As Ireland’s oldest university and one of its most iconic landmarks, Trinity attracts millions of visitors each year, making it both a centre of learning and one of Dublin’s premier cultural destinations. 

BOP was commissioned by the Commercial Revenue Unit at the college to undertake a strategic review of the university’s visitor offer, assessing its current strengths and identifying bold opportunities for future development. The goal was to ensure the campus remains one of Ireland’s most visited cultural and tourism destinations while deepening its role as a civic and cultural hub for Dublin. 

Our work began with a full audit of Trinity’s existing visitor experience, including the Book of Kells Experience. We carried out benchmarking against best practices from leading global university tourism destinations, drawing insights from world-class examples. 

Engaging in extensive stakeholder consultations with Trinity’s teams and external partners, we identified thematic opportunities for programming, orientation, and capital investment. These informed a set of strategic recommendations designed to optimise the site’s most compelling features while aligning with the university’s overarching vision and long-term goals. 

The outcome was a future-facing vision for Trinity’s tourism strategy—one that not only strengthens its mission and revenue generation but also enhances its appeal to both tourists and local communities.