Portmagee Whiskey, A Shining Example Of Regenerative Tourism In Rural Ireland, Gold Certified With Sustainable Tourism Network
The Sustainable Tourism Network (STN) is proud to announce that Portmagee Whiskey, Co. Kerry, has achieved Gold Sustainable Tourism Network Certification, following an independent audit conducted in March 2026. This is the highest recognition within Ireland’s national sustainability framework for tourism businesses and is aligned with a standard set by the Global Sustainable Tourism Council (GSTC). The certification recognises Portmagee Whiskey as a national leader in regenerative tourism, grounded in the protection of living heritage, restoration of nature and deep-rooted community engagement on the Skellig Coast.
The independent audit noted that sustainability at Portmagee Whiskey is “woven into the fabric” of the business, with a deep‑seated sense of communal responsibility guiding decision making across environmental management, cultural integrity and social impact.
Rob Rankin, Managing Director of the Sustainable Tourism Network, said:
“Portmagee Whiskey is an outstanding example of what regenerative tourism looks like in practice. Their work goes far beyond reducing environmental impact – they are actively restoring nature, protecting living cultural heritage and investing in their community. This Gold certification reflects not just excellent systems and policies, but a genuine custodianship of place that is deeply inspiring for rural tourism across Ireland.”
Protecting Intangible Cultural Heritage
A defining element of Portmagee Whiskey’s Gold certification was its leadership in safeguarding intangible cultural heritage, in particular the traditional Seine boat fishing, building and racing traditions of Portmagee. The audit highlighted the company’s central role in achieving national government recognition for Seine Boat Building, Fishing and Racing in 2021, as well as its ongoing efforts to preserve and interpret this living maritime heritage for future generations.
Historically accurate guided tours, developed in collaboration with historians, ensure that local social history, maritime traditions and folklore are shared with visitors in a respectful and authentic way, strengthening pride of place while educating a new generation of visitors.
Nature First: Regenerating Land And Biodiversity
Portmagee Whiskey’s Nature First policy places ecological restoration at the heart of its long‑term vision. The audit documented the planting of over 5,450 native Irish trees and the designation of 2.5 hectares for natural rewilding on family land surrounding the distillery development. These native woodlands play a critical role in protecting groundwater, restoring habitats and supporting the return of native species including pollinators, bats and hares.
This rewilding initiative is supported by academic research in regenerative tourism and is actively shared with visitors through on‑site interpretation and a dedicated sustainability learning space, helping to turn tourism into a tool for environmental education and positive impact.
Community At The Core
The Gold certification also reflects Portmagee Whiskey’s exceptional commitment to community engagement. The audit praised the business’s voluntary leadership roles within the Skellig Coast Tourism Network, Portmagee Tidy Towns, the local Regatta Committee, and its support for festivals, markets and events that strengthen community life year‑round.
Auditors observed that Portmagee Whiskey functions as a valued community “third space”, opening its domes and grounds for local use, hosting Christmas markets for local artisans, and actively reinvesting in the social fabric of the area. This approach ensures tourism development supports community resilience, youth retention and long‑term rural vitality.
John Murphy, Co‑Founder of Portmagee Whiskey, said:
“From the very beginning, our aim has been to build something that honours this place – its people, its traditions and its landscape. Protecting the Seine boat heritage, restoring native woodlands and staying actively involved in community life are not ‘add‑ons’ for us; they are central to who we are. Receiving Gold certification from the Sustainable Tourism Network is a proud moment for our whole team and for the wider Portmagee community.”
A Model For Regenerative Tourism In Ireland
The Sustainable Tourism Network certification process independently assesses businesses across environmental stewardship, social responsibility, cultural integrity and governance. In awarding Gold certification, auditors concluded that Portmagee Whiskey goes beyond reducing negative impacts and is actively restoring nature, empowering community and safeguarding cultural identity as part of its core purpose.
As Ireland’s tourism sector looks toward a more regenerative future, Portmagee Whiskey stands out as a compelling example of how rural tourism businesses can act as custodians of place – creating meaningful visitor experiences while ensuring landscapes, traditions and communities are left stronger for generations to come.
