Ireland Tourism Surges as Overseas Visitors Reach Nearly 5.3 Million and Spending Climbs to €4.6 Billion in 2026

The Irish tourism sector has seen robust growth in its performance in the first nine months of 2026, with 5.3 million tourists visiting the country and foreign tourism expenditure totaling €4.6 billion. According to statistics provided by the CSO, foreign tourist arrivals have risen by 9% from January to September of 2026 as compared to the same period last year. Foreign tourist expenditure has grown even more quickly, increasing by 11%.

The latest figures suggest that Ireland remains an attractive destination for international travellers, despite changing holiday habits and emerging economic pressures in some important markets. Strong demand from Great Britain, Mainland Europe and North America has supported the industry’s performance, while new promotional campaigns are encouraging visitors to explore more destinations across the island.

However, September presented a more complicated picture. Although international visitor spending continued to increase, the number of overseas arrivals declined slightly compared with the corresponding month last year. This contrast highlights the growing importance of attracting higher-value tourism while maintaining consistent visitor demand throughout the year.

Overseas Tourism Spending Climbs as Ireland Strengthens Its International Appeal

Ireland welcomed almost 5.3 million overseas visitors between January and September 2026, representing a 9% increase compared with the corresponding period in 2025. These travellers contributed approximately €4.6 billion in expenditure, an 11% annual increase.

The stronger rise in spending compared with arrivals indicates that international tourism revenue grew faster than visitor volumes. This is an encouraging development for accommodation providers, restaurants, attractions and regional tourism businesses that depend on overseas guests.

The figures also underline the importance of maintaining Ireland’s competitiveness as international travellers compare destinations, transport costs and holiday experiences before booking.

September Visitor Numbers Decline Despite Higher Tourism Revenue

September 2026 brought a slight slowdown in international arrivals, with Ireland welcoming approximately 590,700 overseas visitors. This represented a 2% decline compared with September 2025.

Despite the reduction in visitor numbers, international tourism spending reached €595 million, an increase of 4% compared with the same month last year.

The figures demonstrate that visitor expenditure can continue growing even when arrivals soften. However, they do not establish whether the increase resulted from longer stays, higher prices or greater spending per traveller.

For tourism businesses, the contrasting trends reinforce the importance of monitoring both visitor volumes and the economic contribution of international travel.

Mainland Europe Emerges as Ireland’s Fastest-Growing Tourism Spending Market

Mainland Europe recorded the strongest growth in visitor expenditure during the first nine months of 2026, with spending increasing by 17% compared with the previous year.

Great Britain followed with an 11% rise, while expenditure from North American visitors increased by 8%. Spending from other international markets grew by 3%.

These results suggest that Ireland’s tourism growth has been supported by several important geographical markets rather than depending entirely on one region.

The broader distribution of tourism expenditure is particularly valuable as changing economic conditions, travel costs and consumer confidence continue to influence international holiday decisions.

Great Britain Leads Ireland’s Overseas Visitor Arrivals in 2026

Great Britain remained Ireland’s largest international visitor market during the January-to-September period, accounting for almost two million overseas arrivals.

British travellers continue to play an important role in supporting Ireland’s accommodation, hospitality and regional tourism sectors.

Tourism Ireland also identifies British visitors as particularly valuable because they are approximately twice as likely to return to Ireland as travellers from other international markets.

This strong repeat-visit potential provides opportunities to promote new attractions, lesser-known destinations and seasonal experiences.

Convenient air and sea connections also support travel between Great Britain and Ireland, making shorter holidays and repeat journeys important parts of the tourism market.

North American Travel Shows Early Signs of Slowing Demand

North America remained an important contributor to Ireland’s tourism economy, with visitor expenditure increasing by 8% during the first nine months of 2026.

Nevertheless, September figures revealed softer visitor trends compared with the same month in 2025.

Emerging information from the United States Department of Commerce also suggests a wider slowdown in outbound travel by American citizens.

Ireland’s September comparison was influenced by an additional factor. The country hosted a major NFL game during September 2025, creating an unusually significant sporting tourism occasion.

The absence of an equivalent event may have affected the annual comparison, making it important to interpret the monthly figures carefully.

Ireland Targets American Travellers Through Major Television Exposure

Tourism Ireland is continuing its efforts to maintain visibility in the United States through television coverage, seasonal advertising and destination marketing.

During October 2026, the organisation hosted the American television programme NBC TODAY, helping introduce Ireland’s attractions and experiences to a large US audience.

The promotional strategy aims to encourage autumn travel while keeping Ireland visible to travellers considering future holidays.

This approach is particularly important as American outbound travel demand shows signs of moderation.

By highlighting cultural heritage, scenic landscapes, welcoming communities and distinctive holiday experiences, Ireland is seeking to strengthen its position among travellers who remain willing to spend on international journeys.

Home of Halloween Campaign Turns Ireland’s Ancient Traditions Into a Tourism Attraction

Ireland is using its historical connection with Halloween to encourage international visitors to travel during autumn.

Tourism Ireland’s Home of Halloween campaign has been active throughout September and October 2026, promoting the island as a destination closely associated with the origins of the celebration.

The campaign draws attention to Samhain, the ancient seasonal festival connected with Halloween traditions.

The initiative combines cultural storytelling with travel marketing, helping visitors discover Ireland beyond the traditional summer holiday period.

By connecting historical celebrations with modern tourism experiences, the campaign also creates opportunities for local attractions, accommodation providers and hospitality businesses.

Halloween Tourism Campaign Builds on €50 Million in Additional Bookings

Tourism Ireland’s previous Halloween marketing activity demonstrated the commercial potential of seasonal destination promotion.

During 2025, cooperative campaigns with travel booking platforms generated approximately €50 million in additional inbound bookings associated with the Home of Halloween initiative.

The organisation has renewed partnerships with major online travel platforms during 2026 to encourage further bookings and visitor expenditure.

The strategy combines international advertising with booking opportunities, helping turn interest in Ireland’s Halloween heritage into actual travel reservations.

Such campaigns are particularly important for destinations seeking to attract visitors outside their busiest months and provide more consistent business for tourism operators throughout the year.

Halloween Television Documentary Introduces Ireland’s Heritage to American Audiences

Ireland’s Halloween tourism promotion has expanded through a new television production exploring the origins and traditions of the celebration.

The programme, Samhain – The Birth of Halloween, was co-produced by Tourism Ireland and developed for broadcast in the United States through PBS and Create TV.

The documentary introduces American viewers to Ireland’s historical association with Halloween while presenting the island’s cultural identity and visitor experiences.

The initiative forms part of a wider effort to connect destination storytelling with international tourism demand.

Television exposure can help familiarise potential visitors with places they may not previously have considered, particularly when cultural history provides a distinctive reason to travel.

European Tourism Campaign Encourages Visitors to Discover One More Irish Destination

Tourism Ireland has activated its European marketing strategy through campaigns encouraging travellers to extend their experiences beyond major gateway cities.

The Plus One approach invites visitors to add another destination, attraction or region to an existing holiday itinerary.

The strategy reflects research suggesting that many European travellers consider Ireland for their second or third holiday rather than their main annual trip.

Convenient transport connections and straightforward travel arrangements are therefore central to the campaign.

By promoting regional gateways and multi-destination itineraries, Tourism Ireland aims to distribute visitor spending more widely while making short breaks more appealing.

Regional Tourism Gains Attention as Ireland Promotes Travel Beyond Gateway Cities

Ireland’s tourism strategy increasingly encourages international travellers to explore regions beyond their initial arrival destinations.

Promotional activity highlights how visitors can combine urban attractions with countryside experiences, cultural sites and regional communities.

This approach creates opportunities for smaller tourism businesses that may not benefit directly from visitors staying exclusively in major cities.

It also allows travellers to experience different aspects of Ireland within a single journey.

Regional tourism promotion can help support accommodation providers, restaurants, activity operators and attractions across the island, while encouraging visitors to consider longer itineraries and discover destinations outside established tourism centres.

Winter Holidays and Wellness Breaks Become Important Tourism Priorities

Tourism Ireland is preparing promotional activity designed to attract visitors during the quieter winter months.

The strategy includes campaigns focused on festive holidays before Christmas and wellness-related travel during January.

Winter marketing offers an opportunity to promote Ireland as a destination for experiences that do not depend entirely on warm weather.

Cultural attractions, food experiences, relaxing accommodation and seasonal activities can appeal to travellers seeking shorter holidays.

Encouraging off-season tourism also supports businesses that operate throughout the year, helping reduce reliance on peak summer demand and creating more opportunities for regional destinations.

Food Tourism Takes Centre Stage as Travellers Seek Authentic Irish Experiences

Food and drink have become increasingly important elements of Ireland’s international tourism promotion.

Tourism Ireland reports that more than 70% of potential visitors consider food when selecting a holiday destination.

The organisation is therefore highlighting culinary experiences across the island, from local produce and traditional dishes to contemporary dining.

In Italy, two Ireland-focused episodes of the culinary travel programme L’ingrediente perfetto – A tu per tu aired on television channel La7 during autumn 2026.

The productions were developed with Tourism Ireland to introduce Italian audiences to Irish food culture.

This culinary focus connects tourism promotion with local producers, restaurants and hospitality businesses.

Television and Streaming Programmes Showcase Ireland’s Literary Heritage

Ireland’s cultural landscapes and literary history are receiving international exposure through television and streaming productions.

During autumn 2026, Channel 4 broadcast a two-part travel series titled Sandi’s Ireland: A Literary Journey, developed with Tourism Ireland.

The programme explored places connected with Ireland’s literary traditions and the landscapes that have inspired writers, poets and storytellers.

Such productions introduce viewers to destinations through familiar cultural themes rather than conventional tourism advertising alone.

Literary tourism also creates opportunities for heritage attractions, guided experiences and regional destinations associated with Ireland’s storytelling traditions.

The strategy helps position Ireland as a destination offering meaningful cultural experiences throughout the year.

New Shanghai–Dublin Air Connection Supports Ireland’s Long-Term Asian Tourism Ambitions

Ireland is also looking beyond its established tourism markets by highlighting international air connectivity from China.

A new China Eastern Airlines service connecting Shanghai and Dublin was launched during summer 2026, providing another opportunity to promote travel between China and Ireland.

Tourism Ireland is using this connection to raise awareness of the island among potential Chinese visitors.

Improved air access can support leisure tourism, business travel and international tourism partnerships.

Although the available figures do not establish the route’s contribution to visitor growth, the service represents an important development in Ireland’s efforts to strengthen its international reach and diversify its tourism markets.

Airline and Ferry Partnerships Help Convert Tourism Interest Into Bookings

Air and sea connectivity remain central to Ireland’s international tourism strategy.

Tourism Ireland is working with airlines and ferry companies on cooperative marketing campaigns designed to increase demand for strategically important routes.

According to the organisation, these partnerships generate a return of approximately €15 in visitor spending for every €1 invested in cooperative marketing.

The campaigns connect destination promotion with practical travel options, helping potential visitors move from holiday inspiration to bookings.

Transport partnerships are particularly important for encouraging regional travel, supporting off-season services and improving access from international markets.

They also help reinforce Ireland’s position as an accessible destination for short breaks and longer holidays.

More Than 1,000 Tourism Businesses Gain International Promotional Opportunities

Tourism Ireland is placing significant emphasis on supporting smaller tourism businesses through international marketing and trade engagement.

During 2026, the organisation aims to provide global exposure for more than 1,000 tourism small and medium-sized enterprises.

Its commercial programme is expected to facilitate approximately 35,000 meetings between tourism businesses across the island and international travel trade representatives.

These meetings provide opportunities for local operators to develop relationships with overseas buyers who can bring visitors to Ireland.

The initiative supports wider tourism distribution by helping smaller businesses access international markets that might otherwise be difficult to reach independently.

World Travel Market London Opens Ireland’s Next International Tourism Campaign

Tourism Ireland is preparing a major presence at World Travel Market in London as it begins its overseas promotional programme for 2027.

Approximately 75 tourism companies from across the island are expected to participate alongside the organisation.

The international trade event provides opportunities to meet travel buyers, strengthen commercial partnerships and introduce Ireland’s tourism experiences to industry representatives.

Tourism Ireland is also planning a sales mission to Australia and New Zealand, alongside participation in the International Luxury Travel Market in Cannes.

These activities form part of a wider strategy to develop tourism demand across established and emerging markets.

Business Events Tourism Targets 7,500 International Trade Meetings

Business events represent another important element of Ireland’s tourism development strategy.

Tourism Ireland aims to facilitate approximately 7,500 commercial meetings in this sector during 2026, connecting local tourism operators with international buyers and event organisers.

The programme is intended to support conferences, corporate meetings, incentives and other business-related travel.

Upcoming industry activities include Ireland Meets the West End in London and IBTM World in Barcelona.

Business events can generate demand for hotels, transport providers, restaurants and event venues, particularly outside traditional holiday periods.

Expanding this segment can therefore help Ireland develop a more balanced tourism economy throughout the year.

Ireland’s Tourism Industry Looks Towards 2027 After Strong Revenue Growth

Ireland enters the final months of 2026 with international tourism expenditure growing faster than overseas visitor arrivals.

The €4.6 billion recorded during the first nine months provides an encouraging foundation for the industry’s annual performance, although the September slowdown demonstrates that demand remains sensitive to changing international travel conditions.

Tourism Ireland’s promotional programme now combines established visitor markets with new air connections, cultural storytelling, culinary tourism and seasonal travel campaigns.

The organisation is also strengthening international trade relationships while encouraging visitors to explore more regions.

As preparations for 2027 continue, Ireland’s tourism strategy is increasingly focused on sustaining visitor expenditure, widening international demand and supporting businesses throughout the island.

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