Tourism Ireland Sets €9 Billion Target

Tourism Ireland has set a target of growing overseas tourism revenue to €9 billion by 2030, “with the right strategic supports”.

It will also launch a new “Slow Tourism Month” later this year.

“An estimated half of all visitors to the island of Ireland choose not to use a car. Tourism Ireland will enable more exploration, with trip ideas that allow for dwell time in communities and scenery and that can be enjoyed by rail, bus or with tour partners, winning overnight stays across regions,” said CEO Alice Mansergh at the launch of its 2025 Marketing Strategy.

In 2024, overseas visitor spend grew by over 10%, bringing an estimated €7 billion to the island of Ireland.

In 2025, Tourism Ireland will invest in an extensive and targeted programme of activity across 13 overseas source markets. Sustainable development is at the core of Tourism Ireland’s plans for the year ahead, so there will be continued focus on attracting tourists who have “value adding tourism traits” – people who are likely to see more, do more, enjoy more and therefore spend more when they visit.  

Tourism Ireland will also unveil a new global advertising campaign this year. The organisation will refresh and build on the strong foundations of its “Fill your heart with Ireland” campaign, based on consumer insights.

Alice Mansergh said:

“In any industry there are risks to mitigate, and tourism is no different. This year, we will need to take account of the added step that the introduction of the UK’s Electronic Travel Authorisation (ETA) scheme will bring for visitors to Northern Ireland. The passenger cap at Dublin Airport is top of mind, and its review will be vital for tourism. 

“However, there is also enormous potential ahead, and we are ambitious for growth. In 2025, we will focus on increasing the value of overseas tourism, sustainably supporting economies, communities and the environment – and will do so by inspiring overseas visitors and strengthening strategic partnerships.”