UK Joins US, Ireland, France, Germany, and Spain in Unstoppable Tourism Growth—How This Policy Will Reshape Global Travel

Published on December 2, 2025

By: Paramita Sarkar

On 1st December 2025, the Irish Government unveiled its National Tourism Policy, a comprehensive framework designed to strengthen and grow Ireland’s tourism sector over the next five years. This policy, a key commitment in the Programme for Government, aims to increase visitor numbers, drive tourism revenue, create employment opportunities, and ensure balanced regional prosperity. With a strong focus on sustainability and innovation, the policy aligns tourism goals with national priorities such as climate action, digital transformation, competitiveness, and inclusive growth.

Who Will Benefit from This New Policy?

Tourism is a major contributor to Ireland’s economy, with over 46,000 tourism-related enterprises supporting nearly one in every ten jobs in the country. This new National Tourism Policy is designed to benefit a wide range of stakeholders, including local businesses, regional communities, and tourists. Small and medium-sized enterprises (SMEs) within the tourism sector will receive prioritized support, recognizing their vital role in job creation and regional development. The policy also promises sustainability and inclusive growth, ensuring that all regions—especially those outside major cities like Dublin—benefit from tourism’s growth.

Why Is the Policy Important for Ireland’s Tourism?

Tourism is vital to the Irish economy, not only in terms of revenue generation but also for its role in sustaining local economies. This sector is central to Ireland’s identity, and this new policy ensures that its growth is both sustainable and inclusive. By addressing current challenges such as environmental impact and digital gaps, the policy aims to position Ireland as a leader in eco-friendly travel and technologically advanced tourism. With a focus on resilience, innovation, and balanced growth, it seeks to capitalize on Ireland’s rich natural and cultural assets to attract more international visitors.

When Will the Policy Be Implemented?

The new National Tourism Policy is set to take effect in 2026, with the government aiming for measurable progress over the next five years. The policy will be regularly monitored by a newly established Tourism Policy Oversight Group, which will track its progress and ensure it aligns with broader national goals. The group will collaborate with Fáilte Ireland and Tourism Ireland, which will align their corporate plans for the periods 2026-2028 and 2029-2031 to help achieve the policy’s goals. Continuous improvements in data collection and industry collaboration will ensure that tourism strategies remain responsive to emerging trends.

Where Will the Policy Have the Greatest Impact?

The National Tourism Policy will have a nationwide impact, benefiting all of Ireland’s regions. While Dublin is a primary destination, the policy places special emphasis on regional prosperity and balanced development, ensuring that tourism growth is spread across the country. In addition to the capital, Ireland’s West Coast, the Midlands, and rural areas will be prioritized to ensure that tourism creates economic opportunities throughout the entire nation. Sustainability and climate action will be integrated across all regions to support eco-conscious travel initiatives.

How Will the Policy Be Implemented and Monitored?

The Tourism Policy Oversight Group will oversee the policy’s implementation, ensuring that it is carried out effectively and in line with national objectives. The group will collaborate closely with Fáilte Ireland and Tourism Ireland, who are responsible for delivering the policy’s objectives. Their three-year corporate plans will be updated accordingly, and enhanced data collection mechanisms will be put in place to monitor key performance indicators (KPIs). This data will be essential in keeping the policy responsive to industry needs and market conditions, ensuring that it remains evidence-based and adaptable.

One of the major areas of focus will be supporting tourism SMEs, which are essential to the fabric of Irish tourism. These businesses will receive assistance in the form of financial support, capacity building, and market access, enabling them to thrive in an increasingly competitive environment. At the same time, digital platforms will be enhanced to make Ireland’s tourism offerings more accessible to global travelers.

Looking to the Future: A More Sustainable and Inclusive Ireland

The National Tourism Policy is not just about growing visitor numbers—it’s about creating a sustainable, inclusive, and innovative future for tourism in Ireland. By aligning the tourism sector with the broader national goals of climate action and digital transformation, Ireland is ensuring that its tourism sector thrives responsibly. The policy’s emphasis on regional development means that tourism’s benefits will be felt throughout the country, not just in major cities.

As 2026 approaches, the Irish tourism industry is poised for a new era of growth and opportunity. This policy marks the beginning of a fresh chapter for Ireland, one that promises to transform the tourism landscape and make Ireland a top destination for sustainable travel in the years to come.