Minister for Enterprise, Tourism and Employment 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.
Key initiatives include development of a new Culinary Tourism Strategy, implementing a new approach to investment, and accelerating digital and AI adoption across the sector.
Minister for Enterprise, Tourism and Employment, Peter Burke TD, today (29 July 2026) launched Fáilte Ireland's Corporate Strategy 2026–2029, setting out a clear programme to support strong tourism performance for Ireland through sustainable growth, greater regional and seasonal balance, and a more competitive and resilient tourism sector.
Delivering the ambition set out in A New Era for Irish Tourism, the Government's national tourism policy, the strategy outlines how Fáilte Ireland will work with industry, government and communities to unlock the full economic potential of tourism. Through strategic investment, domestic demand generation, destination development and business capability supports, the strategy will help tourism businesses grow revenue, improve productivity, create employment and generate greater economic value for communities across Ireland.
Tourism is one of Ireland's most important economic sectors, supporting almost 229,000 jobs and acting as a major source of employment and enterprise development across regional and rural Ireland. The strategy is designed to support the national policy target of 7% annual domestic tourism revenue growth while strengthening tourism businesses to compete more effectively in an increasingly challenging and digital global marketplace.
A central focus of the strategy is improving the competitiveness, productivity and resilience of tourism businesses. Through enhanced enterprise supports, skills development, access to data and insights, and expanded digital and AI programmes, Fáilte Ireland will help businesses improve performance, increase visibility, convert more demand into bookings and build sustainable long-term growth.
The strategy also introduces a more agile, evidence-based and economically focused approach to tourism investment. Investment will be targeted where it can deliver the greatest economic impact, strengthen destination competitiveness, support regional growth and extend the tourism season. Alongside long-term destination development, opportunities to refresh and enhance existing tourism assets will help deliver measurable economic benefits in the short, medium and long term.
Recognising the significant opportunity for Ireland to strengthen its tourism offering, the strategy includes the development of a new Culinary Tourism Strategy and the introduction of an Outdoor Ireland programme. These initiatives will build on Ireland's strengths in food, drink and outdoor experiences, creating compelling reasons to travel, encouraging longer stays and increasing visitor dispersal across destinations throughout the country.
Speaking about the strategy, Minister Peter Burke 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.
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.
Ruth Andrews, Chairperson of the Fáilte Ireland Authority
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.
Caroline Bocquel, Chief Executive of Fáilte Ireland
Key initiatives to deliver the strategy include:
- Driving stronger domestic tourism demand to support the national target of 7% annual domestic tourism revenue growth, increase off-peak travel and accelerate growth in less mature destinations.
- Developing a new Culinary Tourism Strategy to position Ireland's food and drink offering as a key tourism motivator, enhance visitor experiences and increase local economic impact.
- Delivering a new Outdoor Ireland programme focused on strengthening visitor experiences across walking, cycling and water-based activities while supporting local businesses, accommodation providers and food experiences.
- Introducing a new investment approach focused on economic impact, destination competitiveness, regional growth and return on investment across tourism destinations and experiences.
- Expanding digital and AI adoption programmes to improve productivity, efficiency, discoverability, bookability and commercial performance across the tourism sector.
- Refreshing enterprise supports through a more tailored, diagnostic-led approach that helps businesses improve revenue, profitability, productivity and resilience.
- Establishing a tourism data and economic insights service to support evidence-based decision-making and identify new growth opportunities.
- Strengthening festivals, events, attractions and visitor experiences that drive visitor spend, generate economic impact and extend the tourism season.
Read the full Fáilte Ireland Corporate Strategy 2026–2029.
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Fáilte Ireland Corporate Strategy 2026–2029
Find out how Fáilte Ireland will help drive sustainable growth, support tourism businesses and strengthen destinations from 2026 to 2029.