The document outlines a tourism strategy for Armagh that aims to establish it as a standout cultural destination in Ireland, comparable to the best in Europe. The strategy seeks to grow tourism volume and value in a way that stimulates economic development and employment. It identifies key trends in international, Irish, and local tourism and recommends focusing on Armagh's status as Ireland's oldest city through improved accommodation, attractions, events, and marketing partnerships to attract more short breaks visitors year-round.