Ireland’s New Tourism Vision: How the Country is Expanding Beyond Dublin to Offer Richer, Greener Experiences

Published on December 1, 2025

The organization is taking the first necessary steps to implement Ireland’s transformation vision with the release of the New National Tourism Policy statement, After sustaining growth for the next eight years, the new National Policy aims to achieve the goal of balanced, inclusive, and sustainable tourism growth – economically, socially, and regionally. The first goal of the statement is to diversify tourism to lesser known regions across the country and to expand and strengthen the country’s tourism beyond the heavily traveled Dublin and Wild Atlantic Way regions to lesser known and/or visited green, eco-friendly destinations. We highlight the key components of the vision, and the expected outcomes for the tourism sector and the travelers.

Broadening the Reach of Irish Tourism: Focusing on Regional Growth

Ireland has long been known for its iconic destinations like Dublin and the Wild Atlantic Way. While these remain crucial to the country’s tourism sector, the Irish government’s new tourism policy seeks to distribute visitor numbers—and their economic impact—more evenly across the country. The goal is clear: boost tourism in less-explored regions while ensuring the benefits are felt far beyond Dublin.

The government’s plan targets a steady 7% annual growth in visitor numbers for less developed regions, with a special focus on areas like Ireland’s Hidden Heartlands, Ireland’s Ancient East, and the northern stretch of the Wild Atlantic Way. These regions are poised to benefit from government-led initiatives such as the Destination Experience Development Plans (DEDPs), which will improve public spaces, local attractions, and infrastructure.

This expansion effort also aligns with the European Union’s Just Transition Fund, especially in the Midlands, where the government will invest in new visitor experiences and sustainable tourism infrastructure, including walking and cycling trails. This focus on greener travel options aims to revitalize communities, particularly those affected by the end of peat extraction.

Embracing Culinary Tourism: Putting Food at the Heart of the Experience

Food plays a central role in Ireland’s tourism strategy. While visitors have long associated Ireland with pubs and hearty meals, the country is now emphasizing its growing reputation for quality, locally sourced food and drink. According to research, more than 80% of visitors rate Irish food as “very good” after trying it, with food and drink already accounting for a significant portion of visitor spending.

The government plans to develop a dedicated Culinary Tourism Strategy that will feature food trails, immersive culinary experiences, and promote local produce. From fresh seafood and artisan cheeses to craft beers and grass-fed beef, Ireland’s food scene will be marketed as an integral part of its tourism offering. Local festivals, markets, and food stories will also play a role in attracting tourists year-round, ensuring that visitors can experience authentic Irish flavors no matter when they visit.

Greener, More Inclusive Tourism: A Focus on Sustainability

Sustainability has become a core element of the new tourism policy. Ireland’s tourism industry will play an active role in meeting national climate and biodiversity targets by reducing its carbon footprint and promoting eco-friendly practices. Small businesses, which make up 90% of the sector, will be encouraged to adopt energy-efficient measures, with financial support provided by agencies such as Fáilte Ireland and the Sustainable Energy Authority of Ireland.

At the same time, the policy prioritizes inclusivity, aiming to make Ireland an internationally recognized accessible tourism destination. The government plans to work with industry and advocacy groups to ensure that people with disabilities, older travelers, families with young children, and neurodivergent individuals can access attractions and services without barriers.

This inclusive approach is paired with a commitment to removing discrimination from the tourism experience. Visitors will be encouraged to explore Ireland free from any barriers based on sexuality, race, gender, or ability, further enhancing the country’s appeal as a welcoming destination for all.

Improving Accommodation and Regulating Short-Term Lets

A critical part of the new tourism policy is addressing Ireland’s accommodation needs. With a portion of hotel stock currently used for humanitarian accommodation, the government is working to transition more beds back into the tourism sector. This will be supported by the development of a Tourism Accommodation Strategy, which will identify the types of accommodation needed in regions outside the capital.

Additionally, new legislation will regulate short-term rental platforms like Airbnb. By introducing a register of short-term rental properties and establishing a National Planning Statement for Short-Term Letting, the government aims to balance the tourism benefits of these platforms with the pressing need for long-term housing in many communities.

Targeting High-Value Visitors: Chasing New Markets

Ireland’s new tourism policy is not focused on becoming a low-cost destination, but rather attracting high-value visitors. These are tourists who stay longer, spend more, and travel beyond the capital. North America remains a vital market for Ireland, especially the United States, with American visitors generating over €2.2 billion in revenue in 2024 alone. However, the government recognizes the need to diversify its markets, ensuring that it remains agile and adaptable to economic shifts.

Efforts to attract high-value visitors will involve a strong emphasis on digital marketing, unique regional experiences, and year-round offerings that entice travelers to explore Ireland’s hidden gems rather than just the familiar hotspots.

A Greener, More Resilient Future for Irish Tourism

The new tourism policy is designed to not only boost the economy but also ensure the long-term resilience and sustainability of the tourism industry. By spreading the economic benefits across more regions, promoting eco-friendly practices, and creating new, high-value travel experiences, Ireland is setting the stage for a more inclusive, diverse, and environmentally conscious tourism sector.

This transformation is expected to increase tourism revenue from €9.6 billion to €14.8 billion by 2031, creating at least 250,000 jobs in the process. As the tourism industry evolves, Ireland’s new approach offers travelers an exciting opportunity to discover the country beyond its well-known attractions, while also supporting local businesses and communities in the process.

A New Chapter in Ireland’s Tourism Story

The organization is taking the first necessary steps to implement Ireland’s transformation vision with the release of the New National Tourism Policy statement, After sustaining growth for the next eight years, the new National Policy aims to achieve the goal of balanced, inclusive, and sustainable tourism growth – economically, socially, and regionally. The first goal of the statement is to diversify tourism to lesser known regions across the country and to expand and strengthen the country’s tourism beyond the heavily traveled Dublin and Wild Atlantic Way regions to lesser known and/or visited green, eco-friendly destinations. We highlight the key components of the vision, and the expected outcomes for the tourism sector and the travelers.