Visit Wicklow

What Visit Wicklow does

Visit Wicklow (legal entity: Wicklow County Tourism Ltd.) is the official county tourism promotion body for County Wicklow, Ireland, operating as part of Wicklow County Council. Founded in 1999 and headquartered in Wicklow Town with a secondary office in Rathnew, the organization employs approximately 13 people and serves both domestic and international tourists planning to visit Ireland's Garden County, as well as local tourism businesses that participate in its membership network. Its core product is the visitwicklow.ie website, which acts as a comprehensive directory of attractions, events, accommodation, dining, and activities, complemented by active social media channels on Instagram, Facebook, TikTok, and YouTube, and physical tourist information points distributed across the county.

The company's flagship engagement program is the Wicklow Passport, a gamified stamp-collecting challenge that drives visitors to towns and attractions across the county, with a Wicklow Town Passport sub-challenge and a Wicklow Way Passport for hiking-route exploration. Supporting products include the Wicklow Outdoors activity portal, the Wicklow Ambassador Collector's Pin (awarded at 15+ stamps), and an annual official tourist map. The technology stack is lightweight: a content-managed website, MailChimp for GDPR-compliant email newsletters, and externally managed social media (Good as Gold agency since April 2025).

The business model combines recurring membership fees from local tourism businesses (accommodation providers, restaurants, attractions, activity operators) with one-time revenue from Wicklow Passport sales, supplemented by event sponsorship and partnership support from Fáilte Ireland and the Heritage Council. Distribution is primarily through the official website, social media, physical tourist offices, and the official county map.

Name

Visit Wicklow

Legal name

Wicklow County Tourism Ltd.

Website

https://visitwicklow.ie

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Visit Wicklow (Wicklow County Tourism Ltd.) is the official county tourism body for County Wicklow, Ireland, part of Wicklow County Council. It promotes the county through the visitwicklow.ie website, the Wicklow Passport gamification program, social media, and a membership network of local tourism businesses serving 13 employees and traveler visitors.

Ownership category

akta.pro rank

Product category

Destination Tourism Marketing

NAICS

Scenic and Sightseeing Transportation, Land (487110), Scenic and Sightseeing Transportation, Other (4879)

SIC

Services-Miscellaneous Amusement & Recreation (7990), Services-Membership Organizations (8600)

akta.pro primary industry

Recreation & Activity Services (Hiking, Boating, Climbing, Fishing—Guided/Authorized) (THAAAGAF)

akta.pro secondary industry

Guided Tours & Interpretive Services (Ranger-Led, Naturalist, Cultural Interpretation) (THAAAGAB)

Keywords

• County tourism promotion
• Destination marketing services
• Visitor information guides
• Tourism passport challenge
• Local tourism network

Headquarters

HQ city

Wicklow Town

HQ country

Ireland

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Membership Network: Wicklow Tourism operates as a network of local businesses and organisations. Revenue is generated through membership fees from tourism businesses joining the network.
2. Wicklow Passport Sales: The award-winning Wicklow Passport initiative sells passports that visitors use to collect stamps at various locations around the county, generating revenue while promoting tourism to remote areas.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Visit Wicklow is the official county-level destination marketing organization for County Wicklow, Ireland, operating the visitwicklow.ie tourism website and related digital channels. It curates and publishes directories of attractions, events, accommodation, dining and activities, and runs the Wicklow Passport stamp-collecting challenge that drives visitor engagement across the county. It also manages the Wicklow Tourism membership network of local tourism businesses.

Product overview

Visit Wicklow operates as a tourism marketing platform for County Wicklow, Ireland, offering a unified website that showcases the county's attractions, events, and visitor services. The core product portfolio centers on the Wicklow Passport program—an interactive stamp-collecting challenge that encourages exploration across the county. The main Wicklow Passport allows visitors to collect stamps from various towns and attractions (requiring 15+ for Ambassador status), while the Wicklow Town Passport is a specialized sub-challenge focused on Wicklow Town's eight key sites. Supporting these programs are the annual County Map, the Ambassador Collector's Pin rewards program, and the Wicklow Outdoors activity promotion section. The platform also publishes editorial content through its news/blog section highlighting events, attractions, and ambassador stories.

Differentiator

Problem solved

Functional benefit

Brands

• Wicklow Passport: Award-winning tourism initiative encouraging visitors to explore the county by collecting stamps at various locations
• Wicklow Outdoors
• Wicklow Way Passport

Products and services

• Visit Wicklow Website (visitwicklow.ie) Official county tourism website for County Wicklow, Ireland, providing comprehensive information on attractions, events, accommodations, dining, activities and travel guides for visitors planning a trip to the county.
• Wicklow Passport A stamp-collecting challenge booklet that visitors use to collect stamps at participating locations across County Wicklow. Visitors who collect 15 or more stamps earn the Wicklow Ambassador title and a Collector's Pin reward.
• Wicklow Town Passport A specialized sub-challenge of the main Wicklow Passport featuring eight stamps representing iconic monuments and attractions in Wicklow Town. Includes a free Mini Passport and completion certificate.
• Official County Wicklow Tourist Map An annual official tourist map of County Wicklow showcasing the county's coastline, mountains, scenic stops, dining, accommodation, attractions and activities, distributed at selected locations around the county.
• Wicklow Outdoors A dedicated section of the Visit Wicklow platform promoting outdoor activities in County Wicklow, including walking, hiking, cycling, water sports and other adventure activities.

Named customers4 records

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered core and minor.

• Good as GoldcoreGTM or Marketing Partner · 1 April 2025Social media management agency contracted by Wicklow County Council Tourism team in April 2025 to manage and maximise Visit Wicklow's social media channels. The agency developed a distinct visual identity and curated content strategy, winning the IDI Award for 'Design for Social'. Results included 800% reach increase, 650% engagement increase, and 58% audience growth.
• Fáilte IrelandcoreStrategic or Co-development Partner · 1 January 2025Ireland's national tourism development authority. Visit Wicklow operates within the Fáilte Ireland tourism framework and received sponsorship for events such as EcoTrail Wicklow Trail Running Festival.
• Heritage CouncilminorStrategic or Co-development Partner · 1 January 2025National body coordinating National Heritage Week. The Heritage Officer of Wicklow County Council locally coordinates Heritage Week events in County Wicklow, with Visit Wicklow promoting these events.
• Wicklow County CouncilcoreStrategic or Co-development PartnerParent government body. Wicklow County Tourism is part of Wicklow County Council. The council's Chief Executive and Cathaoirleach have publicly supported Visit Wicklow initiatives and the Wicklow Passport program.
• Wicklow Tourism Network MemberscoreChannel Partner/ Reseller/ DistributorNetwork of local tourism businesses and organisations dedicated to the development and promotion of tourism in County Wicklow. Members include accommodation providers, restaurants, attractions, activity operators, and service providers. The network distributes Visit Wicklow information and participates in programs like the Wicklow Passport.
• The Martello Hotel, BrayminorGTM or Marketing PartnerLocal hotel sponsor of the Breathtaking Fireworks Display at Bray Seafront event.
• Wicklow County Tourism Ltd.coreOthersThe official legal entity operating the Visit Wicklow tourism website and promotion activities. Registered as Wicklow County Tourism Ltd.

Scale indicators7 records

Recent moves6 records

Expansion highlights4 records

Market position

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/Wicklowtourism
• Facebookfacebook.com/visitwicklow
• Instagraminstagram.com/visitwicklow
• TikToktiktok.com/@visit_wicklow
• LinkedInlinkedin.com/company/visitwicklow

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Visit Wicklow