Ireland’s tourism sector is set for significant growth with the announcement of a €4.7 billion plan aimed at expanding the industry over the next five years. Minister for Enterprise, Tourism and Employment Peter Burke described the strategy as offering a “very exciting horizon” for the sector, which supports around 230,000 jobs and includes 46,000 small and medium enterprises.
Speaking on RTÉ’s Drivetime, Burke highlighted the importance of tourism to Ireland’s rural economy and indigenous businesses. “Our tourism sector is our largest indigenous piece of the economy,” he said. “It is key that we have a very strong tourism sector, not just for employment but for communities across the country.”
The minister said the new plan reflects a shift in approach, following his assumption of the tourism brief within the Department of Enterprise. Previous strategies, he noted, had reduced resources in key markets including the Asia-Pacific region, the UAE, and North America. “What I’m trying to do at the moment is act on evidence,” he said, citing new direct flight routes from cities such as Detroit, Nashville, and Denver. “We’re putting back people on the ground in North America and in the Asia-Pacific region through Tourism Ireland.”
Burke emphasised the focus on long-haul, high-value tourism, which he said is responsible to pursue even amid climate concerns. “We are an island economy, and aviation transformation has a long way to go in terms of sustainability. But we need to be clear that we are open for business and for tourism,” he said.
Recent tourism figures illustrate the sector’s ongoing recovery. November saw visitor numbers rise by 13% year-on-year, generating €347 million in spending, up 10% from the previous year. Burke said these gains bring renewed vitality to local communities and provide a platform for further expansion under the new plan.
Sustainability is a central element of the strategy, with €300 million earmarked for decarbonisation initiatives. The government is partnering with private-sector companies to reduce carbon emissions, with Diageo, the 265-year-old brewing company, committing to carbon neutrality in collaboration with the state. The plan sets a target of reducing emissions by 45% from 2018 levels by 2030, covering food waste, energy use, and broader tourism operations.
The five-year strategy includes 71 actions designed to increase employment, expand Ireland’s reach in international markets, and promote the country’s authentic cultural and natural experiences. Burke said the plan will ensure that Ireland remains competitive in global tourism while addressing environmental responsibilities.
“The vision we have set out will bring a huge amount of employment and really allow us to sell the authentic experience that we have across the country,” he said, adding that sustainability, economic growth, and visitor experience will all be central to the government’s approach.
