Ireland Targets 2027 Tourism Growth as Australian and New Zealand Travel Agents Explore Iconic Destinations

Ireland tourism is being promoted to long-haul holidaymakers through a familiarisation visit involving eight Australian and New Zealand travel agents. Hosted by Tourism Ireland, Fáilte Ireland and Tourism Northern Ireland, the trip has introduced the agents to historic attractions, coastal landscapes, cultural experiences and accommodation across the island.

From Belfast and the Causeway Coast to Galway and Dublin, a varied itinerary has been arranged to showcase the breadth of the visitor offering. The initiative is intended to strengthen the agents’ destination knowledge across diverse visitor experiences, encouraging more informed recommendations to customers considering an Irish holiday in 2027 and beyond.

Ireland Tourism Promotion Through a Cross-Island Familiarisation Visit

The visiting group has been given an opportunity to assess the country’s tourism appeal through direct experience rather than promotional material alone. The itinerary was organised by three tourism bodies, bringing together attractions and activities in Northern Ireland and the Republic of Ireland.

A particular emphasis has been placed on experiences that could be explained and recommended when the agents return to Australia and New Zealand. Historic sites, outdoor adventures, distinctive accommodation and guided visits have all featured.

For Australian and New Zealand travel agents, the programme offered a broad introduction to Ireland travel destinations within one extended journey. The Tourism Ireland promotional campaign has been designed to help the travel trade communicate the variety of holidays available across the island, with 2027 and later travel in focus.

Northern Ireland Highlights Heritage, Coastal Scenery and Outdoor Adventure

The journey opened in Northern Ireland, where the group explored several of the region’s major visitor attractions. At Game of Thrones Studio Tour, an internationally recognised screen connection was featured, while Belfast’s local character was experienced through a guided food tour with Taste & Tour.

Titanic Belfast was also included, allowing the agents to encounter one of the city’s leading heritage attractions. Further north, visits were made to The Gobbins Cliff Path and the Giant’s Causeway, presenting two contrasting ways of experiencing the dramatic coastal environment.

The itinerary continued into County Fermanagh. An Erne Water Taxi tour introduced the waterways, while Boatyard Distillery and Lough Erne Resort were visited. A walk along the Cuilcagh Boardwalk Trail added an active outdoor element to the programme.

From Mayo to Dublin: Ireland’s Varied Visitor Experiences

After Northern Ireland, the group travelled west to County Mayo, where a Westport Food Tour was included. The experience provided another perspective on how guided activities can form part of a visitor’s exploration of an Irish town.

In Galway and the surrounding area, the itinerary covered DK Connemara Oysters, Kylemore Abbey, Ballynahinch Castle and The Hawthorn by Galway Bay, described in the programme as a new luxury hotel. These visits introduced a combination of local enterprise, heritage settings and accommodation.

The agents also took part in Galway’s Stroll to the Stout tour. At Ashford Castle, clay pigeon shooting formed part of the activities. Together, these stops illustrated how Ireland travel destinations can be presented through both established landmarks and more specialised experiences.

Roscommon and Dublin Complete the Cross-Island Itinerary

The final stages of the trip brought the agents towards Roscommon town for a baking experience at Margaret’s Kitchen. This practical activity added a different kind of visitor encounter to an itinerary that had already included coastal walks, cultural landmarks and guided tours.

In Dublin, the group visited EPIC The Irish Emigration Museum, introducing a further element of Irish history through the experiences of emigration. Lunch with Vintage Tea Trips completed the capital’s programme and marked the end of the journey.

Across these stops, the agents were exposed to experiences of different lengths, settings and styles. The range was intended to make it easier for them to understand what might appeal to holidaymakers with varied interests.

Why the Visit Matters for Travel Trade Promotion

The Tourism Ireland promotional campaign has been directed towards people who influence holiday decisions before travellers leave home. By meeting the destination first-hand, the agents can return with a clearer understanding of its attractions and the types of experiences on offer.

Tourism Ireland’s Australia and New Zealand manager, Sofia Hansson, said the organisation had been pleased to welcome the group. She explained that direct experience was expected to deepen the agents’ enthusiasm and help Ireland secure a greater share of the travel business they handle.

No additional visitor forecasts or booking figures were provided with the announcement. The stated objective remains to promote Ireland tourism to prospective holidaymakers from Australia and New Zealand in 2027 and beyond.

Conclusion

The familiarisation journey has given eight travel specialists an extensive introduction to the island’s scenery, heritage, accommodation and organised activities. Northern Ireland’s coastal attractions and waterways were explored before the programme moved through Mayo, Galway, Roscommon and Dublin. By bringing these experiences together, the tourism organisations have sought to build stronger destination awareness among advisers working with long-haul travellers.

The initiative also underlines the importance placed on first-hand knowledge in promoting Ireland tourism. Its intended outcome is straightforward: better-informed recommendations from the visiting agents and increased interest in Irish holidays in both markets during 2027 and the years that follow.