Landscapes and scenery the main reasons tourists come to Ireland, survey finds

'The sentiment tracker undertaken with Red C highlights strengths that Ireland can play to in order to win visitors — our epic scenery, great culture, history and heritage, and the sense of exploration that we offer,' said Tourism Ireland chief executive Alice Mansergh.

Ireland’s landscapes and scenery are the main motivators for tourists coming to visit here, with history and culture also a pull factor, new research has found.

A Red C survey for Tourism Ireland gauged the feelings of thousands of potential holidaymakers in Britain, the US, Germany, France, Italy, Spain and Canada to try to understand what can be done to attract more visitors in the coming years.

While more than 6.3m million people visited Ireland for a holiday last year, tourist numbers are still lagging well behind pre-pandemic levels.

According to the research, Ireland is twice as likely to be seen as a long-stay destination (44%) versus a short-break destination while it’s seen as a place to visit year-round as opposed to any particular season.

It found that interest in visiting Ireland has seen a significant increase since 2023, up eight points to 75% of respondents.

Having already taken a trip here, or having friends and family in Ireland, are also draws for tourists while Ireland is attractive for 14% of those planning to travel based on a sense of “newness” or “discovery”.

For those not interested in coming to Ireland, competition with other destinations is a significant factor with weather also a concern cited by 19% of French respondents and 15% of Germans.

Recommendations and online discovery are most important when it comes to how consumers choose holidays, as well as films and TV shows and travel articles, and these are all important channels Tourism Ireland plays to in its marketing, it said.

Furthermore, almost two thirds of people who visit Ireland (64%) share photos and stories online, which the tourism board welcomed as encouraging others to visit the country.

Skellig Michael. When it comes to how consumers choose holidays, films and TV shows are important channels. Picture Dan Linehan

Tourism Ireland said this research will inform its campaigns heading into 2025, as it aims to grow the value of inbound tourism for economies and communities across the country.

“The sentiment tracker undertaken with Red C highlights strengths that Ireland can play to in order to win visitors — our epic scenery, great culture, history and heritage, and the sense of exploration that we offer,” said Tourism Ireland chief executive Alice Mansergh.

“It is positive to see that interest in visiting has increased, to 75% from 67% in 2023. The island of Ireland is a versatile destination — perceived as suitable for visits year-round by 78% of overseas respondents. Recommendations and online research are the key ways consumers source travel inspiration, followed by film and TV and travel articles.

“Understanding consumers’ motivations and travel booking behaviours is both fascinating and vital, as we compete with other global destinations. Tourism Ireland’s marketing focuses on winning visitors’ hearts, minds and trips from overseas to support the businesses and communities island-wide who depend on tourism.”