Ireland Travel Hits New High: Aer Lingus Flies You into a Retail Experience Featuring Irish Brands Onboard

Published on November 25, 2025

Ireland’s tourism industry has received an exciting new boost as Aer Lingus, the country’s flagship airline, has unveiled an innovative onboard retail programme. This new initiative, a partnership with dnata, a leading global inflight services provider, is set to offer a fresh and engaging way for passengers to experience Irish culture and craftsmanship even before their feet touch the ground. The new retail experience not only promises to enhance the passenger journey but also plays a key role in promoting Irish brands to a global audience, which could have lasting benefits for the nation’s tourism sector.

Starting from November 2025, Aer Lingus will introduce a curated selection of Irish products onboard, including cosmetics, snacks, and other locally sourced items. Passengers flying with the airline will now be able to shop for these unique Irish products while in the air, with offerings ranging from the skincare brand Sculpted by Aimee to the food offerings from Deli-Lites, which includes freshly made sandwiches and wraps, all showcasing the best of Irish quality. The new inflight programme will reach over 10.5 million passengers annually, giving them a chance to engage with Ireland’s rich culture long before they land.

This initiative goes beyond simple shopping. It creates a tangible connection between visitors and the Irish products they may encounter throughout their stay. Many of these products, such as Tan Organic and The Smooth Company, reflect Ireland’s rich tradition of sustainability and craftsmanship. By bringing these items into the sky, Aer Lingus is creating an early introduction to Ireland’s growing reputation for high-quality, locally-made goods. It’s a clever strategy that could inspire travellers to seek out these brands and other local experiences once they arrive in Ireland.

From a tourism perspective, the new onboard retail programme aligns perfectly with Ireland’s broader tourism goals. The country’s tourism industry has long prided itself on its ability to deliver a personalised and authentic experience for its visitors. By offering these products in the air, Aer Lingus is providing travellers with a unique glimpse into Irish culture that goes beyond the typical souvenirs and experiences found on the ground. It adds a new layer to the visitor experience, enhancing the overall impression of Ireland as a destination that values its heritage and is eager to share it with the world.

The partnership between Aer Lingus and dnata also signals a shift in the way airlines are looking at onboard services. No longer is inflight retail just about selling duty-free items or snacks; it’s about creating a meaningful connection between the passenger and the destination. The airline is using modern technology to make this experience seamless and intuitive for passengers. With a fully digital interface, customers can browse available products before their flight through the “Bia” digital magazine, making it easier for them to decide what to purchase during their journey. The contactless payment system further enhances the convenience, allowing for a smooth and hassle-free transaction.

For the Irish tourism sector, the benefits of this partnership extend far beyond the in-flight experience. By introducing international passengers to local products, Aer Lingus is essentially offering a taste of Ireland before they even arrive. This exposure could lead to increased interest in visiting local shops, restaurants, and cultural sites once tourists land. It’s a subtle but effective form of destination marketing that encourages travellers to immerse themselves in the Irish way of life.

The new programme also opens up opportunities for smaller, independent Irish brands to reach a global audience. As more travellers encounter these products during their flights, they may be inspired to seek them out once they arrive in Ireland. This could result in increased foot traffic to local businesses, helping to stimulate the country’s economy by encouraging tourism spending in a wide range of sectors, from retail to hospitality.

In addition to boosting the local economy, the partnership between Aer Lingus and dnata highlights the importance of collaboration in the tourism and hospitality industries. By combining their expertise in both retail and inflight services, the two companies have created an experience that enhances the customer journey and highlights the best of what Ireland has to offer. As more countries look to innovate in the tourism space, Ireland’s proactive approach to integrating its culture with travel could set a new standard for how airlines and tourism boards work together.

As we move into the busy holiday season, passengers flying with Aer Lingus can look forward to not only a comfortable journey but also an enriching one. With new seasonal items such as Christmas-themed gift boxes and holiday sandwiches on the menu, the experience is set to become an integral part of the Irish tourism story. Whether they’re travelling for business, leisure, or family visits, passengers now have another reason to look forward to flying with Aer Lingus, knowing that their journey will begin with a taste of Ireland in the skies.

For the millions of tourists flying in and out of Ireland each year, this new initiative could prove to be more than just an inflight shopping experience. It’s an invitation to explore, to discover the flavours, scents, and craftsmanship of Ireland, setting the tone for the unforgettable experiences that await them once they land. With Aer Lingus at the forefront of this innovative retail programme, the future of Irish tourism looks even brighter.