Ireland’s New Tourism Strategy to Boost Mayo’s Regional Development and Visitor Numbers

Published on December 3, 2025

The recent launch of Ireland’s National Tourism Policy Statement has outlined ambitious objectives aimed at stimulating the country’s tourism sector over the next six years. This comprehensive policy will increase tourism revenue, attract more international visitors, support local businesses, and ensure sustainable tourism practices. In Mayo’s case, this new policy brings exciting prospects, with particular emphasis on regional growth, the creation of additional jobs, and the enhancement of the county’s rich cultural and natural resources.

A New Era for Tourism in Ireland: The Policy’s Vision

The new National Tourism Policy has been welcomed by Minister of State at the Department of Enterprise, Alan Dillon TD, who sees the policy as a transformative opportunity for Mayo and the West of Ireland. The government has committed to 71 policy objectives that will guide the sector’s growth, competitiveness, and resilience over the next six years.

At the launch, Minister Dillon emphasized the strategic shift in placing tourism under the Enterprise portfolio. This new focus offers opportunities for innovation, regional development, and a stronger commitment to supporting small and medium-sized enterprises (SMEs) within the tourism sector.

According to Minister Dillon, the policy marks a new era for Irish tourism, with an emphasis on creating sustainable, year-round tourism, developing less mature destinations, and ensuring the entire sector benefits from digital transformation and innovation. As Ireland recovers from the pandemic, the policy is designed to ensure the country’s tourism sector continues to grow, diversify, and attract tourists from both near and far.

Regional Growth and Benefits for Mayo

One of the key components of the National Tourism Policy is its focus on promoting regional development, specifically for destinations that have not yet reached their full tourism potential. For Mayo, this means greater investment in the northern stretch of the Wild Atlantic Way, an area rich in natural beauty, culture, and history but often overshadowed by more established destinations.

Minister Dillon highlighted that Mayo and the West of Ireland are set to benefit from the policy’s ambitious target of increasing visitor numbers by at least 7% annually. This boost in tourism will directly impact local businesses, communities, and jobs, creating new opportunities for regions such as Achill, Belmullet, Ballina, and Westport. These areas, known for their scenic coastlines, heritage sites, and outdoor activities, will gain increased exposure and investment, providing a steady stream of visitors throughout the year.

The strategy ensures that Mayo’s tourism sector can grow while maintaining a balance with sustainability. With the introduction of initiatives like greenways, blueways, and cultural festivals, Mayo will enhance its appeal to tourists while preserving the natural environment that makes the region so attractive.

Economic Growth and Job Creation in Mayo

The policy also emphasizes economic growth, with overseas tourism revenue expected to reach €9 billion by 2031. Domestic tourism is forecasted to generate €5.8 billion, leading to increased spending across hotels, restaurants, activity providers, and local attractions in Mayo.

Tourism is a vital driver of employment, especially in rural regions like Mayo. The policy sets a target to create at least 250,000 tourism-related jobs across Ireland by 2031. For Mayo, this means more employment opportunities in hospitality, transport, cultural services, and outdoor activities, which will help diversify the local economy and provide stable income sources for communities.

Fostering Year-Round Tourism for Mayo

A significant aspect of the new tourism strategy is its focus on fostering year-round tourism, which is crucial for regions like Mayo that are heavily reliant on peak-season visits. By promoting off-peak travel between October and May, the policy seeks to reduce the reliance on the summer season and spread tourism activity throughout the year. This will not only create jobs during the traditionally quieter months but also help mitigate the seasonal fluctuations in demand that many tourism businesses face.

The development of the off-peak season aligns with the policy’s broader objective to create a more balanced, sustainable tourism economy. By reducing the seasonal strain on businesses and communities, year-round tourism will allow the sector to thrive continuously, benefiting local economies in all seasons.

Embracing Sustainability and Innovation in Tourism

Sustainability remains at the core of Ireland’s tourism strategy, and Mayo is poised to become a leader in green tourism. One of the policy’s goals is to reduce tourism-related emissions by 45% by 2030, supporting national climate objectives and establishing Ireland as a top destination for eco-conscious travelers.

In Mayo, sustainable practices will be promoted across tourism SMEs, encouraging local businesses to adopt green technologies and practices. Digital transformation is also a priority, with the policy aiming for 90% of tourism SMEs to adopt advanced digital tools by 2031. This includes the use of AI-driven systems, which will enable businesses in Mayo to stay competitive globally while remaining rooted in local heritage and traditions.

Elevating Culinary Tourism in Mayo

Culinary tourism is another key pillar of the new tourism policy, and Mayo’s rich food heritage is set to be showcased to a broader audience. With renowned local specialties such as Clew Bay oysters and Achill lamb, Mayo is well-positioned to elevate its culinary tourism offerings. The policy includes the development of a new Culinary Tourism Strategy that will support local farmers, fishers, and artisan food producers while promoting Mayo as a premier food destination.

By highlighting the county’s unique food culture, the policy aims to attract food enthusiasts and strengthen the local economy. As part of the strategy, Mayo’s food heritage will be incorporated into broader tourism campaigns to increase visibility and interest among domestic and international visitors.

The Future of Tourism in Mayo and the West of Ireland

For Mayo, this policy means the future for tourism in the region is secure, with a clearly defined route toward higher visitor numbers, job creation, and economic growth. As the sector continues to evolve, the new strategy positions Mayo to lead Ireland’s tourism recovery and to help unlock the full potential of the West of Ireland as a must-see destination for travelers worldwide.