Tourism Strategy
Minister Burke Launches Fáilte Ireland Corporate Strategy 2026–2029
New strategy sets out a focused programme to drive sustainable domestic tourism growth, strengthen sector competitiveness and deliver greater regional and seasonal balance
 Weds 29th July 2026
M
inister for Enterprise, Tourism and Employment Peter Burke TD has launched Fáilte Ireland’s Corporate Strategy 2026–2029, setting out a roadmap to support sustainable tourism growth, strengthen business competitiveness and deliver greater economic benefits for communities across Ireland.
Delivering the ambitions of the Government’s national tourism policy, A New Era for Irish Tourism, the strategy outlines how Fáilte Ireland will work with industry, government and communities to unlock the full economic potential of tourism through strategic investment, destination development, business capability supports and domestic demand generation.
Tourism remains one of Ireland’s most important economic sectors, supporting almost 229,000 jobs and playing a vital role in regional and rural economies. The new strategy is designed to support the national target of 7% annual domestic tourism revenue growth while helping businesses become more productive, competitive and resilient in an increasingly digital global marketplace.
A key priority is improving the competitiveness of tourism businesses through enhanced enterprise supports, skills development, access to data and insights, and expanded digital and AI programmes to help businesses increase bookings, improve productivity and drive sustainable long-term growth.
The strategy also introduces a more evidence-based approach to tourism investment, targeting projects that deliver the greatest economic impact, strengthen destination competitiveness, support regional growth and extend the tourism season.
New initiatives outlined in the strategy include:
Driving stronger domestic tourism demand to support 7% annual domestic tourism revenue growth.
Developing a new Culinary Tourism Strategy to strengthen Ireland’s food and drink offering.
Launching a new Outdoor Ireland programme focused on walking, cycling and water-based visitor experiences.
Introducing a new investment approach centred on economic impact and destination competitiveness.
Expanding digital and AI adoption programmes across the tourism sector.
Refreshing enterprise supports through a more tailored, diagnostic-led approach.
Establishing a tourism data and economic insights service.
Strengthening festivals, events, attractions and visitor experiences that drive year-round tourism.
Minister for Enterprise, Tourism and Employment, Peter Burke TD, said: “Tourism is one of Ireland’s most important economic sectors, supporting employment, enterprise and communities in every region of the country. As a key driver of economic activity, tourism creates opportunities for local businesses, sustains jobs and contributes significantly to regional development across Ireland.
“This strategy provides a clear framework for delivering the ambitions set out in A New Era for Irish Tourism, including the target of achieving 7% annual domestic tourism revenue growth. By driving stronger year-round demand, extending the tourism season and supporting growth in less mature destinations, we can spread the economic benefits of tourism more evenly across the country while strengthening local economies and communities.
“Through targeted investment, innovation and a continued focus on sustainable growth, this strategy will help ensure tourism remains a strong contributor to Ireland’s economic success and competitiveness in the years ahead.”
Ruth Andrews, Chairperson of Fáilte Ireland, said: “This strategy reflects a clear focus on where Fáilte Ireland can make the greatest impact over the coming years. By concentrating our efforts on the areas that will drive the strongest outcomes for businesses, communities and destinations, we can support a more balanced, resilient and successful tourism sector.
“The strategy also recognises the importance of partnership. Achieving these ambitions will require collaboration across government, industry, local authorities and communities, and I look forward to working with our stakeholders to support delivery of this important programme of work.”
Caroline Bocquel, Chief Executive of Fáilte Ireland, said: “Over the next three years, we will concentrate on strengthening the competitiveness, capability and resilience of tourism businesses, developing world-class visitor experiences, growing domestic tourism demand and ensuring investment is targeted where it can deliver the strongest economic outcomes for destinations and communities.
“By taking a more focused and evidence-led approach, we can help businesses improve performance, embrace digital and AI opportunities, and compete more effectively in an evolving marketplace. Whether through our new Culinary Tourism Strategy, Outdoor Ireland programme, enhanced enterprise supports or strategic investment initiatives, our focus is on creating stronger tourism businesses, more compelling destinations and greater value for the sector as a whole.”
Fáilte Ireland’s Corporate Strategy 2026–2029 is available here.
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