Ronan Keating, Martin and Roman Kemp, Dermot O’Leary, and Fred Sirieix front €71m Irish tourism campaign

Tourism Ireland strategy aims t driving the growth of the sector to over €10bn across Ireland by 2031 

TV presenter Fred Sirieix during filming at Mahon Falls in Co Waterford. A new Tourism Ireland marketing strategy has been launched aimed at driving the growth of the sector to over €10bn across Ireland by 2031.

A new Tourism Ireland marketing strategy has been launched aimed at driving the growth of the sector to over €10bn across Ireland by 2031.

The 2026 promotional strategy launched on Monday will target 15 key overseas markets, targeting mainland Europe, investing in "growth markets" like Canada and "teeing up long-term partnerships" with India and China. Tourism Ireland says it will promote the island of Ireland through advertising, publicity, digital, social, and Gen AI.

"Overseas visitors spent over €6bn in 2025, and we’ll be targeting growth to over €10bn by 2031, supporting the Minister’s strategy, ‘A new era for Irish Tourism’," said Tourism Ireland chief executive Alice Mansergh.

“While the world is uncertain right now, consumers overseas are looking for travel that allows them to explore and disconnect. We’ll be championing the island of Ireland’s iconic landscapes, culture and history, from festivals and events to culinary tourism, using strategic marketing and partnerships to win visitors."

The campaign comes on the back of 2025 visitor numbers and spend which Tourism Ireland said were "soft compared to 2024, but stable compared to 2023. Momentum picked up as the year progressed, with consecutive months of visitor growth from August onwards."

The marketing campaign launched on Monday aims to deliver a 15:1 return on investment. The campaign will broadcast TV and streaming travel shows worldwide fronted by personalities including Ronan Keating, Martin and Roman Kemp, Dermot O’Leary, and Fred Sirieix.

At the launch of the new marketing strategy, Enterprise, tourism, and employment Minister Peter Burke said the transfer of the tourism portfolio into the Department of Enterprise underscores the importance of the sector as a key economic driver and employer. Mr Burke said the Government has allocated €400m for tourism under the department's Sectoral Capital Plan 2026-2030, and highlighted the reduction in the VAT rate on food and catering services to 9% from July 2026 and a new strategic air access fund. 

"I am confident that the new policy will grow Ireland’s position as a leading tourism destination and I welcome Tourism Ireland’s Marketing Plans 2026 supporting this ambition for the year ahead," said Mr Burke. 

“A total of €71.43m is being provided in Budget 2026 to the Overseas Tourism Marketing Fund. Aligned with the new Action Plan on Market Diversification, this level of funding will allow Tourism Ireland to seize fresh opportunities for growth, expand markets and continue to attract value-adding visitors across the island throughout 2026 and beyond.”