For generations, the dream of a trip back to the "auld sod" has been a cornerstone of the Irish American identity. The good news for those with their sights set on a trip across the Atlantic is that a new study from Tourism Ireland confirms the enduring appeal of the island of Ireland, particularly for its most valuable visitors from the United States.
Tourism Ireland, the organization responsible for promoting the island overseas, has released the findings of its latest research, which surveyed over 8,000 potential holidaymakers in key global markets, including the US The "Sentiment Tracker" study, conducted with research partner RED C, provides crucial insights into what drives travel decisions in a post-pandemic world, and the results are overwhelmingly positive for the Emerald Isle.
One of the most compelling findings for the Irish American audience is the strong perception of value. In an era where cost-of-living concerns are a major factor in travel planning, the study found that 71% of Americans view Ireland as either "good value" or "premium and worth it."
The Chester Beatty Library, at Dublin Castle.
This is a significant competitive advantage when compared to other key markets like Germany and France (62%) and Great Britain (53%). The positive outlook among US travelers is a key takeaway.
Alice Mansergh, Chief Executive of Tourism Ireland, emphasized this point in her statement, saying: “In terms of value, those in the US are most likely to perceive Ireland as good value and relatively easy to get to, while there is an opportunity to strengthen perceptions in Mainland Europe, where competitiveness is a factor.”
Why people travel
The research also delved into what motivates people to travel in the first place. The number one reason, according to the study, is the desire for exploration. This aligns perfectly with what Ireland has to offer.
The Wild Atlantic Way, Schull, in West Cork.
The call of the wild Atlantic coastline, the ancient stone circles, and the vibrant city streets all speak to a deep-seated need to discover something new.
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The second most influential factor in destination selection? The ability to disconnect. What better place to switch off from the daily grind than a pub in a quaint Irish village, or on a peaceful stroll through the green countryside?
The primary reasons visitors consider Ireland are its "landscape, culture, key attractions and curiosity." For an Irish American audience, this resonates on a personal level. It's not just a vacation; it's a pilgrimage to the homeland, a chance to explore a cultural heritage that is a source of immense pride and curiosity.
"Economic uncertainty"
Mansergh acknowledged the current economic climate and its impact on travel decisions, noting that “a quarter of holidaymakers say they are holding off booking travel, because of economic uncertainty.”
However, she stressed the importance of showcasing Ireland’s unique offerings to those who are still planning a trip, adding, “It’s all the more important to show holidaymakers what Ireland can offer, with exploration of landscapes, culture and heritage cited as compelling reasons to travel.”
Climate change
The research also touched on a fascinating new trend: the “coolcation.” As climate change leads to more extreme weather in traditional sun destinations, 35% of overseas audiences are reconsidering where they travel.
Taking in the air at the Cliffs of Moher, County Clare.
Ireland, with its temperate climate and stunning green landscapes, is perfectly positioned to capitalize on this shift in consumer behavior. The island ranks competitively among Northern European destinations in terms of consideration by overseas visitors, offering a refreshing alternative to the sweltering heat of southern Europe.
Easy access
Another key finding from the study that directly impacts American visitors is the ease of getting to Ireland. The study found that ease of access is “most positively viewed in the US (71%), Great Britain (80%) and Spain (67%).”
With numerous direct flight options from major American cities, and the convenience of US Customs and Border Protection pre-clearance at Dublin and Shannon airports, the journey to Ireland is smoother than ever. This positive perception of accessibility is a significant factor in making the dream of a trip to Ireland a reality for many.
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AI and social media travel
The study also provides a glimpse into how travelers are researching their trips. While recommendations from friends and family, online searches, and traditional media like TV and film remain the top sources of inspiration, the role of new technology is growing. The number of people who cite regularly using generative AI as a support for their travel research has doubled in the last six months. This is a trend Tourism Ireland is keen to embrace.
Sunset at Sneem, County Galway.
In her statement, Mansergh made it clear that Tourism Ireland is leveraging these insights to refine its marketing strategy: “Tourism Ireland will make use of the latest insights, as we roll out marketing for the rest of this year to win travel through relevant publicity, advertising, digital, social and AI channels.”
The power of imagery is also a major draw. The research found that Ireland and Northern Ireland rank alongside Iceland as the top three destinations where prior visitors have actively shared photos on Instagram.
For the Irish American community, this research confirms what many already know intuitively: the pull of Ireland is strong and the experience is well worth the journey.
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