Killarney’s business community has described proposals to rebrand the town to facilitate its further development as a gateway to the Wild Atlantic Way as an exciting opportunity for stakeholders.

They say the plan will ensure all of Kerry is best positioned to further develop and prosper in a structured and focused manner.

Killarney Chamber of Tourism and Commerce President, Cllr Niall Kelleher, said the town has worked exceptionally hard to earn its position as the premier tourist town in the country, and all involved in its promotion, internationally and domestically, have helped provide the resources required to create a world class tourism brand.

“To recover from the commercial and physical devastation resulting from the COVID-19 pandemic, initially in the short to medium term, Killarney Chamber is looking forward to working with Fáilte Ireland and the other stakeholders in utilising all available platforms and marketing collateral to rebuild the tourism sector and to regain Killarney and Kerry’s place as the most wonderful area to visit,” he said.

“As an important gateway to the gem that is the Wild Atlantic Way, we are looking forward to playing our part in the overarching brand while, at the same time, retaining the town’s very unique identity,” he added.

Fáilte Ireland has said rebranding Killarney and stressing its reputation as a world class tourism destination brand will have significant advantages for the entire county as it would encourage people to stay longer and visit other areas around Kerry.