Ireland’s tourism industry is placing its future in the hands of a new generation, with the 40 Under 40 initiative—organized by the Irish Tourism Industry Confederation (ITIC) and Business Plus—highlighting the individuals steering the sector forward. The program celebrates 40 rising stars across HR, tourism careers, and caravan park management, with five finalists advancing to the ITIC Annual Conference on October 1 for the live announcement of the winner. These honorees bring operational expertise, sustainability leadership, and strategic talent development to a sector still recovering from pandemic disruptions and global competition.
Ella Anderson’s data-driven approach to workforce strategy
Ella Anderson, HR manager at Diageo’s Irish Brand Homes, oversees workforce strategy for 250 employees across four locations in Dublin and Kilkenny. Her career combines international experience—including a role at Accenture where she redesigned onboarding systems using employee feedback—with a first-class degree in International Hospitality Management. At Diageo, she has shaped organizational design, succession planning, and leadership development, creating environments where staff thrive. Her early passion for tourism’s community impact now drives her mission to build inclusive cultures aligned with sustainable growth.
Anderson’s long-term goal is to become a senior HR leader in tourism, ensuring the industry retains talent amid fierce competition. She believes that investing in people is key to the success of the tourism and hospitality industry, and she is proud to contribute to an industry that has inspired her from an early age.
Sarah Dolly’s post-pandemic workforce rebuilding
Sarah Dolly, head of tourism careers at Fáilte Ireland, connects policy, communication, and workforce development. Before returning to Ireland, she worked in London’s local government and the Mayor of London’s press office, managing communications on tourism, culture, and major events, a role that sharpened her stakeholder engagement skills. Since joining Fáilte Ireland, she has addressed labor shortages following pandemic-related job losses by developing the organization’s tourism careers strategy, which includes skills training, career pathways, and employer improvements.
Dolly leads the Employer Excellence Programme, designed to raise workplace standards and position tourism as a competitive career choice. As chair of the Expert Group on Future Skills Needs, she collaborates with industry, education, and government partners to align training with changing demands. Her work reflects a broader effort to professionalize Ireland’s tourism workforce, ensuring it adapts to evolving visitor trends and technological shifts.
Balancing her role with two young children and ties to Galway, Dolly wants to shape people strategies that enable sustainable growth, strengthen leadership capability and ensure the tourism industry continues to attract and retain talented individuals.
Patricia Doherty’s sustainable holiday park leadership
Patricia Doherty manages Knockalla Caravan Park in Donegal, a family business approaching its 50th year. For a decade, she has modernized operations while prioritizing sustainability, integrating solar energy, EV charging stations, and energy-efficiency upgrades to cut costs and environmental impact. Her influence extends beyond her park: as chair of the Irish Caravan & Camping Council, she champions a national awards program recognizing excellence in accessibility and sustainability across holiday parks. She also serves on Donegal’s Tourism/County Council advisory board, advocating for the caravan sector while promoting Donegal as a sustainable destination.
Doherty’s objective is to help operators transition to eco-friendly practices, remove accessibility barriers, and position Ireland as a leader in green tourism. Outside work, she remains active with her local Gaelic 4 Mná & Eile team, illustrating how deeply her role intertwines with community life.
Claire Fallon’s finance-driven visitor experience strategy
Claire Fallon began her career at the Guinness Storehouse in 2014 as temporary admissions staff before transitioning into finance leadership. This shift gave her a unique perspective: she understands both visitor experiences and the financial decisions shaping them. Her journey took her from front-line service to financial control, where she now influences the Storehouse’s commercial performance. Fallon has worked across Diageo’s visitor experiences, including Roe & Co Distillery and Smithwick’s Experience, gaining insights into pricing, cost management, and adaptive decision-making.
“I started at the front door of Irish tourism,” she reflects, “and now I help shape the choices that keep those doors open.” Her focus lies in using financial data to refine visitor experiences through dynamic pricing, operational efficiencies, and strategic investments. Fallon’s career illustrates a growing trend: the convergence of finance and guest experience in tourism.
The 40 Under 40 honorees embody Ireland’s tourism sector’s shifting priorities: talent retention, sustainability, and financial expertise. While the pandemic exposed workforce vulnerabilities, these professionals are now crafting solutions through skills development, green initiatives, and data-driven growth.
Ireland’s tourism recovery will not hinge on a single effort but on the collective work of individuals like Anderson, Dolly, and Doherty. Their contributions reveal a sector evolving from a collection of attractions into a dynamic, interconnected system. The real progress lies in their daily decisions, ensuring resilience, inclusion, and readiness for future challenges.
On October 1, when the winner is named, attention will center on individual accomplishments. Yet the broader narrative is one of collaboration: a generation of professionals securing Ireland’s tourism sector’s enduring strength and adaptability.
The commercial vacancy rate decline in Ireland reflects broader economic shifts, but the sector’s human capital remains its most critical asset.
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