- €400m allocated to tourism within €4.7bn enterprise plan.
- Investments in aviation routes to UAE and India for high-value visitors.
- Personnel deployment to promote Ireland in UAE, Canada, and Asia Pacific.
- Extension of tourism season from St Brigid’s Day to Halloween and beyond.
- Focus on digital upskilling and career pathways in tourism sector.
Minister for Tourism Peter Burke has confirmed investment of €400m for tourism amidst €4.7bn for the enterprise sector over 2026 to 2030.
The funds aim to support measures enhancing the industry. Around 230,000 people work in tourism, involving 46,000 small and medium-sized businesses.
Investments target strategic aviation routes to the UAE and India for high-value tourists. Personnel will deploy to the UAE, Canada, and the India and Asia Pacific region to promote Ireland.
Other proposals include upskilling firms for digital proficiency to address AI use in holiday planning by 60pc of people, developing career pathways in tourism and targetting 6-7pc growth over five years is targeted, extending the tourism season from St Brigid’s Day to Halloween and beyond with emphasis on North American and Asia-Pacific markets as Europe faces pressure.
More than €77 million will support overseas promotion in markets overlooked in recent years. Allocations include €1.1 billion for home-grown enterprises, €400 million for the tourism industry, and €100 million for large-scale sites in computer chips and pharmaceutical manufacturing. A new initiative called Start up Ireland will aid companies aiming to become global brands, with €300 million to help firms decarbonise and €190 million to accelerate adoption of AI technology.
Envisaged new direct flights from countries including Canada, the US, India, and the United Arab Emirates will underpin growth in the tourism sector.
Peter Burke shared “critical we’re viewing tourism as centrally important to government strategy. Really looking at investing through strategic aviation routes, including to the UAE and India, adding that while they may not generate significant numbers of tourists to Ireland, they are very high value. There will also be a focus on upskilling firms to be digitally smart, in particular as 60pc of people now use AI when mapping out their holiday itineraries. There would be a focus on developing skills to ensure that there are significant career pathways in our tourism sector. While there has been a return to increasing numbers in recent months it is vital the tourism industry has a good year in 2025 and that his department is hoping for between six and seven per cent growth over the next five years. Ireland is a very strong location for North America and the Asia and Pacific region, the country is under pressure in the European market. Promoting Ireland’s authentic artisan food will be key, in making Ireland a more attractive destination for European visitors.”
