Over the years much discussion has taken place in Clare among tourism providers and agencies regarding the branding and active promotion of the county. A number of studies of the Tourism Industry in Clare have also been commissioned, presenting a range of recommendations and proposals to maximise our tourism potential. The single most important recommendation was the need to market County Clare as an entity.

In response, the Clare Tourism Forum was established to provide a collaborative approach to tourism promotion in County Clare that will facilitate the efficient and effective development of the tourism industry in the county. The forum consists of a public / private organisation partnership and is representative of all the sectors of the Clare tourism industry. A working group is in place, meeting on a monthly basis, to co-ordinate the Forums activities.