The Irish tourism authority said the new strategy will replace broad programs with a smaller number of focused initiatives designed to deliver measurable and scalable results.
Better data, stronger partnerships and a simpler experience for tourism businesses will underpin the approach.
Investment and domestic demand
A key priority will be a new short-, medium- and long-term investment pipeline. Fáilte Ireland plans to prioritize projects according to clear criteria and timelines, supporting national revenue growth while addressing regional and seasonal imbalances.
The agency will also accelerate investment that can be deployed quickly and refresh existing tourism experiences. In partnership with Tourism Ireland, it will continue developing internationally competitive visitor experiences.
Domestic tourism will receive greater attention, with a sustained marketing program designed to make Irish consumers a stronger engine of tourism revenue.
More competitive tourism businesses
Fáilte Ireland will place industry competitiveness at the heart of its enterprise support programs.
A diagnostic-led approach will identify the specific needs of tourism businesses and target support toward productivity, service quality and long-term resilience. The agency said smaller businesses will benefit from simpler processes, clearer pathways and a more streamlined client experience.
Data will play a much larger role. Fáilte Ireland plans to establish a tourism economic and insights service capable of tracking real-time spending, demand and business performance.
The goal is to provide better evidence for future investment decisions while measuring the economic impact of existing programs.
AI, food and tourism careers
Digital transformation is another central pillar. Fáilte Ireland will provide support to destinations and businesses using AI and digital tools to improve their online presence, increase AI discoverability and boost conversion and productivity.
Food and drink will also become a bigger part of Ireland’s tourism proposition. The strategy aims to connect producers, destinations and local stories more effectively, increasing visitor spending while supporting regional pride and off-peak demand.
Fáilte Ireland also wants tourism to be seen as a long-term career choice. Working with employers and education partners, it plans to create clearer career pathways and promote tourism as a sector where people can develop skills, advance and build businesses.
Regional and sustainable growth
Improving the visitor experience will remain a priority, from the authenticity of tourism products and quality of the welcome to easier trip planning, booking and movement around destinations.
Regional development will be tailored to the maturity of individual destinations. Emerging destinations will receive support to build capabilities and develop products, while more established areas will focus on increasing off-peak demand and improving the visitor experience.
Sustainability will be embedded across the strategy, with Fáilte Ireland focusing on climate resilience, nature-positive practices, efficient resource use and community well-being.
The overall objective is to ensure tourism growth delivers stronger economic returns while protecting the environmental and social assets that underpin Ireland’s visitor economy.
Tags: Fáilte Ireland Irish tourism
