Catherine Toolan appointed Chair of Ibec Experience Economy policy committee

Ibec’s Experience Economy policy committee today announced the appointment of Catherine Toolan, Managing Director of Diageo Irish Brand Homes, as its new Chairperson during a meeting held at Shannon Airport. Irish Brand Homes includes Guinness Storehouse and Open Gate Brewery, Roe and Co and the Smithwick’s Experience in Kilkenny. Catherine takes over the role from Pat McCann, former CEO of Dalata Hotel Group, who stood as Chairperson for two and a half years.

The Experience Economy consists of businesses and a workforce that operate across multiple sectors in Ireland as well as encompassing organisations in the arts, cultural, sporting and heritage sectors, it includes hospitality, retail, travel, food and drink, tourism, attractions and venues, entertainment, events and activity providers. Formed in September 2021, the purpose of the policy committee is to support Ibec’s Experience Economy campaign in further developing a contemporary understanding of the sector’s economic impact and its intrinsic value in making Ireland a great place to live, work, invest and experience. Membership of the committee are in CEO / Director positions from member companies within and supplying to the Experience Economy.

Speaking upon her appointment, Catherine said:

“It is an honour to be appointed Chairperson of Ibec’s Experience Economy policy committee. I would like to thank Pat for his excellent stewardship during the past two and a half years, particularly his leadership in highlighting the significance of the Experience Economy to Ireland's economic landscape. There are 32,000 customer facing enterprises operating within the Experience Economy, with a further 100,000 jobs indirectly through the supply chain, services, and suppliers.”

“My first request is for the Department of Enterprise, Trade and Employment to have strategic planning oversight for Ireland’s Experience Economy and responsibility for driving the delivery of overall strategy for this vital section of the economy. This deliberate and co-ordinated action at the highest level of Government will ensure the sustainable and economic development of this key business economy across all regions of Ireland.”

Investment in infrastructure - housing, broadband and transport – within the regions is vital to ensure economic development and functioning of a strong Irish economy. One key example of this is our airport infrastructure which needs to be capable of handling future passenger and freight demands. Ibec urges the Government to enhance regional accessibility through high-quality international connectivity. This can be achieved through leveraging capacity across our state airports, and delivering on commitments provided through the long-awaited Regional Airports Programme (RAP) mid-term review.

Sharon Higgins, Executive Director of Membership and Sectors at Ibec said: “Catherine brings a wealth of experience and a strong track record, with global leadership in brand experiences across three continents, including significant roles in the London and Beijing Olympic Games. Additionally, Catherine has been a pivotal member of the Experience Economy committee, driving key initiatives forward. We are confident that her leadership will guide us successfully into the next phase.”

Catherine Toolan is the managing director of Diageo Irish Brand Homes, a portfolio of world-renowned visitor experiences, consisting of The Guinness Storehouse, the Guinness Open Gate Brewery, Roe & Co Distillery and Smithwick’s Experience Kilkenny.

Prior to joining Diageo, Catherine’s career has covered brand experiences, events, business tourism, culture, live music, food and hospitality spanning three continents, including eight years in China. Career highlights include overseeing the build, design, food and hospitality for elite athletes at multiple Summer Olympic Games.

Since taking the helm at The Guinness Storehouse in 2020, Catherine has steered the team to reposition the experience to attract both domestic and international visitors through a programme of culture, community, food and arts. Some notable collaborations include the award-winning Creatives Against Covid Art Exhibition, Other Voices and a collaboration with world-renowned Dublin street artist, Aches.

ENDS