- Campaign was launched in march
- Fáilte Ireland has spent over €10 m on a domestic tourism campaign
- Domestic tourism generates 40pc of overall tourism revenue in Ireland
- The campaign focuses on three regions: Wild Atlantic Way, Hidden Heartlands, and Ancient East
- Early 2026 data shows a 6pc rise in domestic trips and 9pc growth in expenditure
- The initiative aims to add €500 m to the economy over five years
Fáilte Ireland has invested over €10m in a new national campaign to encourage more people to take short domestic breaks across the country, as the tourism authority responds to a flatlining of domestic travel numbers in 2025. The “Find Yourself on a Short Break” campaign launched in March 2026 aims to drive year-round local travel, boost off-peak activity, and add an estimated €500m to the economy over five years. The investment includes €2.46m spent on developing the campaign, €1.85m on video and promotional content, and a total marketing budget of approximately €8m for 2026.
The initiative targets three key regions: the northern part of the Wild Atlantic Way, Ireland’s Hidden Heartlands, and Ireland’s Ancient East, focusing on less crowded spots and off-peak travel times. Domestic tourism generates 40pc of overall tourism revenue in the State, with Irish residents taking an estimated 15.4m domestic trips in 2025 and generating approximately €3.6 billion in revenue. The campaign responds to consumer research showing that 66pc of Irish consumers prefer taking short breaks in Ireland during the off-peak season, with 87pc stating a short break helps them step away from their everyday routine.
Early results from the first quarter of 2026 show the number of domestic trips increased by 6pc compared to the same period last year, while domestic tourism expenditure grew 9pc, with stronger growth in holiday spend of 14pc. The campaign includes a comprehensive industry toolkit for tourism businesses to align their activity with the national campaign and features content creators with a combined following of millions of people. Fáilte Ireland aims to support sustainable growth across the tourism sector and strengthen demand when businesses need it most.
Fáilte Ireland shared: “Domestic tourism is a vital driver of Ireland’s visitor economy, with Irish residents taking an estimated 15.4m domestic trips in 2025, generating approximately €3.6bn in domestic tourism revenue.”
