New group being set up to create a busier, more vibrant Offaly town

A NEW group is being set up with the aim of creating a busier and more vibrant Birr.
Spearheaded by Birr 20:20 Vision, a meeting was held last week in the County Arms Hotel which drew a very good turnout, hopefully an encouraging sign of good things to come.
Welcoming everybody to the meeting the Chairperson of Birr 20:20 Denis Shine said he’s hopeful that this new entity, the Business and Tourism Group, will be able to do very positive things for Birr. He said its aim is “ to get some sort of connectivity going between the businesses.” He welcomed Pat Crotty from Kilkenny to the meeting, who was going to be one of the evening’s speakers. “Pat is perhaps uniquely qualified to speak with us having worked across numerous different businesses from bakeries to coffee shops to pubs. He currently is Chair of the Vintners Association and Former Chair of Kilkenny City Business & Tourism Group. As both chair of that group, and as a Kilkenny native, he has seen Kilkenny develop as a thriving and bustling tourist destination and service town; therefore he can provide considerable insight as to how other towns might develop their tourism offerings.”
Denis gave some background about Birr 20:20 Vision. “We are a voluntary community organization established by locals in 2014 after the disbandment of the town council. We have aimed for over 10 years to contribute to the growth, development and enhancement of Birr Town and its hinterland. We could be maybe summarized as doing three different things:
We are a facilitating entity, having pillars (working groups) guiding initiatives that are important to Birr.

A forum for discussing important topics
We provide a forum for discussion and engagement on topics that are significant locally – using this forum to canvas for support where appropriate.
We take a lead on select projects that may positively impact on the town.”
He highlighted one of Birr 20:20’s most important projects, the revamping of Birr Courthouse, transforming it into Creative Court. Birr 20:20 is currently working closely with Offaly County council to review a Preliminary Business Case in advance of hopefully helping secure large funding (such as the RRDF – Rural Regeneration and Development Fund) to turn the magnificent 19th century courthouse into a creative space for both the Arts and wider community. This business case is another significant stage in progressing this much desired project for Birr.
In 2019 Birr 20:20 contributed to a scoping study and in 2021 they contributed to a conservation masterplan, while important works to make the building weathertight were also completed by OCC. OCC also completed the Part 8 planning process in 2024, which means the building is ready to go for upgrading works. “A business report,” he remarked, “is the next step in turning the courthouse into a space for artistic creation that will contribute to the wider arts ecosystem in Birr.” The County Council is preparing this business plan.”

The Killaun Bog project
Denis also talked about the Killaun Bog project, which took a major step forward in the last couple of months when Tochar confirmed they will fully fund the group’s proposal to plan, design and build 10km of walkways, as well as some car parking upgrades at Killaun Bog. This success follows a year or more of working closely with landowners Oxmantown Settlement Trust, Coillte and Birr Community School. The proposed route will rehabilitate existing trails within the site using a light touch approach with wooden bridges and boardwalk in the wetter areas as appropriate. “A minimal intervention approach will ensure Killaun maintains its vital biodiversity value,” the Chairman pointed out, “whilst also delivering a new community amenity and exceptional environmental educational space.”
Denis told the meeting that the Creative Court and Killaun Bog project are just two of several, that will make important positive contributions to Birr’s outdoor amenity, arts and carbon sequestration ambitions. “Collectively they will also contribute to themes talked about this evening, like active tourism, ecotourism and encouraging more business and tourists to Birr to avail of our fabulous arts and festival scene. To learn more see www.birr2020vision.ie.”
Denis added that he also wanted to stress that they are a voluntary organisation and would love to welcome more members.
Janine Wilson was next to speak. Janine said she’s been involved in tourism in Birr for about 30 years and recently started working with Birr Castle Demesne as their marketing manager. She is also the Director of the Tourism Pillar in Birr 2020. The Tourism Pillar wants to see increased collaboration between the tourism and business aspects of Birr for the betterment and development of the town.
Janine presented to the meeting many interesting statistics. In 2025, she remarked, 51% of tourism businesses are reporting decreased revenues compared with 2024. However, tourism is still a very vibrant industry and the country’s largest indigenous industry and biggest employer. The overseas tourists to Ireland’s Hidden Heartlands is up 19% this year and overseas revenue is up 16%. The popularity of Irelands Hidden Heartlands as a brand is increasing.
She outlined Birr’s tourism landscape: Birr Castle welcomes 100,000 visitors per year. Birr is a Georgian Heritage Town. Birr is central to Fáilte Ireland’s Ireland’s Hidden Heartlands brand. Birr enjoys a very good geographic location in the centre of Ireland, which opens a gateway to all corners of Ireland.
Janine pointed out that there is limited awareness of Birr by people outside of the town.
The trend in Birr is on short stays, but there is huge growth potential.
460 individual beds were in the area in June 2025 including hotels, guesthouses, B&Bs, Airbnbs.
Birr Theatre, she pointed out, is going from strength to strength. The County Arms and Dooly’s are seeing an increase in visitor numbers.
There are a lot of public transport options for getting to Birr: Kearns; TFI; Bus Eireann; Train Stations in Tullamore and Roscrea. “It’s not hard to get to Birr. We need to get that message out there.”
There is ancreasing demand for authentic rural Irish experiences. There is a rise in heritage and cultural tourism; a demand for eco friendly and slow travel experiences. There has been increased domestic tourism post Covid. There have also been increases in Science tourism, genealogy tourism and wellness tourism.
The benefits of a collaborating drive between tourism interests and local businesses will include increased footfall; visitors staying longer; local producers and artisans benefiting; an enhanced reputation attracting investment relocation.

“Let’s grow Birr – together”
She presented Birr 20:20’s vision for the future. Birr as a vibrant heritage town with bustling local businesses. Birr as a model for small-town tourism in Ireland. “Lets grow Birr – together.”
Pat Crotty said he’s a former Councillor and was Mayor of Kilkenny City twice. He criticised the decision to disband the Town Councils in 2014. “I deeply regret the loss of our City Council. When you had a Council you had a number of people around a table who had no other interest than the good of their town. Now in the County Council chamber you are not getting the same scrutiny and insights, the same devotion to Kilkenny City. The same is likely to be true in the case of Birr.” He said getting rid of the Town Councils eleven years ago was a mistake and they should be reinstated.
He also pointed out that County Councils have bigger budgets for tourism now.
“Fáilte Ireland has gained a lot of experience over the years. You should consult them as much as possible; they can be very helpful.
“Birr, like Kilkenny, is very much about experience tourism. Experience, slow tourism is why a lot of people are coming to Ireland, to walk in our landscapes, to enjoy our heritage sites.”
He pointed out that Kilkenny County Council supports Kilkenny Tourism in various marketing and promotional activities to attract visitors to Kilkenny. When Kilkenny Tourism broke into a couple of different groups it didn’t work as efficiently. He advised the meeting to stick with one strong, cohesive group promoting Birr’s tourism and business interests.
The meeting was told that there’s a tourism office in Tullamore but none in Birr. One person said tourism offices are a thing of the past and many visitors use QR codes.

Creating a busier, more vibrant Birr
Barry Kennedy, a member of the Birr 20:20 Business Pillar and General Manager in the County Arms and Dooly’s Hotel said the plan was to create a Birr Business & Tourism Group which would be dedicated to creating “a busier, safer, cleaner and more vibrant Birr. Birr is unique. Visitors often say to me they had no idea Birr was such a lovely town. The town is not as well known as it should be and we need to get its name out there more.
“Another challenge is bursting the myth that public transport to Birr isn’t good. It is good.
“Birr also needs a designated, covered bus stop.
“There’s also a shortage of taxis. The town needs more taxis.
“We need to contact our Councillors and TDs about the bus stop issue, and about the lack of taxis issue.”
He urged everyone to get involved in the town’s excellent festivals, with the aim of growing them to record attendance numbers. “We have the potential to be the festival hub of the midlands.
“We should go after the Purple Flag.” The Purple Flag is an international award that recognises town and city centres for excellence in their evening and night-time economy.
He praised Birr Tidy Towns for being an excellent and very positive group. He urged everyone to work towards “setting Birr apart from other towns, serving as a model for other towns to try and emulate.”
He said Birr should embrace the 2GoCup scheme.
Barry told the meeting’s attendees that if they wished to get involved in the new business & tourism venture then they should sign the sheet of paper going around “and we will get in touch with you during the coming days. We are hoping to create a working group of eight to twelve people.”

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