Ambitious plans to position Hill of Tara and Boyne Valley among the world's top experiential destinations

The new Boyne Valley Tourism Strategy 2024-2030, launched last week, includes enhancing the visitor experience at the Hill of Tara as one of its six “transformative projects”.

The new tourism strategy was launched by the Minister for Justice, Meath East TD, Helen McEntee, at Emerald Park on Friday morning, in the presence of local tourism and hospitality providers, public representatives from Meath and Louth, council officials and representatives of Fáilte Ireland.

The ambition of the strategy is to “position the Boyne Valley within Ireland's Ancient East as one of the leading experiential destinations in the world, attracting high-value visitors who leave the region feeling inspired.”

The plan focuses on the wealth of heritage, waterways, and experiences, in the Boyne Valley region, making it the “world's signature destination for the Celtic Festival calendar” in the words of Meath County Council cathaoirleach, Cllr Sharon Tolan.

The council chief executive officer, Kieran Kehoe, when asked what he wanted to see as a stand-out achievement of the strategy, looked forward to the Hill of Tara becoming a central part to that Celtic mythology experience, in line with the conservation plan there.

“We have acquired some land in the area with a view to future services use, and our next stop is to engage a consultant to do a feasibility study, working with the Office of Public Works, and Fáilte Ireland, in looking at how to progress that,” he said afterwards.

“Fáilte Ireland is willing to support the concept of it, so at least we have to look at it and see what can be done there,” he added.

The strategy pledges to continue to support the promotion of the Hill of Tara as part of the Royal Sites of Ireland on Ireland's Tentative World Heritage List, with sites such as the Rock of Cashel in Tipperary.

Other 'Heritage Assets' are the planned Trim Castle Visitor Centre, the Battle of the Boyne Visitor Centre, the Kells Creative Placemaking Programme, including the establishment of the Kells Printing Works; looking at the potential of improved visitor experiences at Loughcrew, Monasterboice and Fourknocks; the Táin trail and the Turas Columbanus walking trail.

The six transformative projects are led by the development of the Boyne Valley Brú na Bóinne National Park, a masterplan involving the National Parks and Wildlife Service, the National Monuments Service and the Office of Public Works, with Meath and Louth County Councils.

Other projects focussed on are the Boyne Valley Food initiative; the development of a coastal trail, accommodation growth and the promotion and development of greenways. The six greenway projects are Drogheda to Oldbridge; Navan to Oldbridge; Royal Canal; Boyne Valley to Lakelands; East Coast Fingal to Drogheda Greenway; and the Pathfinder Navan to Trim Cycle scheme.

In referring to the ambitious target of being one of the leading experiential destinations in the world, Minister McEntee said there is no reason why we shouldn't be.

“We have the passion, the people, the history, the innovation, the warmth and the welcome,” she said, pointing out that they were standing in Emerald Park, a stand-out example of this.

She highlighted the sustainability and inclusiveness which was championed in the area, including the Ablefest at Causey Farm, and said that generating an economic spread throughout the destination, making sure everybody benefits, along with identifying innovative projects for new projects, will be key.

“One such project where I have personally witnessed the fruits of success is the Boyne Valley to Lakelands Greenway,” she continued.

“Last year, there were 75,000 people using the greenway, and this was before the marketing campaigns commenced. I attended the inaugural Siamsa Glas Festival which showed that animating greenways is important both for awareness, but also for bringing infrastructure to life.”

On the ambition that the Boyne Valley become the signature destination for the Celtic Festival Calendar, she said this is truly attainable.

“We can already stake a claim to being the home of Halloween, and owning the Samhain celebrations with three key festivals taking part in this destination alone,” she stated, "with Púca in Trim and Athboy, Lú in Drogheda, and Samhain Festival of Food in Kells bringing clear economic benefit."

County Meath CEO, Kieran Kehoe, added: “The positive economic impact and job opportunities that tourism can generate are widely recognised. However, our ambition for growth is complemented by a strong dedication to preserving the natural environment and cultural heritage and actively involving the local community. Our collaborative efforts with key partners, including Fáilte Ireland in the Boyne Valley region, have been central in shaping a comprehensive strategy that reflects our shared commitment to promoting sustainable and authentic tourism in the Boyne Valley region.”

The strategy outlines 16 recommendations and seven strategic objectives, and can be accessed at www.discoverboynevalley.ie/tourism-strategy