Ireland is embarking on a significant transformation of its domestic tourism sector with the launch of a new national strategy designed to encourage year-round travel, expand tourism beyond traditional hotspots and strengthen local economies across the country. The long-term plan targets 7% annual growth in domestic tourism revenue, aims to increase overnight travel income from €3.6 billion in 2024 to €5.8 billion by 2031, and supports the creation of more than 200,000 tourism-related jobs by 2030. By promoting emerging destinations alongside established attractions, Ireland is encouraging travellers to explore more regions while supporting sustainable growth across the visitor economy.
Ireland Sets a New Direction for Domestic Tourism
Ireland’s latest tourism strategy focuses on strengthening domestic travel while creating a more balanced visitor economy.
The plan encourages residents to travel throughout the year rather than concentrating holidays during the summer months. Tourism authorities are also placing greater emphasis on regional destinations, allowing visitors to experience a wider range of landscapes, heritage sites, coastal communities and cultural attractions.
The strategy aims to distribute tourism activity more evenly across seasons and regions.
Seven Percent Annual Growth Target Guides the Strategy
One of the central objectives is achieving sustained annual growth in domestic tourism revenue.
Ireland plans to increase overnight domestic travel income from €3.6 billion recorded in 2024 to €5.8 billion by 2031. Higher visitor spending, longer stays and increased year-round travel are expected to contribute to this objective while supporting businesses operating throughout the tourism supply chain.
The strategy also seeks to strengthen long-term resilience within Ireland’s tourism sector.
Hidden Destinations Receive Greater Attention
Ireland is encouraging travellers to look beyond its most familiar attractions.
Alongside destinations such as Dublin, Galway, Cork and Killarney, the strategy highlights smaller towns, rural communities, coastal villages and lesser-known heritage locations. Expanding visitor interest in these areas helps spread tourism benefits while providing travellers with new experiences across the country.
Regional tourism boards are expected to continue promoting local culture, outdoor activities, food experiences and community-based tourism.
Year-Round Travel Reduces Seasonal Dependence
Reducing reliance on peak summer travel forms another important part of the new tourism vision.
Ireland is encouraging travel during autumn, winter and spring by promoting festivals, cultural events, wellness experiences, nature tourism and outdoor recreation throughout the year. Hotels, attractions and local businesses benefit from more consistent visitor activity beyond the traditional holiday season.
A broader seasonal distribution also supports workforce stability within the hospitality industry.
Local Businesses Stand to Benefit
Tourism remains an important contributor to Ireland’s economy, supporting accommodation providers, restaurants, attractions, transport operators and retail businesses.
By encouraging visitors to spend more time exploring different regions, the strategy aims to increase economic opportunities for small businesses and local communities. Family-run guesthouses, independent cafés, craft producers and regional tour operators are among those expected to benefit from stronger domestic travel demand.
The approach supports broader economic development across urban and rural areas alike.
Cultural and Nature Tourism Continue Driving Visitor Interest
Ireland’s diverse tourism experiences remain central to the strategy.
Travellers continue exploring the Wild Atlantic Way, Ireland’s Ancient East, historic castles, scenic coastal routes, national parks and vibrant cities. Walking trails, cycling routes, literary heritage, traditional music, gastronomy and cultural festivals continue attracting visitors seeking authentic travel experiences.
These attractions encourage longer stays while promoting repeat visits throughout the country.
Transport Networks Support Regional Exploration
Ireland’s transport infrastructure continues making regional travel more accessible.
Dublin Airport, Cork Airport, Shannon Airport and Ireland West Airport Knock provide domestic and international connectivity, while rail and coach services link major cities with regional destinations. Improved road networks also support self-drive holidays, one of the country’s most popular ways to explore coastal routes and rural landscapes.
Accessible transport continues encouraging multi-destination itineraries across Ireland.
Key Visitor Information
Location: Island of Ireland, northwestern Europe.
Nearest International Airports: Dublin Airport, Cork Airport, Shannon Airport, Ireland West Airport Knock and Belfast International Airport for cross-border travel.
Nearest Railway Station: Dublin Heuston Station and Dublin Connolly Station, with national rail connections across Ireland.
Nearby Attractions: Wild Atlantic Way, Cliffs of Moher, Ring of Kerry, Giant’s Causeway, Connemara National Park, Rock of Cashel, Kilkenny Castle, Killarney National Park and Ireland’s Ancient East.
Local Currency: Euro (EUR). Northern Ireland uses the Pound Sterling (GBP).
Conclusion
Ireland’s new tourism strategy sets out a long-term roadmap for expanding domestic travel through sustained annual growth, year-round tourism and stronger regional development. By encouraging travellers to explore hidden destinations alongside established attractions, the country aims to increase visitor spending, strengthen local businesses and create broader economic opportunities across communities. Supported by extensive transport networks, rich cultural heritage and diverse natural landscapes, Ireland is positioning its domestic tourism sector for steady and more balanced growth through 2031.
