Overall tourism performance in 2025 remained strong, albeit at a slightly lower level than the exceptional highs reached in 2024, but on 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 and this is very encouraging.
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. It is estimated that Ireland’s tourism sector accounts for 3.7% of all tax revenue with employment in tourism industries estimated at 229,400 in August 2025, compared with at 228,800 for the same period in 2024.
The Government acknowledges the significant challenges the tourism and hospitality sector has faced in recent years, including rising operational costs and other economic pressures. Supporting small businesses and sustainable employment remains at the heart of this Government’s economic strategy. Budget 2026, introduced targeted measures to reinforce the sector, including a reduction in the VAT rate for hospitality services from 13.5% to 9%, effective July 2026. This is particularly significant for small and family-run businesses operating on tight margins.
In December 2025, my Department published the National Tourism Policy Statement, A New Era for Irish Tourism. This five-year strategy provides a clear framework to 2031, aligning tourism more closely with enterprise, trade and employment policy, while supporting sustainable and inclusive growth across all regions. The policy places strong emphasis on competitiveness, productivity, innovation, skills development, digitalisation, the green transition and improved connectivity. By 2031, it aims to increase overseas tourism revenue by 50%, grow domestic tourism revenue to €5.8 billion, achieve total tourism revenue of €14.8 billion, and support employment of at least 250,000 people across the sector.
A total of €71.4m 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.
As an island destination, air access is vital, accounting for 90% of overseas inbound connectivity. Tourism Ireland, as part of its market diversification strategy, will establish a new Strategic Air Access Fund designed to maximize the opportunities created by new direct routes to Ireland from both established and new markets where there is inbound tourism potential. This fund will stimulate demand in partnership with air carriers through cooperative initiatives, ensuring that these routes deliver strong returns and support broader economic activity.
As part of the Overseas Tourism Marketing Fund in Budget 2026, €4 million has been allocated for the Regional Co-operative Marketing Access Programme. The Programme maximises the opportunities presented by new and existing regional air and sea access to drive increased visitor numbers to the regions of Ireland by stimulating demand through cooperative marketing campaigns with airlines and sea carriers. The Programme complements Tourism Ireland’s overall marketing strategy of inspiring visitors to visit the island of Ireland while sustainably supporting local economies and communities through increased direct bookings to the regional ports and airports across Ireland.
Tourism Ireland will continue to invest strongly in Great Britain to build year-round, regionally balanced demand, while implementing a new strategy for mainland Europe following a comprehensive market appraisal. In North America, the organisation will build on its expanded West Coast presence and enhanced resources in Canada, supported by a growing network of direct services. New routes form North will further extend Ireland’s reach. Tourism Ireland will also pursue agile global partnerships in markets without a permanent presence, ensuring all business opportunities for growth are realised.
In response to the ongoing challenges around pay and job quality in the tourism and hospitality sectors, my Department, together with Fáilte Ireland, continues to support businesses in developing the talent and skills needed to remain profitable, competitive, and resilient.
A central priority is to encourage the adoption of high-quality employment practices, ensuring that the sector is regarded as an attractive and rewarding career choice. This includes enabling individuals working within tourism and hospitality to enhance their expertise, broaden their skills, and build sustainable long-term careers.
Fáilte Ireland plays a key role in this work, providing comprehensive support for tourism jobs nationwide through training programmes, targeted funding, regional development initiatives, and measures that promote inclusive and high-quality employment.
Together, these measures will help ensure a stronger, more resilient tourism sector that offers quality employment and continues to contribute meaningfully to Ireland’s economy and communities.
County Galway is included in Fáilte Ireland’s Wild Atlantic Way and Ireland’s Hidden Heartlands Regional Tourism Development Strategies 2023–2027. Galway City and the west coast are positioned along the Wild Atlantic Way, while the east of the county forms part of Ireland’s Hidden Heartlands.
To activate these regional brands, Fáilte Ireland has established a series of Destination Experience Development Plans (DEDPs). These are five-year sustainable tourism development plans that bring together public and private partners to prioritise tourism projects and maximise their delivery. The DEDP process is highly collaborative, with agreed action plans assigning responsibility across stakeholders. The East Galway DEDP commenced in 2025, with the first working group meeting held in November. The process will continue throughout 2026, and it is anticipated that the draft plan will be ready later this year. East Galway is firmly positioned within the Ireland’s Hidden Heartlands brand.
Fáilte Ireland’s consumer marketing strategy is anchored by the Keep Discovering campaign, which encourages Irish and Northern Irish consumers to rediscover Ireland while showcasing compelling reasons to book now. The campaign runs year-round, with increased emphasis during off-peak periods to support season extension and year-round tourism.
Galway is promoted through a range of annual campaign initiatives. These include a dedicated Galway sting as part of Fáilte Ireland’s sponsorship of the RTÉ Weather, reaching an average of 1.6 million viewers per week over a two-week period, supported by RTÉ Player and RTÉ.ie. Galway also features in the Wild Atlantic Way Keep Discovering television advertisement, broadcast in the Republic of Ireland and Northern Ireland, complemented by social and digital activity. Additional Wild Atlantic Way advertising ran during summer 2025 across major broadcasters and high-profile events, including international rugby and GAA championships. A targeted 30-second YouTube advertisement promoted Galway to audiences living within a two-hour drive of the destination.
Galway also featured in digital partnerships with Lovin.ie, Joe.ie and HerFamily.ie, highlighting experiences such as Irish-language activities and indoor attractions. Consumer PR activity in 2025 included high-profile media features and influencer visits showcasing both Connemara and East Galway, resulting in national coverage across print, online and social platforms.
Fáilte Ireland is working closely with Galway County Council and tourism businesses to develop a connected network of experiences in East Galway. A tourism highlights map is currently in development and will be launched ahead of the 2026 holiday season.