2024 was a strong year for the Irish tourism industry with overseas visitors spending over €6 billion in Ireland, marking an 11% increase on 2023. While the tourism sector experienced a shift in the early part of 2025, overall tourism revenue in Ireland remained strong, albeit at a slightly lower level than in 2024, but on a par with 2023.
Encouragingly, the latest Central Statistics Office data shows a return to growth in overseas visitor numbers and expenditure towards the end of the year. The CSO reports that 460,300 overseas visitors completed a trip to Ireland in November 2025, representing an increase of 13% compared with November 2024 and 3% compared with November 2023. This is the fourth consecutive month of 2025 to show growth in visitor numbers compared to 2024. Visitor expenditure in November 2025 amounted to €347 million (excluding fares), up 10% compared with November 2024 and 4% compared with November 2023. This improvement in both visitor numbers and spending is encouraging and strengthens the outlook for growth in 2026.
In December 2025, my Department published the new National Tourism Policy Statement, “A New Era for Irish Tourism,”. This strategy provides a clear long-term vision for the tourism sector through to 2031. It aligns tourism with Ireland’s enterprise, trade, and employment agenda, while promoting sustainable and inclusive growth across all regions. The policy sets ambitious targets, including growing overseas tourism revenue to €9 billion and domestic tourism revenue to €5.8 billion by 2031.
A total of €71.423 million is being provided in Budget 2026 to the Overseas Tourism Marketing Fund. Aligned with the new Action Plan on Market Diversification which I launched in 2025, this level of funding will allow Tourism Ireland to seize fresh opportunities for growth by expanding strategic source markets and attracting value adding visitors to the island of Ireland.
Visitors from Great Britain currently contribute 21% of visitor spend, amounting to €1.24 billion each year and the highest volume of visitors to Ireland. To keep visitation strong from this key market, Tourism Ireland will continue to invest in activity in Great Britain building on the market opportunity for year-round and regional business.
Having recently completed an in-depth appraisal of mainland European markets, Tourism Ireland will implement its new strategy to achieve a step-change in visitor revenue from these important markets.
In North America, where tourists are particularly valuable as they tend to stay longer and spend more, Tourism Ireland will build on their expanded West Coast presence in recent years and increased resources in Canada. Canada is a top 6 market in terms of visitor spend for Ireland and was the fastest growing inbound visitor spend market for Ireland in 2024.
The growing network of access routes across North America expands the marketing opportunity in the US. The US will continue to be an important market as US visitors contribute 31% of visitor spend to Ireland, or €1.87 billion in 2024. Tourism Ireland has an active programme of marketing in the US, which includes advertising, publicity, social and digital marketing to win visitors, as well as partnerships with airlines to stimulate demand for new and existing routes and partnerships with tour operators and travel trade to secure the programming of Ireland on itineraries.
Tourism Ireland’s ‘Global Partnerships’ team continues to take an agile partnership approach towards opportunities in markets where Tourism Ireland does not have a presence ensuring all business opportunities for growth are realised. Tourism Ireland is dedicated to working hand-in-hand with industry partners to grow their businesses in overseas markets through the 'Global Partnerships' team. By offering a wide range of innovative and well-established partnership programmes they create opportunities to showcase Ireland’s unique tourism experiences to audiences around the world.
Tourism Ireland’s campaigns for 2026 went live in December 2025, to position Ireland well for the upcoming year. They will run in key overseas tourism markets – including the United States, Great Britain, Germany, France, Canada, Spain, Italy, the Netherlands, Belgium, the Nordic region and Australia – and will include advertising on TV, streaming and online channels, creating approximately 650 million opportunities to see (reach). The campaign will also include partnerships with online travel agents to drive incremental bookings for the season ahead.
Tourism Ireland remains focussed on supporting overseas tourism to Ireland and the businesses and communities that depend on it. In 2026, they will continue to support industry, stimulating demand through inspiring visitors and strengthening partnerships across overseas markets.