Through the WDC-led DIBEST project, Galway Trails strengthened its digital presence, improved its booking journey and increased engagement with potential visitors.
At a glance
Location: Galway | Sector: Tourism / Tour Guiding | Support: Digital strategy, SEO, website and online booking | Impact: Increased booking enquiries and visitor engagement
Galway Trails is a tour guiding business founded by qualified Fáilte Ireland Tourist Guide Jim Ward. As the business developed in Galway’s competitive tourism market, Ward recognised the importance of making it easier for potential visitors to find, engage with and book his services online.
Through DIBEST (Digital Innovation for Blue Enterprises and Social Tourism), led by the Western Development Commission, Galway Trails received targeted digital mentoring from Connected Content.
Working with the mentor, Ward developed a digital strategy informed by customer profiles and audience needs. This led to improvements to website content, search engine optimisation and online booking, creating a more seamless digital journey for customers.
“My website needed to be optimised for organic searches. My social media presence was already strong, but I also wanted a seamless online experience for prospective clients to find me, engage with me, book and pay for my services as well as leave reviews.”
The changes delivered measurable benefits. Booking enquiries and visitor engagement increased, while more efficient digital processes reduced the administrative demands on the business.
“Everything is much more efficient and streamlined having implemented these necessary changes. Booking queries have increased, as has visitor engagement. Social media insights have increased. In terms of my sustainability goals, I have saved a lot on admin duties as there is a defined process and a more optimised website and associated user experience.”
Galway Trails demonstrates how practical digital support can help small tourism businesses in the western region improve their competitiveness, efficiency and capacity for sustainable growth.
For the WDC, supporting businesses to develop these capabilities is an important part of strengthening regional enterprise and ensuring businesses can respond to changing markets and visitor expectations.
About DIBEST
DIBEST was an Interreg Atlantic Area project led by the Western Development Commission. It supported more than 70 tourism microenterprises across western Ireland and the wider Atlantic region through digital training, mentoring, networking and peer learning.
Explore the DIBEST Digital Toolkit
