While acknowledging the difficulties faced by some businesses, the briefing underscored the positive indicators shaping the industry’s future and the work Fáilte Ireland is doing to provide ongoing support and boost the sector.

Overall expenditure in the sector rose last year, though Mr. Kelly noted that this may not have been reflected in all businesses’ day-to-day operations.

Nationally, visitor numbers grew, largely due to an expansion in supply, while revenue gains were primarily driven by price adjustments to offset rising costs. However, this resulted in tighter profit margins for some.

Despite this, the market is expected to benefit from increased accommodation capacity and an expanding range of events and attractions, strengthening both industry performance and business development.

Ireland’s visitor experience continues to evolve, with over 300 new attractions and events introduced across the country in 2024. This was evident last weekend as Dublin was full of energy, not just from rugby fans, but from those celebrating the Dublin Lunar New Year and enjoying the exciting St Brigid’s Weekend events, many more of which took place throughout the country.

While most attractions reported revenue growth, 44% of activity providers saw a decline, with a further 11% remaining flat. Price increases were largely in line with rising costs, though 28% of businesses reported price adjustments below cost increases, further squeezing margins.

Encouragingly, 44% of attractions and 38% of activity providers reported improved operating margins, forecasting a strong year ahead. Although capacity limits at Dublin Airport remain an issue for overseas travel, the domestic market remains strong.

Visitor sentiment is high, and revenue from domestic tourism is now significantly above pre-pandemic levels, demonstrating the enduring appeal of staycations and local getaways. This success has been supported by Fáilte Ireland’s strategic marketing campaigns, which have promoted events and experiences nationwide.

New initiatives, such as the expansion of Púca, positioning Ireland as the Home of Halloween, aim to extend tourism beyond the peak summer months and strengthen the country’s year-round offering.

Fáilte Ireland also outlined ambitious plans to build a more sustainable tourism industry, aiming for a 5% national increase and 6% regional growth as part of a broader strategy to encourage greater visitor dispersal and retention in emerging destinations.

A key focus of the briefing was the rise in online booking systems, with only 19% of businesses offering digital bookings in 2019, a figure expected to reach 60% by 2026. The shift towards online ticketing presents significant opportunities for businesses to enhance accessibility and streamline operations.

YourDaysOut.com, recognised by Fáilte Ireland’s Digital that Delivers and the EU Just Transition digital transformation programme, provides an integrated booking system for events, activities, general admission, school tours and birthday parties.