Improving our heritage branding

THE fascination of American visitors with Irish castles is well known, and the fact that they don’t have attractions stateside which are as old might be part of the reason for this.

But what some of them may not realise is that our heritage is much more ancient and deeper than these centuries-old structures. Happily, a growing number of visitors are discovering our archaeological sites, including stone forts, many of which date back thousands of years and are still quite well preserved.

Apart altogether from the intrinsic value of such sites, their importance as visitor attractions is growing. Latest statistics available from Fáilte Ireland show that in 2011 an estimated 3.4m overseas visitors engaged in cultural and heritage activities while in Ireland, spending an estimated €2.7bn during their stay.

Such activity, according to a report recently submitted to the Heritage Council, contributes to the equivalent of 25,000 full-time jobs.

All of which brings us to a recent seminar in Dublin on the list of locations in Ireland aspiring to UNESCO World Heritage Site status. International experts, hosted by Arts and Heritage Minister Jimmy Deenihan, attended and they gave some pointers that should help the case for UNESCO rating — the highest that can be got.

The fact that Ireland currently has just three World Heritage Sites — the Giant’s Causeway in Co Antrim, Brú na Bóinne (Newgrange, etc) in Co Meath, and Skellig Micheal off the coast Kerry — shows how difficult it is to get the top rating.

While few would dispute the worthiness of such Irish sites, there are many more for which a convincing case could be made and which could stand alongside these or sites anywhere.

A tentative list of other sites was submitted to UNESCO in 2010 and a strong argument is being made for them.

They include: the Burren, the Céide Fields and north west Mayo boglands, the historic city of Dublin and early medieval monastic sites of Durrow, Clonmacnoise, Glendalough, Inis Cealtra, Kells and Monasterboice.

Also on the tentative list are: the western stone forts, seven of which are on the Aran Islands; and the royal sites of Ireland, including Cashel and the Tara complex.

Representatives from Armagh District Council also attended the seminar and expressed a strong interest in pursuing such status for Navan Fort, Armagh, as part of a cross border application.