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A Productive and Successful Year for Tipperary Tourism

2017 has proven a productive and successful year for Tipperary Tourism. Now in its 3rd year Tipperary Tourism is beginning to reap the benefits of having a dedicated Tourism entity to consolidate and drive tourism promotion and marketing for County Tipperary. Tipperary Tourism, established in 2015, represents wide ranging tourism interests around County Tipperary including accommodation providers, activity providers, hospitality, community tourism groups, local development agencies and is supported by Tipperary County Council.

The first milestone achievement for Tipperary Tourism was the development of the Tipperary Strategic Tourism Marketing, Experience and Destination Development Plan 2016 – 2021. This plan set out a fresh proposition for Tipperary in the context of change and opportunity. Action oriented the Plan aims to galvanise growth for Tipperary. Together with the support of the tourism sector in the County, Tipperary Tourism believes it can position Tipperary as a leading inland destination in Irelands Ancient East. Extensive Fáilte Ireland research has assisted Tipperary Tourism to identify its specific markets. The County has a wonderful mix of built and natural heritage complemented by attractive towns and villages, excellent food and an abundance of activities for all ages and abilities. Tipperary Tourism is specifically targeting the Culturally Curious, Great Escapers and Connected Family segments in both the domestic and international markets. The vision for Tipperary is ‘The undiscovered heartland of Ireland – abundant in authentic, yet to be discovered experiences that are rooted in a land more ancient than the historic buildings that remain, yet fully in harmony with the modern world’. Tipperary Tourism is actively marketing Tipperary as a destination that is unspoilt and undiscovered, that is easily accessible and is an ideal touring base to discover all of Tipperary and also many other destinations within a hour’s drive such as Kilkenny, Waterford, The Cliffs of Moher, Cork, Galway etc. Tipperary offers a variety of landscapes from mountain ranges, to lakes and rivers, also boasting a superior food offering showcasing produce from the Golden Vale.

Having established Tipperary Tourisms objective, target market and vision, work commenced in 2016 to develop a new brand to market Tipperary as a tourism destination. The brand Tipperary, Time to take it all in is highly adaptable and facilitates brand extensions such as Time to......relax, savour, explore etc. It is a call to action, it’s time to discover Tipperary, in Tipperary you will have time for family, for fun, for culture.....The Icon embodies ancient and modern using a contemporary style of line drawing, the 3 arches are inspired by the windows in The Rock of Cashel and many other heritage sites around the County. The icons landscape has been modelled on the hill at the Rock of Cashel, this symbolises the unspoiled and timeless natural beauty of Tipperary’s landscape. This brand identity for Tipperary allows all tourism providers across the County to work in partnership to market the County as a tourism destination, to assist in retaining tourists within the County, to showcase our unique offerings, ensuring we encourage in county spend and to cross sell each other’s products and experiences.
The brand was officially launched by the then Minister for Tourism and Sport, Patrick O’Donovan TD at the Rock of Cashel in March 2017. A suite of marketing materials has been developed and made available to all members of Tipperary Tourism, these include, the Tipperary Map Brochure, a Tipperary Video, two Tipperary bundles (Sacred Ireland and The Butler Trail) with accompanying videos for marketing same. New display collateral was procured ensuring an engaging consumer presence at shows such as Holiday World etc. A new walking brochure ‘Take A Hike’ was developed, printed and distributed profiling 20 walks of varying levels of difficulty around the County. These are all available for download and use at
Following the launch of the new brand identity and marketing collateral a number of domestic travel journalists were invited to Tipperary to experience the destination for themselves. These familiarisation trips were organised by Tipperary Tourism and supported by Tipperary Tourism Members across the County. Positive reviews appeared in the following publications, the Sunday Independent, the Sunday Business Post, the Irish Examiner,,, the Irish Daily Star, furthermore coverage was secured on Ireland AM in the Challenge Alan segment in October. The total PR value was estimated at €380,000. Tipperary also featured on 3 episodes of Nationwide on RTE in 2017, most notably an episode dedicated to Lough Derg in early 2017 and an episode dedicated to Carrick on Suir and the newly renovated Ormond Castle in summer 2017.
As a large proportion of tourist’s book holidays online in advance Tipperary Tourism has focused its efforts on growing the online presence of Tipperary Tourism. This includes the upkeep and further development of, and the management of Tipperary Tourisms Facebook and Twitter accounts. A Digital Marketing Plan for 2017 was developed and delivered with significant results. Followers on Tipperary Tourisms social media accounts have increased by over 50% in the last 18 months.
Tipperary Tourism actively works in partnership with organisations and agencies such as Fáilte Ireland, Tourism Ireland, the Tipperary Food Producers, the Restaurant Associations of Ireland, the Irish Hotels Federations, Tipperary Local Enterprise Office, Tipperary ETB and many more to keep Tipperary to the forefront of national and international marketing plans and campaigns and to place the concerns of Tipperary’s tourisms members on the agenda at local and national level.
‘Tipperary Tourism would like to thank all its members for the support they have generously given throughout 2017, it is only by working together that we can offer the aforementioned marketing opportunities and bring Tipperary to the fore as an appealing and unique tourism destination offering superior quality to our visitors’, says Luke Murtagh, Chairman, Tipperary Tourism.
Further details on Tipperary Tourism are available on