The Western Development Commission (WDC) is spearheading a major digital transformation initiative for Ireland’s coastal tourism sector. Through the DIBEST Programme, 30 marine tourism SMEs have been selected to receive tailored digital solutions to enhance their competitiveness and resilience. These businesses, chosen from a highly competitive field across Ireland, Spain, France, and Portugal, are part of a broader group of 90 tourism microenterprises participating in the programme. They will receive customised digital transformation supports, helping them enhance their online presence, streamline operations, and adapt to evolving market trends.
“This is a pivotal moment for marine tourism in Ireland,” says Allan Mulrooney, CEO for the WDC. “DIBEST is about much more than technology; it’s an opportunity to ensure coastal operators remain competitive and resilient in a digital-first marketplace. By working collaboratively and responsibly, these microenterprises will contribute to job creation, vibrant local communities, and long-term economic development throughout Ireland’s coastal regions.”
Led by WDC with Irish partners RDI Hub in Killorglin and Munster Technological University (MTU), this three-year programme runs from 3 July 2023 to 3 July 2026. Tailored online courses, workshops, and mentoring for the 30 Irish SMEs began in January 2025 and will continue through March 2026. The businesses span a wide range of categories—including accommodation, catering, sports and maritime tourism, cultural activities, and tour operations — reflecting the diversity and potential of Ireland’s coastal tourism sector.
Liam Cronin, CEO of RDI Hub, highlights the programme’s unique benefits: “The DIBEST programme presents a significant opportunity for tourism SMEs. Designed specifically for the industry, it has been tailored to support micro-SMEs with highly targeted, bespoke interventions to enhance their digital presence. In addition to gaining access to top-tier mentors who provide expert guidance throughout the programme, participants are also benefiting from a strong peer-learning environment. Early feedback indicates that the opportunity to connect with and learn from other businesses facing similar challenges has been particularly valuable, fostering collaboration and knowledge-sharing across the cohort.”
By supporting smaller tourism operators in adopting digital tools and strategies, DIBEST aligns with WDC’s broader regional development strategy of strengthening local economies and enabling businesses and communities in the West of Ireland to access international expertise and financing. This approach confers a significant advantage upon the region in Europe’s evolving Blue Economy.
Fiona Scott-Hayward, Senior Researcher in Circular Economy, Education, Innovation and Ecosystem Development at Munster Technological University, emphasises the role of training: “The DIBEST training programme is a great opportunity for small tourism businesses to receive targeted help with digital skills. MTU is running the training programme in Ireland with input from other project partners and key speakers, tailoring it to meet the specific requirements of these small tourism businesses. The businesses are highly engaged and enthusiastic to join in with the programme and to benefit from the networking opportunities both within Ireland and across the partner countries in Spain, Portugal, and France.”
Mairead Giles from Grassroutes Bike Hire at Glenveagh National Park, one of the participating businesses, highlights the programme’s real-world impact: “As a small social enterprise, our marketing budget is limited, so we’re eager to make the most of the resources we have. Through DIBEST, we hope to improve our online booking system and refine our digital marketing strategies to enhance the customer experience. This will allow us to better serve all our customers, including those with additional needs, ensuring an accessible and enjoyable cycling experience for everyone. We’re excited about this opportunity to grow sustainably while continuing to reinvest in our local community.”
