Positive outlook for tourism in 2025 – Fáilte Ireland
Fáilte Ireland drove over 1.2 million referrals from its website and social media channels to the booking engines and websites of Irish tourism businesses last year.
The tourism body hopes to grow that number this year, as it unveils plans to drive sustainable tourism development across the country.
The chief executive of Fáilte Ireland, Paul Kelly, said “influencer marketing is one of the most cost effective returns on investment” after it was revealed that the agency paid €165,000 to 11 influencers to promote domestic tourism.
“Along with all the other great marketing that we do, including our fantastic sponsorship of the RTÉ Weather, (influencers are) part of a holistic package of marketing that is designed to support businesses.”
Mr Kelly said it is appropriate that influencers label their content appropriately as advertisements when posting on behalf of Fáilte Ireland.
This year, Fáilte Ireland is working alongside Tourism Ireland to promote Ireland as the authentic home of Halloween nationally and internationally, as part of the programme of festivals that it is supporting.
It will also support the continued development of “exceptional visitor experiences and attractions”. Key openings in 2025 include Dublin Castle Records Tower, The Little Museum of Dublin, Dún Aonghasa on Inis Mór, off Co Galway, New Farm Trail in Connemara National Park in Co Galway and Bray Head Signature Discovery Point in Co Kerry.
The tourism body is competing with international destinations and foreign climes to attract Irish tourists who are currently seeing ads from airlines and tour operators encouraging them to book a sun holiday.
Mr Kelly said there was a significant increase in Irish people holidaying in Ireland during the pandemic, and those numbers are holding up. “It is really important that we continue to invest and develop that,” he said.
Fáilte Ireland’s tourism barometer revealed 46% of businesses increased their revenue in 2024, while 18% had the same, and 36% saw a decrease. The strongest performing sectors were inbound tour operators and destination management companies.
It showed that price increases helped to cover rising costs, but not fully – 68% of businesses increased their prices last year due to rising costs.
In spite of significant cost challenges, 56% of businesses made a profit in 2024, and a further 24% broke even.
“Businesses haven’t been able to put their prices up by as much as the input costs have come in,” Mr Kelly said, “so we have seen that the profit margins have been squeezed so that’s a real challenge that businesses face.”
He said labour, energy and insurance costs dominate concerns, but if costs come down, prices for customers will moderate. “I think the industry really welcomes the announcement in the Programme for Government around the VAT rate, around employer PRSI reduction, and they certainly will help moderate pricing when they come into play.”
Article Source – Positive outlook for tourism in 2025 – Fáilte Ireland – RTE
