Overseas tourism spend in Ireland rises 10% to €7bn

The organisation also announced the launch of a new global advertising campaign across its more than 13 overseas markets. Picture Dan Linehan

Overseas visitors brought an estimated €7bn to the island of Ireland in 2024, marking a 10% increase on the previous year, new figures from Tourism Ireland reveal.

Publishing its 2025 marketing plans on Tuesday, the tourism body said that with the right strategic supports, it envisages overseas tourism revenue growing from €6.4bn in 2023 to €9bn in 2030.

This year, Tourism Ireland said it will invest in an extensive and targeted programme across more than 13 overseas source markets. It also said there will be a continued focus on attracting tourists who have "value-adding tourism traits," targeting people who are likely to see more, do more and therefore, spend more. 

The new year will also see the launch of "Slow Tourism Month," a new initiative by Tourism Ireland aiming to enable more exploration using public transport that will allow tourists to dwell in commmunities that can be enjoyed by rail, bus or with tour partners, winning overnight stays across regions. 

The organisation also announced the launch of a new global advertising campaign across its more than 13 overseas markets.

"Overseas tourism to the island of Ireland delivered an estimated €7 billion in revenue in 2024 – up over 10% on 2023 – and, importantly, helped to sustain around 300,000 jobs," said Alice Mansergh, chief executive of Tourism Ireland.

"In any industry there are risks to mitigate and tourism is no different. This year, we will need to take account of the added step that the introduction of the UK’s Electronic Travel Authorisation (ETA) scheme will bring for visitors to Northern Ireland. The passenger cap at Dublin Airport is top of mind and its review will be vital for tourism.

“However, there is also enormous potential ahead and we are ambitious for growth. In 2025, we will focus on increasing the value of overseas tourism, sustainably supporting economies, communities and the environment."

The CEO added that the body will be collaborating with air and sea carrier partners to support demand for various routes, and will work with broadcasters around the world to promote Ireland to key audiences.