Visitor attitudes on the environment: What Irish tourism needs to know
Research shows renewable energy infrastructure has limited impact on how visitors experience Ireland's landscapes and choose destinations.
Overview
Fáilte Ireland commissioned REDC to revisit 2017 research on visitor attitudes towards renewable energy infrastructure. Researchers interviewed 1,262 domestic and overseas visitors across 24 locations between August and October 2025.
The findings show renewable energy infrastructure has limited impact on how visitors experience the landscape. Two in three did not factor it into their destination choice, while 61% of those aware of it reported no impact on enjoyment. Most visitors continue to value beauty and untouched nature.
More than half agree the benefits of renewable energy outweigh the negatives, though mountain landscapes show greater sensitivity. Development can be balanced with tourism, when landscape quality remains a priority.
Key findings
- 42% say infrastructure has no impact on future visits. This figure reflects stated intentions, not confirmed behavior.
- Among those aware of Renewable Energy Infrastructure, 61% report no impact on the landscape.
- 58% agree that the benefits are greater than the negatives of Renewable Energy Infrastructure.
- For two in three visitors, Renewable Energy Infrastructure did not factor into their decision making when choosing their destination.
- Beauty and untouched nature are top priorities for visitors of all nationalities. It was ranked #1 in all areas for enjoyment and satisfaction.
- The Mountains area ranks highest amongst visitors for mention of the negative impact of Renewable Energy Infrastructure on a landscape.
What the research tells us
1. Infrastructure has minimal impact on visitor behavior
Renewable energy infrastructure rarely changes visitor plans, with two in three visitors not factoring it into their destination choice and 61% of those aware of it reporting no impact on enjoyment. This consistency across visitor groups suggests tourism businesses can unlock growth and plan confidently without fearing that infrastructure will deter visitors.
2. Visitors prioritize natural beauty above all else
Beauty and untouched nature ranked #1 for enjoyment and satisfaction across all areas and nationalities, reinforcing that visitors value unspoilt scenery above all else. Protecting natural landscapes remains essential, while tourism businesses can amplify their appeal by focusing on landscape quality.
3. Awareness of renewable energy benefits is strong
Awareness of renewable energy benefits is strong, with 58% agreeing that the benefits outweigh the negatives, and visitors who understand these benefits tend to view infrastructure more favorably. This creates an opportunity for tourism businesses to amplify positive messages and build support through clear communication about sustainable energy.
4. Mountain areas show the most visitor sensitivity
Mountain areas ranked highest for mentions of negative impact, signaling a need for extra care in planning rather than suggesting visitors avoid these regions. Thoughtful design can help balance renewable energy development with protecting mountain scenery across the Wild Atlantic Way and Ireland's Hidden Heartlands.
What this means for tourism businesses
The research sends a clear signal: renewable energy infrastructure is not a barrier to attracting visitors. Most visitors do not factor it into their destination choice, and the majority who notice it report no impact on their enjoyment.
What does matter to visitors is the quality of the landscape. Beauty and untouched nature ranked first across all areas and nationalities. For tourism businesses, this means that protecting and showcasing landscape quality is where you can make the biggest difference to how visitors experience your destination.
For businesses operating near mountain landscapes, the research points to greater visitor sensitivity. Thoughtful planning and design can help balance renewable energy development with protecting the scenery that draws visitors to these areas.
Read the Visitor Attitudes Report
Get the complete findings and methodology behind how visitors really feel about renewable energy infrastructure in Irish landscapes.