New strategy is designed to help the sector strengthen performance and drive sustainable growth.
New supports to help businesses adopt digital technologies, a dedicated Culinary Tourism Strategy and a stronger focus on improving business performance are among the commitments set out in Fáilte Ireland’s Corporate Strategy 2026-2029.
As tourism businesses continue to navigate costs, changing visitor expectations and increasing international competition, Fáilte Ireland says its new strategy is designed to help the sector strengthen performance and drive sustainable growth.
Looking ahead, Caroline Bocquel, Chief Executive of Fáilte Ireland, believes there is a real opportunity to capitalise on opportunities and create a more competitive, productive and sustainable tourism sector.
Speaking at the launch of Fáilte Ireland’s Corporate Strategy 2026-2029, Bocquel said the organisation would work closely with all stakeholders to strengthen tourism performance and ensure the benefits of growth are shared across the country. A key principle underpinning the strategy is ensuring tourism creates shared value for local areas, supporting employment, local businesses and investment while protecting the character and appeal of destinations.
Central to the strategy is a commitment to helping tourism businesses become more competitive, productive and resilient. Fáilte Ireland plans to expand the supports available to industry through enhanced business capability programmes, improved access to data and insights, and a continued focus on digital and AI adoption. For tourism and hospitality operators, the objective is straightforward: helping businesses improve productivity, increase revenue, convert demand more effectively into bookings and generate greater value from visitor demand while supporting sustainable long-term growth.
Fáilte Ireland also plans to strengthen its tourism data and insights capability, providing businesses with more actionable information to support decision-making, identify opportunities and improve commercial performance.
The strategy also includes the development of a new Culinary Tourism Strategy and the rollout of an Outdoor Ireland programme, reflecting the growing importance of food, drink and outdoor experiences in attracting visitors. These initiatives will help build on some of Ireland’s strongest tourism assets while encouraging visitors to stay longer and discover more regions of the country.
A new approach to investment is also a central part of the strategy, with Fáilte Ireland committing to take a targeted and evidence-based approach, directing investment towards projects and destinations that can deliver the greatest economic impact, strengthen competitiveness and contribute to regional and seasonal growth. Alongside major destination development projects, opportunities to refresh and enhance existing tourism assets will continue to play an important role in improving the visitor experience and supporting local economies.
Ruth Andrews, Fáilte Ireland’s Chairperson said the strategy is focused on areas where the organisation can deliver the greatest impact for tourism businesses, destinations and communities.
Creating a stronger year-round tourism sector remains an important focus. The strategy supports the national ambition of increasing domestic tourism revenue while encouraging visitors to explore more of Ireland throughout the year. For businesses operating outside peak tourism periods, this focus on seasonality has the potential to create new opportunities and support more sustainable trading patterns.
Alongside business performance, the strategy also recognises the importance of building a skilled and resilient tourism workforce. Continued investment in skills development, leadership capability and career progression will help businesses attract and retain talent while supporting long-term sector growth.
Launching the strategy, Minister for Enterprise, Tourism and Employment Peter Burke TD said tourism remains one of Ireland’s most important economic sectors and highlighted its role in supporting businesses, jobs and communities across the country.
He said the strategy would support the ambitions of A New Era for Irish Tourism through stronger year-round demand, regional growth and targeted investment.
The strategy also reinforces Fáilte Ireland’s commitment to sustainability and climate resilience, ensuring future tourism growth is balanced with the protection of the natural, cultural and local assets that underpin Ireland’s appeal as a visitor destination.
For hotels, restaurants, attractions and tourism operators the strategy signals a continued focus on the areas that matter most to business performance, including digital capability, year-round demand, destination development, workforce capability and food tourism. Ultimately, the strategy reflects a growing emphasis on creating greater value for businesses, communities and visitors alike. By supporting competitiveness, productivity, innovation and destination quality, Fáilte Ireland aims to help tourism businesses strengthen performance, increase revenue opportunities and contribute to a more resilient and sustainable tourism sector across Ireland.
