Fáilte Ireland, the National Tourism Development Authority, procured Kontent.ai’s headless CMS to enhance content management across multiple websites. By consolidating systems, automating workflows, and implementing structured content models, the agency streamlined their operations and eliminated manual tasks. The editorial team now creates and publishes content much faster than before.
Fáilte Ireland is the National Tourism Development Authority, working to support the long-term sustainable growth in the economic, social, cultural, and environmental contribution of tourism to Ireland. In partnership with the Government of Ireland, state agencies, local authorities, representative groups and industry, the agency works to develop tourism across Ireland by creating destination development plans and networks, and investing in infrastructure, activities, visitor attractions and festivals. In addition, they help tourism businesses innovate and grow by providing mentoring, business support, training programmes, and other initiatives.
Before Kontent.ai, Fáilte Ireland was managing a growing network of websites, each supported by a legacy content management system, even including a custom-built solution. As their digital presence expanded over time, the complexity behind the scenes increased. Coordinating content across separate systems made it harder to ensure consistency and created operational strain. This affected not only content teams but also IT, who had to maintain a fragmented tech stack.
That’s when they saw an opportunity to simplify how content was managed and shared across their multiple websites. “There was a program of work initiated to take a look at our B2C websites, of which there were many,” said Philip Keogh, Cloud Solutions Architect at Fáilte Ireland. “And we laid out the before, which was very complicated.”
With content stored in different systems, the same editorial or promotional content often had to be recreated multiple times. “We had people creating the same content multiple times because there was a specific CMS for each of the websites, and that, of course, is just an overhead that no one needs,” added Philip.
Fáilte Ireland began exploring new options for their new content management system (CMS) that could meet both marketing and technical needs.
The Digital Marketing team’s goal was clear: They needed a solution supporting an omnichannel approach that would allow them to create and manage content once and publish it across different channels and platforms.
On the technical side, the focus was on integration—finding a flexible platform that could support automation and remove the need for custom-built solutions. The two big factors for the IT team were the Application Programming Interfaces (APIs) and webhooks to handle content dynamically. “The APIs and the webhooks were key for us, front and centre,” said Philip.
With both teams’ needs met, Fáilte Ireland selected Kontent.ai as their CMS of choice.
The platform’s technical capabilities enabled Fáilte Ireland to push content beyond just websites. “Apart from the multiple websites, we also push content into search. We push it out to our sister agency, Tourism Ireland... we also push information to our internal CRM system,” Philip explained.
One standout use case is a portal that allows tourism businesses to submit listings for Fáilte Ireland’s public-facing websites. Without the ability to automate content ingestion and trigger workflows through APIs and webhooks, this B2B to B2C pipeline simply wouldn’t have been possible.
The platform also streamlined collaboration with external website development partners. Because of the API-first approach and strong documentation, partners could get up and running without relying on internal teams for support. “It really meant that our internal team didn’t have to support that anymore… the APIs were all very well documented,” added Philip.
By consolidating multiple websites into one central platform, the agency was able to reduce duplication and complexity while giving both Digital Marketing and IT teams more freedom to focus on strategic work rather than day-to-day maintenance.
Guided by Kontent.ai’s consulting team early in the process, the Fáilte Ireland team approached implementation with clarity and confidence. The migration to Kontent.ai started with designing structured content models, a step both the technical and marketing teams worked on together.
With the content model in place and strong API support, the migration of 10,000 content items from legacy systems was completed with ease.
After the migration, Fáilte Ireland was ready to make the most of Kontent.ai’s capabilities. What followed was a transformation in how both technical and Digital Marketing teams operate, powered by automation, collaboration, and full content visibility.
Before adopting Kontent.ai, the publishing process for Business listings relied on Word documents, email chains, and manual back-and-forth between internal teams and tourism businesses.
Now, teams benefit from structured, multi-step workflows that support complex review and moderation needs. A tourism listing can pass through multiple review stages before going live, starting with a first-level editorial review, followed by input from senior content editors. If needed, updates can be requested from the tourism business directly through the portal. Combined with collaborative features like tasks and comments, these workflows give the Digital Marketing team clarity, accountability, and speed without losing control.
As the team settled into their new processes, they also started making use of a dashboard providing valuable insights into the efficiency of their content operations: Mission Control.
With the rollout of Mission Control, content teams gained a complete view of everything in progress. “That’s the big thing. Mission Control is a game changer for them,” said Philip. “They finally have a good overview of what’s going on… where the content’s at, if there are any bottlenecks—everything.”
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This visibility has transformed how teams manage reviews and approvals, giving senior editors the clarity they need to oversee workflows and support junior team members more effectively—all without leaving Kontent.ai.
By modernizing their content management, Fáilte Ireland’s new approach made life easier for everyone involved, especially the editorial team. In the past, content editors were responsible for manually entering and formatting tourism listings, a process that could take two hours or more for a single submission.
Creating content once and reusing it across channels has further increased team efficiency. Editors can now build articles using linked items—pre-existing content pieces like destination listings or attraction descriptions stored in the CMS. For example, instead of writing a new article from scratch about the “top 10 hikes,” they can simply reference existing listings and automatically populate the article with up-to-date content.
This not only speeds up content creation but also ensures consistency across channels. Updates made to a listing in one place automatically reflect anywhere that listing is used.
Developers also saw major improvements. Enabled by headless CMS, they used React, a popular JavaScript library, to build high-performance, user-friendly websites. “They’re really slick, and it means we can leverage new technology,” Philip explained. “We can make really nice websites now with good customer experiences.”
With a modern, flexible platform in place, Fáilte Ireland is already planning what’s next. AI-assisted content creation is on the horizon, with early experiments showing promising results. Localization will also play a bigger role, particularly for B2B content that must meet Irish-language requirements. With Kontent.ai, the agency is well-equipped to provide more tailored, engaging experiences, ensuring that Ireland’s destinations and services are represented in the best possible way.
And through it all, the foundation remains clear: smart content structures from the start. Philip’s advice for any organization embarking on a similar journey? “Content modelling is very important. Do it right the first time. Definitely involve people who think in a way about data, how data is structured.”
By building that foundation early and choosing the right tools, Fáilte Ireland has not only improved how they work—they’ve empowered teams across marketing and IT to focus on what matters most: supporting tourism, strengthening partnerships, and helping more people discover the very best of Ireland.
With Kontent.ai, create content once, then publish it anywhere, all from one enterprise content management system. Explore the CMS solutions that help our customers get the most out of their most strategic asset: content.
