The Changing Face of Tipperary Tourism: New Report Highlights Growing Trends in Nature and Culture

Published on December 22, 2025

The Tipperary State of the Season Report 2025, compiled by Tipperary Tourism in collaboration with the Tipperary County Council, provides a detailed overview of the county’s tourism performance from January to September 2025. This year’s report reveals notable shifts in the types of visitors and the trends shaping the tourism landscape, highlighting new demands that are influencing the county’s attractions, services, and overall tourism experience.

The report compares the 2025 tourism season with the same period in 2024, showing a dynamic change in how tourists engage with the area. With tourism continuing to recover and evolve post-pandemic, Tipperary has seen a surge in certain segments while experiencing challenges in others. These shifts reflect both global tourism trends and specific local preferences that have been influenced by external factors such as economic conditions and travel habits.

New Trends and Shifts in Visitor Demands

One of the most significant findings of the State of the Season Report is the shift in visitor demographics and their expectations when visiting Tipperary. The county, traditionally known for its rich historical landmarks, rural beauty, and outdoor activities, has seen increasing demand for experiential tourism and sustainable travel options. Visitors are now more focused on authentic experiences, with many seeking out opportunities to connect with nature, explore local culture, and participate in activities that support the environment.

A growing number of tourists are opting for eco-friendly accommodations, such as sustainable hotels, glamping sites, and farm stays, which reflect a broader global trend towards responsible tourism. Many of these visitors are interested in activities that allow them to engage with nature, such as hiking in the Slieve Bloom Mountains, cycling along the Tipperary Greenway, and exploring the Burren National Park. Additionally, the county’s rich agricultural heritage has drawn interest from travelers seeking authentic, local food experiences through farm-to-table dining and culinary tours.

Increased Interest in Outdoor and Nature-Based Activities

Outdoor tourism has been one of the standout trends in Tipperary this year, with an increase in visitors heading to the county’s natural landscapes. The report indicates that there has been a notable uptick in demand for activities such as fishing, birdwatching, and wildlife tours, all of which showcase the county’s diverse natural offerings. The Slieve Felim Mountains and Lough Derg have become key hotspots for visitors seeking tranquil settings for walking, boating, and wildlife observation.

The rise in interest for nature-based tourism aligns with global efforts to encourage sustainable travel, with Tipperary embracing this shift by promoting its natural beauty and increasing the number of eco-tourism initiatives. The county has introduced new programs aimed at enhancing environmental education for tourists and offering eco-friendly transportation options, such as electric bike rentals and guided nature walks.

Staycations and Domestic Tourism Growth

Another notable shift reflected in the report is the growth of staycations and domestic tourism within Ireland. The pandemic-era trend of traveling closer to home has continued into 2025, with a significant increase in Irish residents visiting their own country. Tipperary has benefited from this trend, with more Irish tourists opting for short breaks or longer stays in the county, taking advantage of its central location and proximity to other popular destinations like Limerick and Kilkenny.

The staycation trend has led to a rise in demand for family-friendly accommodations and weekend getaways, with many visitors exploring local attractions such as the Rock of Cashel, Cahir Castle, and Swiss Cottage. The report highlights how local tourism providers have adapted to this demand by offering special packages and family-friendly tours, which have further contributed to the county’s tourism growth.

Challenges in International Tourism

Despite the positive trends in domestic travel, the report also identifies challenges in the international tourism sector. The recovery of air travel post-pandemic has been uneven, with some international markets not yet returning to pre-pandemic levels. The UK and Europe remain key sources of international visitors, but markets such as North America and Asia have not yet fully recovered, affecting the number of foreign visitors to Tipperary.

The county is working to attract more international tourists through targeted marketing campaigns and collaborations with international tour operators. Special promotions tied to Ireland’s cultural events, such as the Tipperary Arts Festival and local music festivals, are designed to increase visibility and draw foreign visitors during the shoulder months of the tourist season.

Digital Transformation and the Future of Tourism in Tipperary

In line with evolving tourism trends, Tipperary has embraced digital transformation to better serve tourists. The report highlights the growth of online bookings, digital tours, and mobile apps that help visitors navigate the county’s attractions. This shift has made it easier for tourists to plan their trips, book accommodations, and access real-time information about local events and activities.

Looking ahead, Tipperary is focused on ensuring that its tourism infrastructure keeps pace with the evolving demands of modern travelers. This includes further investments in sustainable tourism practices, destination marketing, and the development of new attractions and events designed to keep visitors engaged throughout the year.

Conclusion

The Tipperary State of the Season Report 2025 illustrates a vibrant and evolving tourism landscape in Tipperary, with a clear shift towards eco-tourism, experiential travel, and local experiences. As the county adapts to new trends and visitor demands, it continues to position itself as a premier destination for both domestic and international tourists. With its rich cultural heritage, scenic landscapes, and growing commitment to sustainability, Tipperary is set to remain a key player in Ireland’s tourism sector for years to come.