Taste the Best of Ireland: New Tourism Plan Promotes Food Tourism and Local Culture

Published on December 6, 2025

Ireland’s new tourism policy, launched in 2025, outlines an ambitious strategy to boost tourism revenue and attract more visitors to the country. With a focus on food tourism, sustainable travel, and expanding Ireland’s cultural offerings, the policy aims to position Ireland as a top global destination for the next decade. However, experts are raising concerns about the potential challenges in reaching the set targets, particularly regarding the burgeoning food tourism market, gaps in data collection, and the realistic feasibility of ambitious revenue goals.

The Irish government has set a bold target of increasing tourism revenue by 20% over the next five years, which would significantly contribute to the country’s economy. In addition to general tourism growth, the policy specifically highlights food tourism as a key sector for expansion, capitalising on Ireland’s culinary heritage and its emerging reputation for world-class gastronomy.

Food Tourism: A Growing Trend in Ireland’s Tourism Sector

Ireland’s food culture has been gaining increasing recognition on the global stage. The country is home to a vibrant culinary scene, from its world-famous Irish whiskey distilleries and artisan cheeses to its rich seafood and fresh produce. The Irish government has positioned food tourism as a central component of its strategy, aiming to attract food lovers and culinary enthusiasts to explore the country’s unique food experiences.

The new policy focuses on promoting Ireland’s regional food offerings, from County Cork’s artisan markets and Kilkenny’s food festivals to Dublin’s restaurant scene, which has garnered international acclaim. By investing in food tourism initiatives, such as farm-to-table experiences, food tours, and expanding the food festival calendar, Ireland aims to strengthen its position as a culinary destination.

However, some tourism experts argue that while food tourism presents significant potential, achieving the policy’s ambitious goals will not be easy. They point to challenges such as a lack of consistent data on food tourism’s actual economic impact, the need for more targeted marketing, and the growing competition from other countries that have already established themselves as global food tourism destinations.

Revenue Growth Targets and Industry Concerns

Ireland’s tourism industry is expected to face an uphill battle in meeting the revenue growth targets outlined in the policy. The goal of increasing tourism revenue by 20% within five years comes at a time when global travel patterns are still recovering from the impacts of the pandemic, and tourism trends are shifting rapidly. Experts caution that achieving this target will require a more nuanced approach, particularly in balancing sustainable growth with the pressure to increase visitor numbers.

The policy envisions an increase in high-spending tourists, but challenges remain in attracting these visitors, especially with competition from other European countries. Countries like France, Italy, and Spain have well-established reputations for luxury and cultural tourism, which makes it harder for Ireland to compete in these sectors. Additionally, the COVID-19 pandemic has altered global travel behaviors, with many travelers now prioritizing eco-conscious travel and seeking destinations that offer a balance of culture, nature, and sustainability.

Data Gaps and the Need for Better Insights

Another challenge for the Irish tourism policy is the significant gap in accurate and comprehensive data. While the food tourism sector shows promise, the lack of detailed data on the economic impact of food tourism activities complicates efforts to measure success and refine marketing strategies. Better data collection, particularly on tourist spending habits related to food, will be crucial for tracking progress and adapting strategies accordingly.

In addition, tourism experts stress that the industry needs more granular insights into traveler demographics, preferences, and regional patterns to effectively tailor marketing efforts and investment. For instance, understanding the specific food-related experiences that attract foreign visitors will help tourism boards develop more focused campaigns and partnerships, allowing Ireland to target food tourists from key markets, such as the United States, Germany, and the UK.

Sustainability and Local Involvement in Tourism

Sustainability is a major part of the new tourism policy, which emphasizes the need for responsible and eco-friendly tourism practices. As part of the push to grow food tourism, the policy encourages tourists to explore local food producers, markets, and sustainable food experiences that benefit local communities. This approach aims to generate economic benefits for rural areas and promote sustainable practices within the hospitality and agriculture sectors.

Local food producers, restaurants, and tour operators in rural areas are expected to play a crucial role in this strategy. By providing authentic food experiences and promoting Ireland’s rich culinary heritage, these local businesses are poised to benefit from increased tourist interest. However, experts warn that for sustainability to succeed, the policy must ensure adequate support for small producers and businesses to help them scale without compromising their sustainable practices.

Looking Ahead: The Future of Irish Tourism

As Ireland moves forward with its tourism policy, there is optimism about the potential for food tourism to help transform the industry. However, the challenges outlined by experts mean that achieving the full vision of the policy will require careful planning, better data, and more focused investment. Partnerships with international tourism bodies, food organisations, and sustainable travel networks will be crucial for amplifying Ireland’s food tourism offerings and ensuring long-term success.

The policy’s broader goals also include growing tourism outside of the peak summer months, encouraging year-round visitation, and diversifying Ireland’s appeal beyond its major cities. With Ireland’s stunning landscapes, historic sites, and unique culture, the tourism sector has the potential to thrive, provided the challenges surrounding food tourism, data collection, and revenue targets are addressed effectively.

Conclusion

Ireland’s new tourism policy marks an important step in the country’s efforts to establish itself as a world-class food and cultural tourism destination. While there are challenges to overcome, particularly around food tourism growth and revenue targets, the strategy’s focus on sustainability and local engagement provides a strong foundation for future success. With the right investment and a commitment to improving data and marketing strategies, Ireland has the potential to become a top destination for food lovers and cultural explorers in the years ahead.