33. Deputy Darren O'Rourke asked the Minister for Enterprise, Tourism and Employment his plans to increase tourism to the heritage town of Kells in County Meath [66584/26]

Fáilte Ireland works in partnership with Government, State agencies, local authorities, representative bodies and the tourism industry to support the development of tourism throughout Ireland. This includes preparing destination development plans, building collaborative networks, and investing in infrastructure, visitor experiences, attractions, activities and festivals.

I can advise the Deputy that, under its regional "Ireland’s Ancient East" framework, Fáilte Ireland has progressed a range of initiatives and policy measures designed to support tourism growth in the heritage town of Kells and across County Meath. This framework provides a strategic roadmap for realising the region’s commercial potential while ensuring that tourism development is sustainable and delivers tangible benefits for local communities. Key achievements to date include the completion of a plan to re-imagine the Boyne Valley Drive and the continued growth of the world class Púca Festival, all of which have contributed greatly to an emerging tourism destination.

Fáilte Ireland has provided updates on these initiatives and others as follows:

• The "Digital that Delivers" scheme is a two-year programme that provides participating businesses with training, expert advice, and financial supports to launch key digital projects, develop digital skills and drive more sales through wider online distribution. To date, just over €614,000 has been provided to Meath businesses through this programme which is operated by Fáilte Ireland. This is broken down as follows:

€278,738 is investment grant funding

€336,203 is direct support including diagnostics, training & mentoring

• Kells Cultural Quarter: A key project in the Ancient Destination and Experience Development Plan (DEDP) is the development of a Kells cultural quarter, connecting its many heritage assets and cultural heritage ‘story’. The objective of the Kells Cultural Quarter project is to connect key heritage assets, including the Spire of Lloyd, the Round Tower and High Crosses, St Colmcille's House and other cultural attractions into a stronger and more connected visitor experience, helping to encourage visitors to spend more time in the town. A Kells placemaking plan has been recently completed which is looking at all aspects of the visitor proposition in Kells and connecting sites of interest into this overall proposition.

• Industry Capacity Building: Fáilte Ireland is currently supporting four industry cluster/networks across the county at Kells, Slane, Trim & Navan to build their capability and capacity to retain visitors, increase dwell time and visitor spend in the destination. Programmes like the Employer Excellence Programme, Champions Programme, and Climate Action Programme, help rural tourism businesses improve service, sustainability, and staff skills. For example, through the Kells tourism cluster, Fáilte Ireland continues to support local businesses and community groups to develop tourism experiences, strengthen collaboration and encourage visitors to stay longer in the area. This support goes directly towards the Samhain Festival of Food & Culture to help engage more industry & community in the festival. In addition, Failte Ireland recently assisted Meath County council in the development of a 5-year development strategy for the Samhain Festival.

• Kells is also included within wider destination development initiatives, including ongoing work on the re-imagined Táin Trail project, which aims to strengthen heritage-based tourism experiences across the region.

Furthermore, “The Home of Halloween Destination Development Scheme”, which was launched in 2025 builds on the success of flagship events such as the Púca Festival and Fire & Shadows Processions, and reflects Fáilte Ireland’s commitment to developing sustainable, culturally rich tourism offerings that extend the season and support local communities. Meath County Council was successful in receiving funding to develop heritage-based Halloween experiences under this scheme.

Finally, Fáilte Ireland recently launched a new domestic campaign, Find Yourself on a Short Break, designed to increase demand for short breaks in Ireland and support more balanced, year-round tourism. Grounded in extensive national research, the campaign recognises that people across all life stages are seeking opportunities to pause, reset and briefly step away from the pressures of daily life. Domestic travellers increasingly want shorter, meaningful breaks that offer ease, connection and a chance to recharge when life is most hectic. Throughout 2026, the campaign will be brought to life across advertising, partnerships, publicity, digital and social channels, highlighting the range of experiences around the country that support the restorative power of a short break.