Ireland’s New Tourism Plan Focuses on Food and Culture to Boost Growth, but Faces Challenges

Published on December 7, 2025

In 2025, Ireland introduced an ambitious tourism policy aimed at positioning the country as a global leader in food tourism and cultural exploration. The strategy seeks to elevate Ireland’s tourism sector by emphasizing sustainable travel, promoting local food experiences, and expanding the country’s cultural offerings. With a goal of increasing tourism revenue by 20% within five years, the policy hopes to tap into the growing global interest in culinary travel. However, experts have raised concerns about the challenges in meeting these targets, especially regarding food tourism’s economic impact, gaps in data collection, and the rising competition from other well-established food destinations.

Food Tourism: Ireland’s Emerging Culinary Destination

Food tourism is at the heart of Ireland’s new strategy. The country’s culinary scene, rich with locally sourced ingredients, world-renowned Irish whiskey, and artisanal cheeses, is gaining increasing recognition. As part of the new plan, the Irish government has identified food tourism as a key sector for growth, with the aim of attracting food lovers and culinary tourists from around the world.

Ireland’s regional food culture is diverse, from the fresh seafood of County Cork and Kilkenny’s food festivals to the vibrant restaurant scene in Dublin, which has garnered international acclaim. By investing in initiatives such as farm-to-table experiences, local food tours, and expanding food festivals, the government seeks to highlight Ireland’s culinary treasures while encouraging tourists to explore the country’s regional delicacies.

However, tourism experts caution that the food tourism sector may face difficulties in reaching its full potential. Challenges such as inconsistent data on food tourism’s economic impact, competition from other global food destinations, and the need for more focused marketing could hinder the country’s ability to achieve the ambitious goals set out in the policy.

Revenue Growth Goals and Industry Concerns

The Irish government’s target of increasing tourism revenue by 20% over the next five years is an ambitious one, especially as the global travel industry continues to recover from the pandemic. While the policy envisions attracting more high-spending tourists, the pressure to increase visitor numbers without compromising sustainability presents a significant challenge. Countries like France, Italy, and Spain already have well-established reputations for luxury and cultural tourism, which means Ireland must work harder to differentiate itself in these areas.

Moreover, the ongoing shift toward eco-conscious travel post-pandemic requires Ireland to balance growth with responsible tourism practices. Tourism experts believe that achieving the revenue growth target will necessitate a nuanced approach that focuses on attracting the right type of tourists while preserving the country’s natural and cultural heritage.

Data Gaps and the Need for Improved Insights

A critical issue facing Ireland’s tourism policy is the lack of comprehensive and accurate data on food tourism’s economic impact. While the sector shows significant promise, the absence of detailed information on tourist spending habits, particularly related to food experiences, complicates the development of effective marketing and investment strategies. Gathering more granular data about visitor demographics, preferences, and regional travel patterns will be essential to targeting food tourists from key markets, including the United States, Germany, and the UK.

Tourism experts emphasize the importance of better data collection to track the success of food tourism initiatives and make informed decisions. By understanding which food-related experiences attract foreign visitors, Ireland can craft more tailored campaigns and establish stronger partnerships with international tourism bodies.

Sustainability and Local Involvement in Tourism

Sustainability is a key pillar of Ireland’s tourism strategy. The policy encourages tourists to engage with local food producers, markets, and eco-friendly food experiences. This approach aims to support rural communities and promote responsible tourism practices, benefiting both local economies and the environment.

Local businesses, such as small-scale food producers, restaurants, and rural tour operators, will play a crucial role in the success of the policy. By providing authentic and sustainable food experiences, these businesses can capitalize on the growing interest in food tourism. However, experts warn that to ensure the long-term sustainability of these practices, the government must provide adequate support to small businesses, helping them scale up without compromising their sustainable values.

Looking to the Future: Mexico’s Role in Shaping Tourism

Despite the challenges, the future of Ireland’s tourism sector remains promising. With the right investments in infrastructure, sustainability, and marketing, the country’s rich cultural and culinary offerings can attract food lovers and cultural tourists from around the world. The policy’s broader goals also include diversifying Ireland’s tourism offerings, encouraging year-round visitation, and promoting destinations outside the major cities. By targeting international food tourism markets and supporting local businesses, Ireland is poised to strengthen its position as a premier destination for culinary and cultural experiences.

Conclusion: A Path Forward for Ireland’s Tourism Industry

Ireland’s new tourism strategy reflects a forward-thinking approach, blending food tourism with sustainability and local engagement. While there are significant challenges ahead, particularly in terms of data collection and competition from other European destinations, the country’s rich culinary traditions and commitment to eco-friendly tourism provide a strong foundation for future growth. If the right investments are made and data gaps are addressed, Ireland has the potential to become a global leader in food tourism, offering a diverse, enriching experience for travelers seeking authentic cultural and culinary adventures.