Guinness Storehouse Pours More Effort Into Wooing Irish Visitors

Managing director Catherine Toolan helped the brewery’s once pint-sized local tourism base surge as international travel settled

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Ask a New Yorker how often they visit the observation deck of the Empire State Building, or a Bay Area resident how frequently they get to Alcatraz. For Dubliners, and the Irish in general, there’s a similar answer for the number of trips they take to the Guinness Storehouse each year.

The brewery site at St James’ Gate dates back to 1759 and—prior to the pandemic—drew upwards of 1.7 million visitors a year. It’s the top fee-charging attraction in Ireland, ahead of the Cliffs of Moher and the Book of Kells.



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