Tourism Ireland

Tourism Ireland: international promotion of the island of Ireland

Tourism Ireland is the body responsible for marketing the island of Ireland overseas as a leading holiday destination. Its creation forms part of the "six areas of co-operation" established by the 1998 Good Friday Belfast Agreement. Its remit is to increase tourism to the island and to support Northern Ireland in realising its tourism potential.

The organisation operates under the auspices of the North South Ministerial Council, through the Department for the Economy in Northern Ireland and the Department of Enterprise, Tourism and Employment in Ireland. It works closely with the two tourist boards on the island, Fáilte Ireland and Tourism NI, as well as with partners in the tourism industry both at home and abroad.

Structure and international reach

Tourism Ireland has a staff of up to 168 people and creates world-class marketing programmes in more than 15 markets, including Great Britain, North America, Mainland Europe, Australia and emerging markets. Its head offices are located in Dublin and Coleraine.

Economic impact of tourism

Tourism is one of the most important sectors for the island. In 2025, overseas tourism generated more than €6 billion and £5.2 billion for the island of Ireland, helping to sustain 300,000 jobs in communities across the island. 70% of those jobs are located outside Dublin and Belfast, making tourism one of the island's largest indigenous industries.

Marketing activity and campaigns

The organisation runs global marketing campaigns and promotional programmes in international markets. Among its recent initiatives, the website features a campaign targeting more than 8 million food enthusiasts in Great Britain, in which acclaimed chefs showcase Ireland's culinary scene and rich culinary heritage. It also reports promotional activities in Austria, where 2.3 million Austrians will learn about Northern Ireland's unique heritage, and in Italy, with a culinary travel TV programme co-produced by Tourism Ireland that will reach 2.7 million Italians and spotlight Cork's food offering.

Opportunities for the tourism sector

Tourism Ireland offers tourism businesses the opportunity to promote their activity overseas through a range of opportunities in international markets. These include overseas events, partnership programmes, the Northern Ireland Overseas Engagement Programme, as well as publicity and media opportunities. The organisation also provides resources, practical toolkits and a calendar of international events to support the sector.

Industry information and insights

The organisation publishes research and insights on tourism, including tourism key facts, Situation and Outlook Analysis Reports (SOAR), visitor facts and figures, market profiles and reviews, overseas sentiment research and international marketing segmentation. It also maintains a news and press releases section, with ezines and updates on industry events.

Corporate information

Tourism Ireland is a company limited by guarantee without a share capital, registered no. 336370 at Bishop's Square, Redmond's Hill, Dublin.