Ireland Unveils New National Tourism Policy Focused on its Sustainable Tourism, Regional Development and Digital Transformation for the Future Growth

Published on December 11, 2025

The Irish hotel industry has welcomed the Government’s new National Tourism Policy, which provides a strategic roadmap to increase tourism revenue, supports SMEs, and improves visitor experiences throughout Ireland. Entitled “A New Era for Irish Tourism”, the policy will further position Ireland as one of the world’s premier tourism destinations and is also focused on sustainable growth, innovation, and regional development. This will have long-term effects on the tourism sector, benefiting hotels and accommodation providers while contributing to continued economic growth into the future.

Fostering Future Tourism Growth Through Regional Development

A key aspect of the National Tourism Policy is its emphasis on regional development, ensuring that the benefits of tourism are distributed more evenly across Ireland. Policymakers are focused on encouraging investment in rural areas, which will help alleviate the pressures of seasonal demand and strengthen local economies. This will have a long-term positive impact on regional tourism, encouraging travelers to explore parts of the country outside major urban hubs like Dublin.

By diversifying tourism offerings, particularly in rural areas, Ireland is poised to enhance its attractiveness as a destination for domestic and international tourists. This move will reduce congestion in well-visited locations, balance tourist flows, and ensure sustainable growth across the country. Regional tourism development is expected to create a more resilient and diverse tourism industry, benefiting local communities and small businesses long-term.

Culinary Tourism: A Key Element of Ireland’s Future Growth

For the first time, Ireland’s tourism strategy places a significant emphasis on culinary tourism, showcasing food-related experiences as a major driver for tourism growth. The policy highlights the country’s culinary heritage and the growing demand for gastronomy tourism worldwide. This focus presents an exciting opportunity for hotels and restaurants to integrate local food culture into their offerings, catering to the increasing number of tourists seeking authentic culinary experiences.

As gastronomy tourism continues to grow globally, Ireland’s focus on food tourism will help attract affluent travelers and food enthusiasts, further enhancing its reputation as a destination for both luxury travel and authentic, immersive experiences. This shift towards experiential tourism can also create opportunities for small producers and local food artisans to showcase their work, helping to grow local economies while promoting sustainable sourcing practices.

Digital Transformation and Workforce Development: Preparing for Future Tourism Demands

The National Tourism Policy also sets ambitious goals for sector digitization and workforce development, key components of Ireland’s future tourism growth. The policy targets increasing the tourism workforce from 228,000 to 250,000 people, with a focus on training initiatives to improve service quality and attract new talent into the hospitality industry. Additionally, 90% of tourism SMEs are expected to adopt advanced digital tools to enhance operational efficiency and improve guest experiences.

These measures will not only help attract and retain talent within the tourism sector but also position Ireland as a global leader in digital tourism. The adoption of digital tools will enable hotels and tourism businesses to streamline operations, personalize services, and deliver exceptional experiences for future travelers. Moreover, this investment in staff training and technological infrastructure will ensure that the country’s tourism sector remains competitive in an increasingly digitally-driven global market.

Enhancing Air Connectivity for Future Growth

The Strategic Air Access Programme included in the policy focuses on expanding airline routes to Ireland, ensuring that the country remains accessible to international visitors. Improved air connectivity is essential to meeting the future demand for tourism as travelers seek easier access to regional destinations. Enhanced flights will make it easier for global tourists to visit both urban and rural areas, encouraging the exploration of lesser-known regions and further boosting regional tourism growth.

Increased connectivity will also make Ireland a more attractive option for international investors and business tourists, helping to position the country as a key destination for conferences, meetings, and incentive travel. Over time, this will create a more stable, year-round tourism industry, supporting economic development and enhancing Ireland’s global competitiveness.

Long-Term Impact: Sustainability and Responsible Tourism

One of the policy’s core goals is to ensure sustainable tourism growth over the next decade. By focusing on responsible travel, eco-friendly practices, and cultural preservation, Ireland aims to attract eco-conscious travelers who are increasingly seeking destinations that align with their values. This focus on sustainability will be a key factor in maintaining Ireland’s long-term tourism success and ensuring that future generations can enjoy its natural beauty and cultural heritage.

As part of its sustainability strategy, Ireland is also focusing on creating long-term value through community engagement, local job creation, and responsible tourism development. By balancing economic growth with environmental responsibility, Ireland is setting the stage for a tourism sector that can thrive without compromising the natural resources and cultural assets that make the country so special.

A Sustainable and Resilient Future for Ireland’s Tourism

The National Tourism Policy represents a milestone in Ireland’s tourism development, building a platform of further development and sustainability for the future. Enhancing regional tourism, emphasizing culinary tourism, driving digital transformation, and improving air connectivity will get Ireland ready to be one of the most resilient yet competitive tourism destinations in the next few years. Emphasis on sustainability and inclusive growth means that the tourism sector can remain relevant to the country’s economic development without the degradation of the environment and with full respect for responsible tourism practices. These measures will further support the long-term success of Ireland as it continues to evolve into one of the finest destinations in the world and into the future, attracting tourists and investors alike for generations to come.