Galway

In June we launched a series of illustrated maps across Galway City. Each one was designed to guide people to the very best of the city cafés, shops, venues, stories, and experiences that make Galway unique. The maps were printed locally by iSupply on sustainable materials and linked directly to our app through a simple QR code. With a quick scan, people can move from map to phone, finding their way without the clutter and noise of social media.
Over the last 90 days these maps have been scanned thousands of times by both locals and visitors from around the world. People connected from Chicago, New York, Paris, Berlin, Rome, Sydney, Dublin, Cork, and right here in Galway itself. Every scan represents a real person choosing to discover something new in our city.
Here’s what we have learned.
1. People use the maps as genuine tools
More than 90 percent of all scans came from unique visitors. That means the vast majority of people scanned once, found what they needed, and moved on to explore. On Market Street and Abbeygate Street Lower, that figure rises to 96 percent, proof that the maps are working as intended.

2. Tourists and locals behave differently
Locals dominate in certain areas, 42 percent of Mainguard Street scans and 30 percent of Abbeygate Upper came from Ireland. Meanwhile Quay Street, William Street and Market Street attract far more international visitors, especially from the United States and continental Europe.

3. Each street has its own audience
High Street shows a balance of Irish, French, and American users.
Quay Street is the most international, with over half of scans from the US, Germany, France, and Italy.
Abbeygate Upper and Lower are strong with European travellers, particularly German, French, Italian, and Spanish visitors.
William Street has a twin peak, with French and American visitors tied at the top (20.7 percent each).

4. The US market is highly engaged
At nearly every map location, American visitors rank in the top three. On Quay Street and William Street, one in five scans came from the US. This reflects the impact of transatlantic tourism, cruise passengers, and guided walking tours in Galway.

5. Europeans explore differently
German, French, Italian, and Spanish visitors appear most often in Abbeygate and Market Street data, areas known for boutique shops, food, and culture. These patterns suggest independent travellers using the maps to go deeper into the city.

6. The maps follow the rhythm of the city
Scanning patterns mirror how people actually walk Galway. Visitors flow through Market Street → Quay Street → High Street, while Abbeygate and Mainguard Streets serve locals and repeat visitors weaving exploration into their daily routines.

The Numbers at a Glance
High Street
🇮🇪 Ireland 25.7% | 🇫🇷 France 22.1% | 🇺🇸 United States 20.6% | 🇮🇹 Italy 11.8% | 🇬🇧 United Kingdom 10.3%
Quay Street
🇺🇸 United States 24.3% | 🇮🇪 Ireland 23.9% | 🇩🇪 Germany 14.2% | 🇫🇷 France 12.4% | 🇮🇹 Italy 8.0%
Abbeygate Street Upper
🇮🇪 Ireland 29.7% | 🇩🇪 Germany 16.2% | 🇮🇹 Italy 12.2% | 🇫🇷 France 9.5% | 🇪🇸 Spain 8.1%
Abbeygate Street Lower
🇮🇪 Ireland 24.2% | 🇺🇸 United States 17.2% | 🇫🇷 France 12.7% | 🇩🇪 Germany 10.6% | 🇬🇧 United Kingdom 9.4%
Mainguard Street
🇮🇪 Ireland 42.0% | 🇺🇸 United States 14.0% | 🇩🇪 Germany 14.0% | 🇫🇷 France 10.0% | 🇪🇸 Spain 8.0%
William Street
🇺🇸 United States 20.7% | 🇫🇷 France 20.7% | 🇮🇪 Ireland 18.4% | 🇩🇪 Germany 13.8% | 🇮🇹 Italy 10.3%
Market Street
🇮🇪 Ireland 27.4% | 🇺🇸 United States 20.2% | 🇩🇪 Germany 15.5% | 🇫🇷 France 11.9% | 🇬🇧 United Kingdom 8.3%

Why this matters for Galway
These maps are more than wayfinding tools. They are windows into how people experience the city. They reduce stress, encourage exploration, and connect people directly to Galway’s stories. For visitors, they create clarity and confidence. For locals, they spark pride and a sense of belonging. For businesses, they offer a direct and measurable link to the people who matter most, curious explorers standing right outside their doors.
Our mission is to guide people directly to the better things through simple and sustainable discovery, to celebrate the community stories that matter, and to support wellbeing through adventure and connection.
If you would like your business to be part of this journey, or if you have a story that reflects the best of Galway, we would love to hear from you.

Understanding Discovery Behaviours in Galway

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