Monica MacLaverty revealed to AVEA members at their annual conference a focus on premium European visitors staying five days, targeting high-income individuals in 2025.
Content campaigns launched in September 2025 promote Greenways and hiking to showcase Ireland’s landscapes across all regions. North America remains a key market, with inter-generational tourism driving family visits, while Europe attracts younger couples.
Tourism Ireland collaborates with transport companies to improve public transport routes, enhancing access to attractions. Investments in northern European markets like Norway and Sweden capitalise on growing interest due to warmer southern climates.
Monica MacLaverty shared: “We are definitely on the going after that five-day stay from European markets. There’s definitely a trend in Europe to go towards the northern European destinations. We’ve a lot better than many think we are in public transport.”
