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<\/a><\/p>\nBusinesses are responding cautiously. Some 55% were seeking cost reductions, one-third planned to absorb increased expenses and another third intended to target domestic holidaymakers. That strategy may prove challenging because many operators believe Irish consumers have less disposable income.
F\u00e1ilte Ireland stressed that the findings represent operators\u2019 opinions rather than verified financial results. Sentiment may have been influenced by strong expectations following 2025, persistent cost pressures and a succession of negative international developments.<\/p>\n
Hidden Heartlands and the Tipperary position.
Ireland\u2019s Hidden Heartlands broadly reflected the national difficulties. In that region, 20% of respondents reported increased revenue, 30 per cent recorded no change and 50 % experienced a decline.
Looking ahead, 28% of Hidden Heartlands businesses expected revenue to increase during the remainder of 2026, while 26% anticipated no change and 46% expected a decrease.
This result was slightly better than the Wild Atlantic Way, where 56% reported falling revenue to date and 48% expected a decline during the remainder of the year. Nevertheless, the Hidden Heartlands figures indicate considerable pressure on inland and rural tourism businesses.<\/p>\n
These regional findings cannot be treated as figures for Tipperary or Thurles. Parts of Tipperary, particularly around Lough Derg, are promoted through Ireland\u2019s Hidden Heartlands, but other parts belong to Ireland\u2019s Ancient East. F\u00e1ilte Ireland\u2019s consumer tourism site identifies Thurles specifically as part of Ireland\u2019s Ancient East. Neither region\u2019s results provide a reliable stand-alone measurement of tourism performance in the town.<\/p>\n
The survey contains no county or town-level breakdown. It therefore shows the wider environment in which Tipperary businesses are operating, rather than proving that local turnover followed the regional pattern. <\/p>\n
Second report: Foreign visitors and expenditure increase<\/p>\n
The CSO recorded 676,300 completed foreign-resident visits in July 2026. This was 5% above July 2025 and 3% higher than in July 2024.
Approximately 3.9 million foreign visits were completed between January and July; 13% more than during the equivalent period of 2025, although only 0.4 per cent above 2024.
Visitors spent 5.2 million nights in Ireland during July, an annual increase of 2%. Average stays nevertheless declined from 7.9 to 7.6 nights. This shortening of visits may help explain why some accommodation, hospitality and activity businesses did not experience growth matching the increase in arrivals.<\/p>\n
Great Britain and Continental Europe each supplied 32% of visitors, while North America accounted for 30%. Half travelled for holidays and leisure, 29% visited friends or relatives and 11% came for business.
Foreign visitors spent an estimated \u20ac681 million, excluding fares, 9% more than in July 2025. North Americans contributed \u20ac300 million, or 44% of the total, demonstrating the market\u2019s disproportionate economic importance.<\/p>\n
All CSO figures are national and do not identify how many visitors travelled to Tipperary or Thurles, or how much they spent there. <\/p>\n
Growth is real but uneven.
Higher visitor numbers and national expenditure do not guarantee increased revenue for every operator. Spending may be concentrated in Dublin, hotels and major attractions, while smaller rural businesses receive a limited share. Some 33% of July visitors stayed with family or in their own property, further restricting benefits for commercial accommodation.
Shorter stays and rising energy, fuel, payroll and supply costs can also weaken margins despite increasing visitor expenditure.<\/p>\n
The combined evidence therefore points to uneven growth; Ireland is attracting more foreign visitors, but regional operators remain under pressure. For Tipperary and Thurles, the national and regional findings provide important context, but more detailed local data would be required to establish their actual tourism performance.
However, Thurles Tourist Office\u2019s promotion of local nail bars, coffee shops and clothing stores as a means of attracting international visitors must be regarded as out of touch with the realities of attracting foreign tourism.<\/p>\n