Sunway has once again asserted its leadership in the Irish travel sector, regaining the Tour Operator to Europe award at the 2026 Irish Travel Industry Awards, an accolade they last won in 2020
The accolade, unveiled at the gala ceremony in Dublin’s Mansion House and organised by the Irish Travel Agents Association (ITAA) in association with MSC Cruises, saw Sunway triumph over a formidable shortlist including Abbey Travel, Topflight, Travel Department, and TUI. in a category sponsored by Hertz, this win builds on Sunway’s storied history in the category—having previously secured honours such as Best European Sun Tour Operator—and reflects its enduring popularity among Irish holidaymakers seeking reliable, value-driven European escapes.
As Ireland’s largest Irish-owned tour operator, Sunway boasts over 60 years of experience and a dedicated focus on European sun and city holidays. The company offers package deals to more than 70 destinations worldwide, with a strong emphasis on Mediterranean hotspots like the Algarve, Costa del Sol, Majorca, Crete, and the Canary Islands. Departing from Dublin, Cork, and Shannon, these holidays typically include flights, transfers, accommodation, and often all-inclusive or half-board options, appealing to families, couples, and groups craving hassle-free getaways.
Sunway’s activities in the Irish market are deeply rooted in trade partnerships and consumer-focused innovation. The operator collaborates closely with leading agencies such as Cassidy Travel, Club Travel, Best4Travel, and independents nationwide, providing competitive commissions, user-friendly booking platforms, and co-branded marketing support. Agents receive regular training sessions, product updates, and promotional tools to showcase Sunway’s offerings effectively, from last-minute deals to early-bird savings for 2026 and 2027 seasons.
Marketing efforts are finely tuned to Irish preferences, emphasising affordability, reliability, and variety. Campaigns highlight guaranteed sunshine, family-friendly resorts with kids’ clubs and pools, and adult-oriented escapes featuring spas and beachfront locations. Seasonal promotions—such as five-day sales with prices from €264 including flights and baggage—drive urgency, while brochures and online tools detail no-hidden-extras packages.
Sunway’s reputation for outstanding resort representatives, who offer local insights and assistance, resonates strongly, fostering high repeat business and positive word-of-mouth.
Beyond sun holidays, Sunway excels in guided and escorted tours across Europe. The operator features its own specially designed itineraries, such as the Undiscovered Balkans Tour (Croatia, Bosnia, and Sarajevo) and Twin Treasures (Latvia and Lithuania), alongside partnerships with premium brands like Trafalgar, Insight Vacations, CostSaver, and Luxury Gold.
These trips include expert guides, excursions, and comfortable transport, catering to cultural explorers seeking historic cities, scenic landscapes, and immersive experiences. Recent launches for 2026 have expanded options, including river cruise packages with VIVA Cruises for all-inclusive journeys along iconic European waterways, complete with flights from Ireland.
Sunway also diversifies with special interest products: adventure trips, weddings, honeymoons, and collaborations with Club Med, Mark Warner, and Neilson for active holidays. Sustainability features in messaging, with eco-friendly resort selections and carbon-conscious options gaining traction among mindful travellers.
2026 awards
Previous winners
