The Irish tourism sector is entering 2025 with optimism, following a strong showing in 2024 that showcased resilience and growth. Visitor numbers and overall expenditure saw a boost last year, thanks to an increase in supply and well-executed price adjustments. In 2024, over 300 new attractions and events were introduced across the country, contributing to the sector’s recovery and ongoing strength.
One of the standout moments in Irish tourism in recent weeks has been the success of events like the Dublin Lunar New Year celebrations and St Brigid’s Weekend. Aimée van Wylick, creative producer of the Brigit: Dublin City Celebrating Women programme, expressed pride in the record-breaking 108 events held this year, marking a cultural milestone. Both the parade and Imbolc Fair were vibrant celebrations that drew large crowds, solidifying the city’s reputation as a hub for cultural festivities.
Sustained Growth in Domestic Tourism
Sentiment from visitors remains positive, with domestic tourism revenues now significantly exceeding pre-pandemic levels. This trend highlights the continued popularity of staycations, with more people choosing to explore Ireland’s own rich offerings. Initiatives like Púca, which positions Ireland as the Home of Halloween, reflect efforts to extend the tourist season beyond the summer months. Fáilte Ireland’s strategic campaigns are designed to promote year-round tourism, ensuring that the country remains an attractive destination for both locals and international visitors.
Strategic Goals and Sustainability
Looking ahead, Fáilte Ireland is committed to sustainable growth, setting ambitious targets of a 5% national increase and 6% regional growth by 2026. A key part of this strategy includes enhancing visitor dispersal and retention, particularly in emerging destinations. The rise of online booking platforms presents new opportunities for Irish businesses to increase accessibility and streamline operations. By 2026, it is projected that 60% of tourism-related businesses will offer digital booking options, up significantly from just 19% in 2019.
Paul Kelly, CEO of Fáilte Ireland, outlined the importance of supporting Irish SMEs in adapting to changing market conditions. He noted that while some businesses faced challenges, the broader sector was benefiting from increased accommodation capacity and a wider range of events. This, in turn, has contributed to the overall sector’s growth, despite some day-to-day struggles faced by individual operators.
Challenges and Opportunities Ahead
While most attractions reported growth in revenue, 44% of activity providers experienced a decline in performance, and 11% saw no change. Price hikes aligned with rising costs, but many businesses were unable to increase prices enough to match inflation, further squeezing margins. However, there is optimism in the forecast for 2025, as nearly half of attractions and 38% of activity providers reported improved operating margins.
In terms of international tourism, Dublin Airport’s capacity constraints continue to be a concern, limiting overseas travel. However, the strength of the domestic market means that Irish tourism is not solely dependent on foreign visitors. As the year progresses, both tourism operators and stakeholders remain hopeful that with continued support and innovation, the industry will continue to flourish.
A Bright Future for Irish Tourism
With positive visitor sentiment, an increase in domestic tourism, and strategic initiatives in place to support sustainable growth, the Irish tourism sector is well-positioned to thrive in 2025. By addressing challenges, embracing digital transformation, and leveraging Ireland’s cultural wealth, the sector is set for a strong year ahead, contributing significantly to both the national and regional economies.
