Ireland’s hotel industry has welcomed the government’s launch of the new National Tourism Policy, a move designed to strengthen tourism as a major contributor to the country’s economy.
The policy, titled A New Era for Irish Tourism, outlines measures aimed at increasing international and domestic tourism revenue, supporting tourism SMEs, and enhancing visitor experiences across the country.
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Hotels and accommodation providers have expressed cautious optimism about the potential impacts on occupancy, regional development, and sector employment.
Focus on culinary tourism and regional growth
For the first time, Ireland’s tourism strategy places significant emphasis on food-related experiences. The policy highlights the country’s culinary offering as a driver for tourism growth, creating opportunities for hotels to integrate gastronomy into their services.
Alongside this, regional development is a key priority. Policymakers aim to distribute tourism benefits more evenly, encouraging investment outside major urban centres.
Hotel operators in rural areas have noted that improved visitor flows could help alleviate seasonal demand pressures and enhance local economies.
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By GlobalDataTargets for employment and digital adoption in hotels
The policy sets ambitious goals for the tourism workforce and sector digitisation. With Ireland’s tourism sector employing over 228,000 people, the government seeks to raise this figure to 250,000 and ensure 90% of SMEs adopt advanced digital tools.
Hotel managers have indicated that such measures could improve operational efficiency and help attract and retain talent.
Training initiatives and clear employment pathways are also designed to raise service quality and strengthen Ireland’s reputation as a hospitality destination.
Improving connectivity and visitor access
Transport infrastructure is identified as a cornerstone for tourism growth. The policy includes a Strategic Air Access Programme to expand airline routes and encourages off-peak travel between October and May.
Hotels across Ireland are likely to benefit from improved visitor accessibility, particularly in regions currently underserved by public transport or international flights.
Industry analysts highlight that enhanced connectivity can increase occupancy rates, support sustainable growth, and provide more consistent business for accommodation providers throughout the year.
The new National Tourism Policy sets out 71 proposals to be implemented over the next decade, with Fáilte Ireland and Tourism Ireland aligning their corporate plans to support these objectives.
As Ireland positions itself to attract more international visitors and diversify its tourism offerings, the hotel sector is expected to play a central role in delivering the enhanced experiences outlined in the policy.
