Tourism Ireland targeting €10bn in annual overseas tourism revenue

The organisation responsible for promoting the island of Ireland as a holiday destination overseas will undertake a targeted programme of promotional activities in 15 overseas markets.

The body has a new strategy to win more tourism from mainland Europe, will invest in growth markets such as Canada and set up long-term partnerships in India and China.

Co-operative marketing campaigns with air and sea carriers are expected to drive visitor demand for strategic air and sea routes and deliver 15:1 return on investment. 

Tourism Ireland has also co-produced new TV and streaming shows to promote Ireland, including travel series starring Ronan Keating, Martin and Roman Kemp, Dermot O’Leary and Fred Sirieix.

The organisation is also focusing on culinary tourism, activity tourism and year-round reasons to travel, as well as inspiration to explore from gateway cities to regions.

Tourism Ireland will also promote the island of Ireland through advertising, publicity, digital, social and Gen AI, reaching potential visitors in the channels where they research holidays today.

Details of the marketing strategy were announced at an event attended by over 600 tourism industry leaders from around the country.

At the launch of the marketing strategy, Tourism Ireland unveiled its new global advertising campaign ‘Ireland Goes Beyond’.

The new campaign celebrates how the island of Ireland goes beyond people’s expectations of a holiday experience by creating memorable connections with the people and the place.

"Our new National Tourism Policy – A New Era for Irish Tourism – was launched in December and sets out a clear vision for the future of Ireland’s tourism sector, identifying strategic priorities that will guide the continued growth and development of tourism over the coming years," said Minister for Tourism Peter Burke.

"I am confident that the new policy will grow Ireland’s position as a leading tourism destination and I welcome Tourism Ireland’s Marketing Plans 2026 supporting this ambition for the year ahead.

"The Government has taken concrete steps to support the tourism sector, including an allocation of €400m for tourism under my Department’s Sectoral Capital Plan 2026-2030, the reduction in the VAT rate on food and catering services to 9% from July 2026 and a new strategic air access fund.

"A total of €71.43m is being provided in Budget 2026 to the Overseas Tourism Marketing Fund. Aligned with the new Action Plan on Market Diversification, this level of funding will allow Tourism Ireland to seize fresh opportunities for growth, expand markets and continue to attract value-adding visitors across the island throughout 2026 and beyond."

Alice Mansergh, chief executive of Tourism Ireland, said the body would provide 33% more promotion opportunities overseas for tourism SMEs in 2026.

"While the world is uncertain right now, consumers overseas are looking for travel that allows them to explore and disconnect," she said.

"We’ll be championing the island of Ireland’s iconic landscapes, culture and history, from festivals and events to culinary tourism, using strategic marketing and partnerships to win visitors. 

"Healthy growth is growth from a range of source markets; the US and Great Britain are fundamentally important for tourism to Ireland and, in addition to our activities there, we’re rolling out a new strategy to win more visitors from Mainland Europe, we’re investing in growth markets like Canada and setting up impactful partnerships for the long term in China and India."

* This article was originally published on BusinessPlus.ie.