The Role of Heritage Attractions in Sustainable Tourism Strategies: The Experience in Ireland

Ireland, located on the north-west periphery of Europe, illustrates all the difficulties of a small, marginalised, island economy. It is an ancient landscape rich in heritage and cultural features. Tourism is now a vital part of the Irish economy. Recent research has demonstrated that the distinctive Irishness , whilst difficult to define, is the major appeal for overseas markets. In 1989 the Irish Government challenged Bord Failte (the Irish Tourist Board) to double revenue from overseas tourists and create 25,000 new jobs. Heritage attractions, formed a fundamental feature of Bord Failte\u27s Framework Plan for Tourism. The methodology adopted for heritage attraction development and interpretation is evaluated in this paper, together with an assessment of the outcomes of the strategy. This particular initiative is discussed in the context of sustainable tourism strategies