used to support marketing.
1 A New Strategy for Cultural Tourism in Ireland