Fáilte Ireland has launched a new three-year corporate strategy aimed at driving sustainable growth across Ireland’s tourism sector, with a strong focus on boosting domestic tourism, improving business competitiveness and spreading the economic benefits of the industry more evenly across the country. The Corporate Strategy 2026–2029, launched by Minister for Enterprise, Tourism and Employment Peter Burke, sets out a roadmap to deliver the Government’s tourism ambitions, including a target of achieving 7% annual domestic tourism revenue growth. This specific figure stands in contrast to the broader, less predictable global travel market, suggesting a deliberate pivot toward stabilizing the national economy through local spending rather than relying on volatile international arrivals.
Among the key initiatives are the development of a new Culinary Tourism Strategy to strengthen Ireland’s food and drink offering, the launch of an Outdoor Ireland programme focused on walking, cycling and water-based visitor experiences, and expanded supports to help tourism businesses adopt digital technologies and artificial intelligence. The strategy also includes a new investment model centred on economic impact and destination competitiveness, enhanced enterprise supports through a more tailored approach, a new tourism data and economic insights service, and further investment in festivals, attractions and visitor experiences designed to encourage year-round tourism.
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Launching the strategy, Minister Burke said tourism remains one of Ireland’s most important economic sectors, supporting businesses, jobs and communities across every region. “This strategy provides a clear framework for delivering the ambitions set out in A New Era for Irish Tourism, including the target of achieving 7% annual domestic tourism revenue growth,” he said. “By driving stronger year-round demand, extending the tourism season and supporting growth in less mature destinations, we can spread the economic benefits of tourism more evenly across the country while strengthening local economies and communities.” The agency would concentrate over the next three years on improving the competitiveness and resilience of tourism businesses while investing in world-class visitor experiences.
The agency would concentrate over the next three years on improving the competitiveness and resilience of tourism businesses while investing in world-class visitor experiences. “By taking a more focused and evidence-led approach, we can help businesses improve performance, adopt digital and AI opportunities, and compete more effectively in an evolving marketplace,” the Minister added. Initiatives including the Culinary Tourism Strategy, Outdoor Ireland programme, enhanced enterprise supports and strategic investment measures are intended to create stronger tourism businesses and deliver greater value across the sector.
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The strategy has been welcomed by the Irish Hotels Federation (IHF), which said it provides a clear framework for achieving the Government’s domestic tourism growth ambitions while addressing long-term competitiveness. The federation noted that tourism is one of Ireland’s largest indigenous industries, supporting one in ten jobs nationwide, including more than 69,000 people directly employed in hotels and guesthouses.
IHF Chief Executive Paul Gallagher said the strategy “gives a clear sense of direction for the next three years”, adding that the organisation particularly welcomed its focus on improving competitiveness, strengthening regional tourism and encouraging travel outside the peak summer season. Gallagher emphasized that hotels and guesthouses account for approximately 70% of Ireland’s tourism accommodation bedspaces and have a critical role to play in supporting further growth and drawing visitors into rural and regional areas.
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