Ireland's plan to reverse tourism decline

Central Statistics Office (CSO) inbound tourism data for January 2025 show a 25.0% year-on-year decline in international visitor numbers, and a 27.9% decline in spend - a drop of €83M from January 2024.

Over-dependence on the North American market, and weakness in traditional European markets France and Germany, are seen as problematic issues.

The Irish government has announced several commitments that are intended to prop up the country's tourism industry:

• A "Year of the Invitation" building on the success of "The Gathering" initiative of 12 years ago
• Reducing VAT rate to 9% for restaurants, entertainment and hairdressing - businesses popular with tourists
• Institution of a new National Tourism Policy intended to ensure the long-term viability of Ireland tourism
• Infrastructure enhancements to transport, greenways, cycle routes and the Wild Atlantic Way

The Irish Tourism Industry Confederation (ITIC) has called for further government action, including:

• Removing the Dublin Airport passenger cap
• Invest in regional airports
• Reduce taxes on tourism employers
• Preserve tourist accommodations in rural and coastal regions

For more, watch the video of ITIC CEO Eoghan O'Mara Walsh interviewing Tourism Ireland CEO Alice Mansergh.

Ireland overseas inbound 2024: Mixed results

Data for overseas visitation in 2024 as reported by Ireland's Central Statistics Office (CSO) show:

• Number of visits +5%
• Spend +11%
• Number of bednights -4%

Great Britain remained the #1 Irish source market. Despite a significant share of VFRs, visit numbers and spend were both up vs. 2023.

​​​​​​​By market region, visit numbers were up by varying degrees:

1. North America +10%
2. Rest of world +7%
3. Mainland Europe +5%
4. Great Britain +3%

Spend by region was up, with the exception of Rest of World:

1. North America +8%
2. Great Britain +6%
3. Mainland Europe +3%
4. Rest of World -8%

However, except for visitors from North America, bednight numbers - or length of stay - were down for all regions:

1. North America +1%
2. Great Britain -7%
3. Rest of World -11%
4. Mainland Europe -15%

​​​​​​​Average per-visitor spend in Ireland by region was:

1. North America: 1526 euro
2. Rest of World: 1415 euro
3. Mainland Europe: 884 euro
4. Great Britain: 509 euro

As expected, results reflect the fact that Ireland is a long-haul destination for visitors from North America and Rest of World, which makes for longer stays and the resultant higher spend.

Drilling down into the mixed results for Mainland Europe reveals weakness in visitor numbers from key country markets France (visits up 2% vs European average of 5%) and Germany (visits up 4%).

But the reason for the 15% yoy decline in bednights is unclear, and problematic.

How to get overseas visitors to stay longer? Watch this space for updates.

Irish travel to US surged in 2024

New Ireland-US air routes to Denver, Cleveland, Las Vegas and other cities - plus the entry of Jet Blue into the transatlantic market and the revival of routes paused during COVID - all contributed to increased Irish visitation to the US in 2024.

In terms of per-capita travel to the US, Ireland ranked #3 globally behind only Canada and Mexico. Also in 2024, Ireland-US travel grew by 14% vs. 2023.

With the addition of Jet Blue to Aer Lingus (which serves 18 US cities), United, Delta and American, there are now 5 major carriers making more than 200 direct Ireland-US flights weekly.

And Ireland is the only country in Europe/UK with US Homeland Security pre-clearance services which enable travelers to clear US customs before entering the US.

For more information on the US market, in Ireland contact US International Trade Administration Commercial Advisor Julianne O'Leary who is located in Dublin: julianne.oleary@trade.gov .

Discover New England seeks UK PR support

DNE, the New England regional DMO is offering a one-year $145K PR/communications contract - potentially extendable for 2 additional years - to get help in attracting UK residents as tourists.

KBC PR, which currently represents DNE in the UK, plans to repitch.

The RFP in a nutshell:

• Agency will be responsible for targeting UK travel, trade and consumer media, operators, agents, airlines and consumers.
• Agency will coordinate its efforts with those of US national DMO Brand USA.
• DNE may invite finalists to pitch in person in Boston (and pay for their own travel).

Sustainable tourism development across 13+ international markets

At an event held this morning in Dublin, Tourism Ireland Chairman Christopher Brooke and CEO Alice Mansergh (pictured, above) outlined the agency's 2025 overseas marketing plans for 13+ markets.

A major target is to grow annual overseas visitor spend from 6.4B euros in 2023 to 9B by 2030.

A new initiative for 2025 will be "Slow Tourism Month" which targets the approximately 50% of overseas visitors who choose not to travel around Ireland by car.

Other promotions will build on the already established "Fill Your Heart with Ireland" campaign.

Challenges in 2025 will include:

• the new UK Electronic Travel Authorization, which could adversely affect visitation to Northern Ireland
• the passenger cap at Dublin Airport

Other 2025 marketing efforts will include:

• Collaboration with air and sea carriers to support demand for routes serving the regions of Ireland
• Providing travel inspiration via social media and an increasingly AI-optimized Ireland.com
• Broadcast television and streaming video targeting key audiences
• Sponsorships of sporting events including The Open at Royal Portrush and the Aer Lingus College Football Classic
• Promotion of festivals year-round
• 1.6B publicity messages
• Twinning initiatives between Ireland regions and target market countries
• Connecting Irish tourism operators with overseas travel trade and consumers
• Working in partnership with Failte Ireland and Tourism NI