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For more information please contact James Bowen
For more information please contact Sheila Gray
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case studies
Product Strategy development for Angling, Cultural and Heritage and Equestrian tourism and Developing an innovation culture in Irish tourism
Product Strategy development for Angling, Cultural and Heritage and Equestrian tourism and Developing an innovation culture in Irish tourism
Client: Fáilte Ireland
Location: Ireland

pmpgenesis worked with relevant Fáilte Ireland teams to deliver product strategies in a range of areas including Angling, Culture and Heritage, and Equestrian tourism. The work in each case involved developing deep insight into the national and international market and competitive environments in order to build a picture of the changing scale and nature of demand for each activity. We also conducted significant interview-based research to understand the dynamics of local supply of each activity in Ireland. In each case, these research “factbases” served as a platform for the identification of key issues and opportunities and the development of concrete, holistic recommendations for driving growth and performance.


We led a project to build alignment around what successful innovation means in Irish tourism, and to illustrate the key “cause and effect” relationships in Irish tourism’s innovation “system”. We provided direction for Fáilte Ireland on the strategy, process, people and cultural priorities for the Authority to catalyse more and better innovation activity in the industry
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