Elevating Tourism Through Digital Strategy: A Full Day of Social Media Training with Roundstone Bay Island & Tours
I recently had the pleasure of spending a full day working with Damien O’Malley, owner of Roundstone Bay Island & Tours, delivering an intensive one-to-one social media training session as part of the Fáilte Ireland Digital That Delivers Programme. Supporting Irish tourism businesses through strategic digital development is a core element of my work, and this session highlighted exactly why programmes like Digital That Delivers are so transformative for the sector.
Based in the heart of Connemara, Roundstone is one of Ireland’s most captivating coastal destinations. Its rugged landscape, turquoise coves, and sweeping Atlantic views create the kind of natural storytelling canvas that visitors instantly connect with. Roundstone Bay Island & Tours offers a unique way to experience this part of the Wild Atlantic Way, showcasing the area’s marine heritage, wildlife, and hidden local gems from a perspective that many visitors never get to see. From a digital marketing standpoint, it is a brand with huge potential.
The purpose of our session was to strengthen the company’s digital foundations and establish a clear, actionable social media strategy that will support growth across both domestic and international audiences. Throughout the day, we focused on understanding the customer journey, defining the brand narrative, and building a content framework that reflects the authenticity, adventure, and natural beauty that Damien brings to every tour.
Much of the training centred on practical implementation. We explored how to capture high-impact visuals, develop compelling captions, and utilise performance-driven content pillars that align with seasonal demand, local storytelling, and visitor expectations. We also worked on platform optimisation, ensuring that every digital touchpoint reinforces trust, clarity, and professionalism. For a tourism operator, this includes everything from profile structure and video formats to SEO-driven keyword integration and user-generated content strategy.
One of the strengths of the Digital That Delivers Programme is its emphasis on upskilling. Rather than relying solely on external marketing support, business owners gain the knowledge and confidence to manage their own social media effectively. Damien’s understanding of his product, his passion for the Roundstone area, and his commitment to growing his business made the session highly productive. His willingness to explore new formats, adapt his content style, and refine his digital approach will undoubtedly drive stronger engagement and booking conversions in the months ahead.
Roundstone itself adds a remarkable advantage. Few places in Ireland offer such a visually compelling backdrop, and this natural environment lends itself perfectly to high-quality digital storytelling. When brought to life through purposeful content, it becomes not just a destination, but an experience that travellers actively seek out.
As the tourism landscape becomes increasingly competitive, a strong digital presence is no longer optional. It is essential for visibility, differentiation, and long-term sustainability. Programmes like Digital That Delivers exist to ensure that businesses across Ireland have access to the skills and strategic support that allow them to compete on a global stage.
I thoroughly enjoyed working with Damien and supporting Roundstone Bay Island & Tours on their digital journey. His commitment to offering visitors a memorable and authentic experience is evident in every aspect of his work, and it was inspiring to see that same passion translate into his digital strategy.
I am already looking forward to returning to Roundstone soon to experience one of the tours firsthand and to continue supporting the business as it evolves. The future is bright for tourism operators who embrace digital excellence, and Roundstone Bay Island & Tours is a perfect example of what can be achieved with the right strategy in place.
For businesses seeking tailored digital training, strategy development, or ongoing marketing support, Smart Digital Marketing & PR Agency offers bespoke consultancy services designed to meet the needs of Ireland’s tourism, retail, and service sectors. To learn more or enquire about upcoming training opportunities, contact Ruth.