Tourism Ireland Launches 2025 Marketing Plans

Tourism Ireland recently announced details of its marketing strategy and plans to promote the island overseas, at a Dublin event that convened more than 500 tourism industry leaders from around the country.

In 2024, overseas visitor spend grew by over +10 percent, bringing an estimated €7 ($7.35) billion to Ireland. With ambitions for the longer term, Tourism Ireland envisages overseas tourism revenue can grow from €6.4 ($6.7) billion in 2023 to €9 ($9.46) billion by 2030, with the right strategic supports.

In 2025, Tourism Ireland will invest in an extensive program of activity across more than 13 overseas source markets. Sustainable development is at the core of plans for the year ahead, so there will be continued focus on attracting tourists who have “value adding tourism traits”—people who are likely to see more, do more, enjoy more and therefore spend more when they visit.

New for 2025 is “Slow Tourism Month.” An estimated half of all visitors to the island of Ireland choose not to use a car. Tourism Ireland will enable more exploration with trip ideas that allow for immersive time in communities and scenery and that can be enjoyed by rail, bus or with tour partners, encouraging overnight stays across regions.

Tourism Ireland will also unveil a new global advertising campaign across more than 13 overseas markets this year. The organization will refresh and build on the foundations of its “Fill your heart with Ireland” campaign to make the island stand out as a bucket-list destination. Here are other highlights of Tourism Ireland’s activity to inspire overseas travelers to visit the country in 2025:

  • Tourism Ireland’s publicity activity will create 1.6 billion “opportunities to see” messages about the country in Tier I international media outlets.
  • Tourism Ireland will continue to co-produce broadcast shows which benefit tourism. Upcoming opportunities range from travel content to Halloween documentaries, cycling programs showcasing Ireland’s scenery and food-focused broadcasts.
  • The organization will partner with air and sea carriers to inspire demand for routes that are viable to the regions.
  • An important year for golf, Northern Ireland hosts The Open at Royal Portrush in July, and the country prepares for the Ryder Cup at Adare Manor in 2027.
  • A greater focus on driving potential visitors towards Ireland.com, Tourism Ireland’s international website, will lead to 10 million people around the world utilizing the site for research. The website is increasingly optimized for AI, to take account of new consumer research behaviors.
  • On social media, Tourism Ireland will have 7.5 million followers by year-end, allowing for daily content and communication at scale; around 70 percent of content created for social media will contain regional and seasonal messages.
  • Seasonal themes and events will include particular emphasis on St Patrick’s Day and Halloween, as well as event-based opportunities like TradFest.
  • The organization will help put tourism businesses on the global stage, facilitating 30,000 meetings, including 7,500 business events meetings and 6,000 golf and luxury tourism meetings, for 750 industry partners from Ireland.
  • Tourism Ireland’s partnership with Fáilte Ireland and Tourism NI is foundational and all three agencies will continue to work closely this year, pairing product development with overseas marketing and collaborating on key priority projects and activities.

For more information, visit www.tourismireland.com.

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