TurasÓir

TurasÓir is a support scheme that originated from a proposal by Leslie Cowper of the Comhairle Chraiceáilte in Dublin City Council.

The initiative addresses a simple question: over 5 million people are learning Irish outside Ireland, but when they visit Dublin, where can they genuinely experience the language?
TurasÓir aims to fill that gap by developing long‑term Irish‑language tourism products and services.

The scheme focuses on tourism providers who work with international visitors interested in Irish, some seeking conversation, but most looking for insight into the history and current status of the language in the city:

We worked with providers to identify stories that were not being told in English and to tell them through Irish, creating a unique cultural experience.

As part of the programme, we provided €2,000 to each of five tourism providers to develop pilot products or proposals. We offered financial support, mentorship and connections with local partners to help shape and deliver ideas. Direct translation from English was not permitted, we prioritised new stories told in Irish, not simple translations.

The initiative formed part of the European Capital of Smart Tourism 2024 programme and was named one of the top tourism projects at LAMA 2024.

We generated significant interest: demand showed that visitors want a living Irish‑language experience in Dublin. We partnered with BÁC le Gaeilge, DublinTown and the Dublin Chamber of Commerce to recruit participants; organisations like the Irish Traditional Music Archive helped distribute materials in major hotels.

TurasÓir is designed to spark innovation and create long‑term tourism offerings that connect visitors with Irish as a living language in the city.

For more information and inspiration: see the 5‑Step Guide.