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Why the Ancient East of Ireland is a thoroughly modern destination

· Travel and tourism,Sustainability,Leisure

Boyne Valley is set in what’s known as Ireland’s Ancient East, yet it’s just 20 minutes from
Dublin. It’s a fascinating region that boasts monuments older than the pyramids of Egypt, alongside lush green landscapes, exceptional cuisine and a major focus on sustainability. All of which are making it a must-do for today’s discerning travellers.

We’re delighted to be working with the region’s tourist board as they seek to establish Boyne Valley’s position as one of the world’s leading destinations for experiential trips. It’s a big ambition but once you’ve visited its UNESCO World Heritage site Brú na Bóinne – Ireland's richest archaeological landscape and Europe’s largest collection of megalithic art – it’s easy to understand. After all, how many places can you actually go inside a prehistoric tomb and experience a demonstration of the way the light enters it on solstice day!

The “experience economy” is a major driver in tourism currentlyi and Europe is leading the way in the industry’s recovery post-pandemic, with tourist arrivals for January to July 2024 just 1% below pre-pandemic levels, according to UN Tourism. Destinations that can offer an immersive experience, alongside a focus on sustainability, such as Boyne Valley, are poised for the spotlight.

Boyne Valley’s tourism officer, Michele Whelan, explains: “It’s a timely moment for Boyne Valley with its combination of lush landscapes and numerous greenways, along with rich history and culture appealing to today’s travellers. Our ancient monuments are certainly a big part of the attraction – with approximately 200,000 visitors to Newgrange and Brú na Bóinne each year.”

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Heritage and discovery

Translating as Palace of the Boyne, Brú na Bóinne encompasses the sites of Newgrange, Knowth and Dowth, where visitors are taken out to the monument sites in small groups for immersive tours. Then there’s the Hill of Tara too, which has been in use for more than 5,000 years as a place of burial and assembly. This was the inauguration site of the ancient High Kings of Ireland and offers breathtaking views across the valley take in Loughcrew Cairns, the Hill of Slane, Trim Castle and more.

On our recent trip to the area, escorting a group of journalists, we also visited Dunsany Castle which has been home to the Plunkett family for centuries. The current Lord Dunsany has brought sustainability to the fore, balancing traditional farming with a focus on rewilding, and visitors can enjoy guided rewilding walks or tours of the castle, which is still a private family home.

Organic and local flavours

The Boyne Valley is becoming known worldwide for its organic and local produce, with a dedicated group within the region, Boyne Valley Flavours, that collaborate on driving this forward. From artisan cheeses to rum and poitin distilleries, there are plenty of attractions for visitors to get a taste of the region. You can find luxurious hotels that exclusively use regional produce – or grow their own – as well as farm shops and glamping sites, with accommodation to suit all tastes and budgets at discoverboynevalley.ie.

For journalists interested in finding out more, please message us on Instagram or email pressteam@spicepr.co.uk

i World Travel Market London, official report 2024