Cork to benefit from increased German and Canadian promotion as Visit Cork targets new overseas growth in 2026
Cork is set to benefit from expanded international promotion in Germany and Canada, additional marketing campaigns, sustainability and accessibility initiatives, and more business events – all aimed at growing visitor numbers by 8-10 per cent.
Tourism Industry Day Sets Out Ambitions
Visit Cork outlined its ambitions at its annual Tourism Industry Day, held on January 29th at the Radisson Blu Hotel & Spa in Little Island, where more than 150 tourism and hospitality stakeholders gathered for an update on performance, priorities and future growth opportunities.
More than 150 tourism and hospitality stakeholders attended the annual briefing, which outlined Visit Cork’s performance to date and its strategic priorities for leisure tourism under the Pure Cork brand and business events through the Cork Convention Bureau.
Overseas Markets and Improved Connectivity
Tourism currently accounts for one in every ten jobs in Cork, employing approximately 22,500 people across the county. Visit Cork confirmed it is actively targeting new overseas growth markets to future-proof the sector, with Canada identified as a priority market from 2026, alongside continued focus on the US, UK, Spain, France and the Netherlands.
A significant expansion of activity in Germany was also announced, with Visit Cork twinned with Tourism Ireland’s German Market Office for the remainder of 2026. The move will be supported by increased frequency on the Frankfurt–Cork air service this summer, strengthening access from one of Ireland’s strongest inbound tourism markets.
Speaking at the event, Seamus Heaney, Head of Visit Cork, said Cork is well positioned to grow its share of the international tourism market, but must diversify its overseas focus..
“Cork sits at the intersection of Ireland’s Ancient East, the Wild Atlantic Way and Ireland’s Hidden Heartlands, giving us a unique positioning nationally and internationally. While the US remains important, it is vital that we are not over-reliant and continue to develop new overseas growth markets,” he said.
Business Tourism and Experience-Led Growth
He added that there is strong growth potential in immersive experiences, food tourism, the night-time economy and dynamic packaging, where accommodation providers and attractions collaborate to create compelling visitor offers.
Business tourism was also highlighted as a major economic driver. Evelyn O’Sullivan, Manager of the Cork Convention Bureau, said conference and business events have delivered approximately €150 million to the Cork economy since Cork Convention Bureau was founded, reinforcing the city’s reputation as a leading international conference destination.
“Cork performs exceptionally well in attracting international association conferences,” she said. “We are targeting further growth of in sectors where Cork has global strengths, including food and agri-tech, STEM, space and maritime.”
The Cork Convention Bureau’s Conference Ambassador Programme was highlighted as a key driver of success, supporting local experts in bidding for international events.
Marketing, Sustainability and the Year Ahead
Later this year, Pure Cork will launch a new national and international marketing campaign positioning Cork as an experience-rich destination, with a particular focus on food and gastronomy, and adventure and activities. Tourism businesses were encouraged to develop evening and off-peak experiences, create sellable packages and collaborate locally to increase overnight stays and extend visitor dwell time.
Sustainability and accessibility were central themes throughout the day. Visit Cork’s sustainability lead, Katherine Fitzpatrick, confirmed that Cork now ranks 20th globally on the Global Destination Sustainability Index and second among comparable cities, following the city’s 2025 submission.
The Visit Cork Green Award 2026 was also launched. Running since 2020, the awards are open to all tourism businesses, including hotels, restaurants, attractions and tour operators. Old Head of Kinsale was named the 2025 winner. The awards recognise excellence across environmental sustainability, social responsibility, governance and economic impact, with a focus on leadership, innovation, communication and community engagement.
Tourism outlook and performance insights were provided by Seán O’Malley of Fáilte Ireland, who said the sector is expected to continue growing in 2026, albeit at a more modest pace due to global economic risks, including geopolitical tensions and trade uncertainty.
“Tourism remains one of the most important drivers of the economy in Cork and nationally,” he said. “Every €1 million of tourist expenditure supports around 20 tourism jobs, and for every euro spent by a visitor, approximately 29 cent is returned to the Exchequer when wider economic impacts are considered.”
A presentation on regenerative tourism by Aisling Ward of Munster Technological University highlighted the role tourism can play in supporting communities, biodiversity and long-term destination resilience.
Call to Action for Tourism Businesses
Tourism businesses were encouraged to add or update their listings and events on www.purecork.ie, the official Cork tourism website, to benefit from national and international promotion.
