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.