Our corporate strategy 2026 - 2029

Building on our existing pipeline of capital investment, we will introduce a structured short, medium and long–term investment pipeline with clear criteria and timelines that support delivery of Ireland's overall revenue, regionality and seasonality objectives. We will make investments that can be deployed quickly; refresh existing tourism experiences and in partnership with Tourism Ireland we will continue to develop internationally compelling visitor experiences.

With an increased focus on domestic consumers, we will deliver a strong, sustained marketing programme that will drive the development of the domestic market as an engine for revenue growth nationally, regionally and seasonally in line with government policy.

We will put industry competitiveness at the core of our enterprise supports. A diagnostic–led pathway will improve targeting and focus effort on outcomes that lift productivity, service quality and long–term business resilience. Our approach will be underpinned by an accessible model concentrating supports on the needs of tourism SMEs through simpler pathways, clearer processes and a more streamlined, insight–led client experience.

We will create a tourism economic and insight service that generates dynamic, responsive data-led insights and analysis of real-time spending, demand and business performance indicators to underpin better decision making across the sector and drive economic growth. Providing robust analysis to guide future investments, it will also evaluate the impact of those already made.

We will deploy a suite of supports that will help destinations and industry clients use AI and digital tools to improve on-line presence, AI-discoverability, enhance conversion performance and lift productivity, we will measure outcomes and focus on improving commercial impact.

We will work across the sector to ensure we turn Irish tourism's food and drink propositions into a more connected, discoverable set of experiences, linking producers, places and stories to grow regional pride, visitor spend and off‑peak demand - elevating the quality of the culinary offering and improving domestic and international perceptions of Irish food.

We will position tourism as a respected, future‑focused career that offers clear pathways and meaningful progression. Collaborating with employers and education partners we will build a modern, skilled, and sustainable tourism workforce that reflects the creativity and diversity of the sector. We will reframe tourism as a career of choice where people can start, grow, lead, and build successful businesses. Through clear pathways we will broaden awareness of the opportunities for tourism professionals.

We will work at destination and enterprise level to ensure Ireland excels across every aspect of the visitor experience from the authenticity of the offering to the warmth of our welcome, to the ease of planning, booking and moving through our destinations, we will give visitors more than they expect. Every interaction and experience should feel effortless, memorable, inclusive and genuinely worth the journey, strengthening Ireland's reputation and inspiring visitors to return again and again.

We will partner with local stakeholders to co-create local destination visions and plans that underpin Ireland's regional and seasonal development ambitions, using a destination maturity model to tailor the right destination development measures for each place. In less mature destinations, we will work with local stakeholders to build capability, develop product and strengthen placemaking. In mature destinations, we will focus on supply- and demand-side measures that grow off-peak demand and ensure an excellent visitor experience.

We will ensure that tourism growth strengthens the natural and social capital on which the industry depends. Supported by regional sustainable tourism indicators and practical initiatives, sustainability will be embedded and tracked across all aspects of tourism development, including climate resilience, nature‑positive practices, efficient resource use and the long‑term wellbeing of communities.