New Fáilte Ireland four-year plan prioritises domestic tourism, AI adoption, culinary experiences and regional development to strengthen Ireland’s tourism economy.
Fáilte Ireland has launched its new Corporate Strategy 2026-2029, setting out an ambitious roadmap to drive sustainable tourism growth, improve sector competitiveness and deliver a more balanced spread of visitors and economic benefits across Ireland.
Launched by Minister for Enterprise, Tourism and Employment Peter Burke, TD, the strategy outlines how the national tourism development authority will work with industry, government and local communities to support tourism businesses, boost domestic tourism, accelerate digital transformation and develop new visitor experiences.
“Over the next three years, we will concentrate on strengthening the competitiveness, capability and resilience of tourism businesses”
The strategy aligns with the Government’s national tourism policy, A New Era for Irish Tourism, and is designed to support a target of 7% annual domestic tourism revenue growth while helping businesses compete in an increasingly digital and competitive global marketplace.
Ireland’s tourism economy
Tourism remains one of Ireland’s most significant economic sectors, supporting almost 229,000 jobs and playing a vital role in sustaining employment, entrepreneurship and local economies in regional and rural communities.
At the heart of the strategy is a commitment to strengthening the competitiveness, productivity and resilience of tourism businesses. Fáilte Ireland plans to expand enterprise supports, increase skills development opportunities and accelerate digital and AI adoption programmes aimed at improving business performance, visibility and profitability.
Minister Burke said tourism continues to be a key driver of economic activity throughout the country.
“Tourism is one of Ireland’s most important economic sectors, supporting employment, enterprise and communities in every region of the country. As a key driver of economic activity, tourism creates opportunities for local businesses, sustains jobs and contributes significantly to regional development across Ireland.
“This strategy provides a clear framework for delivering the ambitions set out in A New Era for Irish Tourism, including the target of achieving 7% annual domestic tourism revenue growth. By driving stronger year-round demand, extending the tourism season and supporting growth in less mature destinations, we can spread the economic benefits of tourism more evenly across the country while strengthening local economies and communities.
“Through targeted investment, innovation and a continued focus on sustainable growth, this strategy will help ensure tourism remains a strong contributor to Ireland’s economic success and competitiveness in the years ahead.”
Focus on regional and seasonal balance
A key objective of the strategy is to generate stronger tourism demand outside peak periods and encourage visitors to explore less developed destinations around the country.
Fáilte Ireland said investment decisions will be guided by economic impact, destination competitiveness, regional growth opportunities and measurable returns. The organisation plans to complement major destination development projects with initiatives that refresh and enhance existing tourism assets, helping deliver benefits in both the short and long term.
New tourism products will also form a central pillar of the plan. These include the development of a dedicated Culinary Tourism Strategy and a new Outdoor Ireland programme, both designed to capitalise on growing visitor interest in food, drink and outdoor activities.
The initiatives aim to encourage longer stays, increase visitor spending and distribute tourism activity more evenly across Ireland.
Fáilte Ireland chairperson Ruth Andrews said the strategy focuses resources where they can have the greatest impact.
“This strategy reflects a clear focus on where Fáilte Ireland can make the greatest impact over the coming years. By concentrating our efforts on the areas that will drive the strongest outcomes for businesses, communities and destinations, we can support a more balanced, resilient and successful tourism sector.
“The strategy also recognises the importance of partnership. Achieving these ambitions will require collaboration across government, industry, local authorities and communities, and I look forward to working with our stakeholders to support delivery of this important programme of work.”
AI and digital transformation at the forefront
Digital innovation and artificial intelligence feature prominently throughout the strategy, reflecting growing demand for technology-driven improvements across the tourism sector.
Fáilte Ireland plans to expand programmes that help tourism operators improve productivity, efficiency, discoverability and online booking capabilities. Enhanced business supports will be delivered through a more tailored, diagnostic-led approach aimed at improving revenues, profitability and long-term resilience.
A new tourism data and economic insights service will also be established to help businesses and policymakers make evidence-based decisions and identify future growth opportunities.
Chief Executive of Fáilte Ireland Caroline Bocquel said the organisation’s priority is to strengthen businesses and create compelling visitor experiences.
“Over the next three years, we will concentrate on strengthening the competitiveness, capability and resilience of tourism businesses, developing world-class visitor experiences, growing domestic tourism demand and ensuring investment is targeted where it can deliver the strongest economic outcomes for destinations and communities.
“By taking a more focused and evidence-led approach, we can help businesses improve performance, embrace digital and AI opportunities, and compete more effectively in an evolving marketplace. Whether through our new Culinary Tourism Strategy, Outdoor Ireland programme, enhanced enterprise supports or strategic investment initiatives, our focus is on creating stronger tourism businesses, more compelling destinations and greater value for the sector as a whole.”
The Corporate Strategy 2026-2029 outlines a broad programme of initiatives aimed at stimulating year-round tourism activity, supporting regional economies and ensuring the sector remains a significant contributor to Ireland’s economic growth in the years ahead.
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