Luxury Through Access, Not Excess

What does it take for an Irish flagship destination like Killarney to stay world-class in a fast-changing tourism landscape? The "Beyond Comparison" benchmarking study by Group NAO, commissioned by Fáilte Ireland, explores that very question, comparing Killarney to global peers Banff, Queenstown, and Lofoten to redefine high-end visitor offer, better leverage its national park proximity, diversify beyond its core US market, and inspire more sustainable growth.

The result is a study that repositions luxury as access, privacy, and authenticity, not just price or prestige. From curated experiences in nature to digital trip-planning tools and seasonal storytelling, the report identified actionable opportunities for Killarney to deepen its identity as a year-round, sustainable destination. It reinforces the idea that managing flow, communicating values, and designing for meaning aren’t just operational tactics – they’re competitive advantages. The work contributes to a wider shift in Killarney tourism thinking towards a future-focused, community-rooted, and globally-aware mindset. One that helps to stay ahead through thoughtful adaptation.