Tourism Ireland has detailed a major marketing offensive for 2026, aimed at positioning the island of Ireland as a premier global destination. The strategy, launched at an event attended by Tourism Minister Peter Burke and 600 industry representatives, sets a bold target to increase annual overseas tourism revenue to more than €10 billion (£8.72bn) by 2031.

The 2026 plans follow a year of recovery in 2025, which saw overseas visitors spend over €6 billion (£5.23bn) despite challenges such as the Dublin Airport passenger cap and global economic shifts. To maintain this momentum, Tourism Ireland will execute targeted promotional activities across 15 key international markets, focusing on diversification and high-value growth.

Strategic Priorities for 2026 The organisation’s roadmap includes several high-profile initiatives:

Market Diversification: While "defending" core markets in Great Britain and the United States, a new strategy will target Mainland Europe and growth in Canada, alongside long-term partnerships in India and China.

New Global Campaign: The ‘Ireland Goes Beyond’ advertising campaign was unveiled, designed to highlight the emotional and personal connections visitors find within the island's culture and landscapes.

Broadcast Partnerships: New travel programming featuring celebrities such as Ronan Keating, Dermot O’Leary, and Fred Sirieix will be co-produced to reach millions of global viewers.

Enhanced Connectivity: Co-operative marketing with airlines and sea carriers aims to deliver a 15:1 return on investment by driving demand for strategic travel routes. Government Support and Policy The 2026 marketing plans align with the recently launched ‘New Era for Irish Tourism’ policy. The Irish Government has committed significant financial backing, including €71.43 million (£62.26m) for the Overseas Tourism Marketing Fund in Budget 2026 and a €400 million (£348.68m) allocation under the Sectoral Capital Plan 2026-2030. Additionally, the VAT rate for food and catering services is set to be reduced to 9% starting in July 2026.

Tourism Minister Peter Burke stated: "The transfer of the tourism portfolio into the heart of the Department of Enterprise last year underscores the importance of the sector as a key economic driver and employer, and one of our most vital indigenous industries. Our new National Tourism Policy – A New Era for Irish Tourism – was launched in December and sets out a clear vision for the future of Ireland’s tourism sector, identifying strategic priorities that will guide the continued growth and development of tourism over the coming years."

Alice Mansergh, Chief Executive of Tourism Ireland, added: "Tourism is a key indigenous industry across this island, supporting jobs across regions and introducing around 8 million overseas visitors per year to all our island offers. Overseas visitors spent over €6 billion (£5.23bn) in 2025, and we’ll be targeting growth to over €10 billion (£8.72bn) by 2031, supporting the Minister’s strategy, ‘A new era for Irish Tourism’.

"While the world is uncertain right now, consumers overseas are looking for travel that allows them to explore and disconnect. We’ll be championing the island of Ireland’s iconic landscapes, culture and history, from festivals and events to culinary tourism, using strategic marketing and partnerships to win visitors."

The plan also promises a 33% increase in promotional opportunities for small and medium-sized tourism businesses, ensuring the benefits of the marketing drive are felt across all regions of the island.