Ireland’s emerald landscapes, historic castles, and warm pub welcomes continue to draw visitors worldwide, but how people experience this beloved island is changing significantly. Recent figures from Tourism Ireland and the Irish Tourism Industry Confederation (ITIC) show evolving patterns in visitor behaviour, preferences, and expectations that reshape the Irish tourism landscape.
At ConnollyCove, we’ve spent years exploring every corner of this beautiful island and witnessed these shifts firsthand. Today’s travellers seek meaningful connections with Ireland’s culture, landscapes, and people, moving beyond standard tourist experiences to something more authentic and personal.
In this comprehensive guide, we’ll explore the key trends transforming Irish tourism in 2025, based on expert interviews, industry data, and our own experiences across the country. Whether you’re planning your first Irish adventure or returning to discover more of this captivating island, understanding these trends will help you create a more rewarding, authentic experience.
Table of Contents
Authentic Experiences Taking Centre Stage
One of the most significant shifts in Irish tourism is the growing desire for authentic experiences that connect visitors with the true character of Ireland. According to Jude Franks, a successful Australian tourism consultant with specialist experience in ecotourism and cultural heritage tourism, this authenticity is becoming increasingly important.
“In the current touristic world, ecotourism is becoming very popular compared to the alternative of commercial mass tourism,” Franks explains. “Ecotourism is providing people with a responsible way to access new experiences.” She notes that tourists today are more interested in “an authentic experience and being able to access areas that were once not known unless they sought them out themselves.”
This trend is evident across Ireland, where visitors increasingly look beyond the well-trodden paths of Temple Bar in Dublin or the Cliffs of Moher. Instead, they’re seeking out experiences like:
- Participating in traditional Irish music sessions in small village pubs
- Learning about ancient craft techniques from local artisans
- Exploring lesser-known walking trails with local guides
- Staying in family-run guesthouses rather than chain hotels
- Volunteering with conservation projects in protected landscapes
What this means for your Irish journey: When planning your trip, look for opportunities to connect with local communities and authentic experiences. Consider staying an extra day in smaller towns and villages, where you can build relationships with locals and experience daily Irish life at a slower pace.
“What we’re seeing now is a desire for connection—visitors want to leave Ireland having experienced something real, whether that’s learning a few phrases of Irish from locals, understanding how traditional brown bread is made, or hearing stories about a town’s history from someone whose family has lived there for generations.” – Ciaran Connolly, Founder of ConnollyCove
Sustainable Tourism Growth: Quality Over Quantity
Another crucial trend reshaping Irish tourism is a shift toward sustainability and responsible travel practices. This extends beyond environmental concerns to include destinations’ social and cultural sustainability.
Jude Franks emphasises this: “Companies shouldn’t just be driven by profitability and numbers, but to ensure quality of life for people going about their daily lives.” She further mentions that “the visitor experience will suffer if the only focus is on reaching a mass-market. Instead, there should be an emphasis on protecting tourist destinations’ social fabric and cultural identity.”
This sentiment aligns with broader industry movements in Ireland:
Sustainable Tourism Initiatives Across Ireland
| Region | Notable Initiatives | Visitor Experience |
| Wild Atlantic Way | Dark Sky Reserves for astro-tourism, plastic-free beaches | Stargazing experiences, clean coastline activities |
| Ireland’s Ancient East | Heritage site capacity management, local food trails | Less crowded historical sites, authentic culinary experiences |
| Hidden Heartlands | Community-led tourism projects, rural regeneration | Genuine interactions with locals, unique accommodation in revitalised villages |
| Northern Ireland | Regenerative tourism models, carbon-neutral attractions | Emphasis on giving back to communities, lower-impact nature activities |
Many Irish tourism businesses are now focusing on:
- Limiting visitor numbers at sensitive sites to prevent overtourism
- Supporting local producers and reducing food miles
- Implementing energy-efficient practices and renewable energy
- Creating employment opportunities for local communities
- Preserving authentic cultural experiences rather than commercialising them
What this means for your Irish journey: Consider travelling during shoulder seasons (April-May or September-October) when you’ll find fewer crowds and contribute to a more sustainable year-round tourism economy. Look for accommodations and tour operators with genuine environmental credentials, and take time to understand how your tourism spending affects local communities.
Digital Transformation: How Technology is Changing Irish Travel
The evolution of technology has dramatically changed how visitors discover, plan, and experience Ireland. As Jude Franks notes, “The significant growth of the industry throughout the years has been hugely changed due to the evolution of technology and the internet and their impact on how we attract tourists.”
This digital transformation goes far beyond simply booking flights and hotels online. Today’s technology is reshaping the entire visitor journey:
Pre-Trip Planning
- Virtual reality previews of attractions and landscapes
- AI-powered personalised itinerary suggestions based on interests
- Social media-influenced destination choices (Instagram spots)
- Authentic content from local creators rather than traditional marketing
During the Visit
- Augmented reality brings historical sites to life
- Mobile apps for real-time translation of Irish language signage
- Connected experiences linking storytelling across multiple sites
- Digital passes for more seamless access to attractions
Post-Trip Engagement
- Community platforms connecting visitors with locals meet during travels
- Digital souvenirs and immersive content to revisit experiences
- Continued learning about Irish culture, history, and language
The pandemic accelerated many digital trends, with virtual tours and online cultural experiences becoming mainstream. Now, these technologies are being integrated into physical visits in ways that enhance rather than replace authentic connections.
What this means for your Irish journey: Embrace technology as a tool to discover hidden gems and enhance your understanding of Ireland’s rich history and culture. Apps like those from Heritage Ireland can provide context at historical sites, while local community platforms can connect you with authentic experiences that might not appear in traditional tourist guides.
Regional Discoveries: Beyond the Tourist Hotspots
As visitors seek more authentic experiences, many explore beyond Ireland’s traditional tourist centres. This regional diversification is creating new opportunities for travellers to discover the true character of the island.
Emerging Irish Destinations Gaining Popularity
- Midlands and Hidden Heartlands: Once bypassed en route between Dublin and the west coast, Ireland’s central counties are rediscovered for their peaceful waterways, ancient bogs, and lack of crowds.
- Border Counties: The counties along the Northern Ireland border, such as Louth, Cavan, Monaghan, and Donegal, attract visitors interested in exploring the unique cultural blend of these regions.
- Islands and Coastal Communities: From the Aran Islands to Cape Clear, Ireland’s inhabited islands offer immersive cultural experiences in beautiful natural settings.
- Market Towns: Smaller towns with vibrant market traditions, like Skibbereen, Bantry, and Strokestown, are drawing visitors seeking authentic community interactions and local produce.
This regional discovery trend is supported by infrastructure improvements, including greenways (converted railways now serving as cycling and walking paths), improved public transport connections, and new accommodation options in previously overlooked areas.
What this means for your Irish journey: Consider building an itinerary that combines one major centre (like Dublin or Galway) with several days exploring smaller regional towns. Moving beyond the tourist hubs often leads to more meaningful connections and unexpected discoveries.
Film and Media Tourism: Experiencing Ireland Through Stories
Another aspect that Frank highlights is “the success granted from film and TV production.” She notes that “places can benefit hugely from movie productions in their city by creating tailored touristic attractions and activities, just like Ireland has done with Game of Thrones.”
This film-induced tourism has expanded well beyond Game of Thrones, with productions like “Normal People,” “The Banshees of Inisherin,” and “Small Things Like These” drawing visitors to filming locations across the country. The appeal goes deeper than simply visiting a filming spot. These productions often capture something authentic about Irish landscapes, communities, or culture, creating emotional connections that visitors want to experience firsthand.
In response, many regions are developing thoughtful, immersive experiences rather than commercial film tours:
- Storytelling events connecting screen narratives to local folklore
- Craft workshops highlighting traditional skills seen in films
- Guided landscape walks exploring the natural settings of beloved scenes
- Cultural events celebrating the music, food, or traditions depicted on screen
What this means for your Irish journey: If you’re inspired by films or shows set in Ireland, use them as starting points for deeper cultural exploration. Rather than just visiting filming locations, seek experiences that help you understand the cultural context that made these stories compelling.
Cultural Immersion Trends: Deeper Connections
Today’s visitors increasingly seek meaningful cultural immersion rather than surface-level tourist experiences. This trend manifests in several ways:
Language and Heritage
More visitors are interested in learning basic Irish (Gaeilge) phrases, understanding place names, and connecting with their Irish heritage through genealogy tourism. Gaeltacht regions (Irish-speaking areas) are seeing renewed interest from travellers who want to experience this critical aspect of Irish cultural identity.
Participatory Experiences
Rather than passive observation, travellers are seeking active participation in Irish culture:
- Hands-on crafts: Learning traditional skills like weaving, pottery, or bread-making
- Music and dance: Joining sessions or taking bodhrán (Irish drum) or sean-nós dancing lessons
- Food and drink: Participating in foraging walks, cookery classes, or whiskey tastings
- Festivals and events: Timing visits to coincide with authentic local celebrations
Spiritual and Wellness Traditions
Ireland’s ancient spiritual traditions and stunning natural landscapes are drawing wellness-focused travellers:
- Ancient sites: Seeking contemplative experiences at prehistoric monuments and early Christian sites
- Pilgrim paths: Walking traditional routes like Tóchar Phádraig or St. Kevin’s Way
- Nature connection: Forest bathing, sea swimming, and hill walking as mindfulness practices
- Retreat centres: Staying at meditation and wellness centres, often connected to monastic traditions
What this means for your Irish journey: Build time into your itinerary for more profound cultural experiences. A cooking class, music workshop, or guided heritage walk might take a few hours, but the connections and understanding you gain will transform your experience of Ireland.
Country Branding and Authentic Storytelling
Frank emphasises that “country branding” is vital for success in tourism. She believes that “every country should have its unique brand and identity that helps create appeal, making them stand out against destinations worldwide to potential visitors or tourists.
Ireland has successfully developed a distinctive brand identity, moving beyond stereotypical shamrocks and leprechauns to highlight authentic Irish culture, landscape, and people. Tourism initiatives like Wild Atlantic Way, Ireland’s Ancient East, and the Hidden Heartlands have helped create coherent narratives around different regions of the country.
What’s changing is how these stories are told—increasingly, local communities and authentic voices shape the narrative rather than traditional marketing approaches.
What this means for your Irish journey: Look beyond official tourism marketing to discover how locals describe their communities. Social media groups, community websites, and local festivals often provide more authentic perspectives on what makes a place special.
The Evolution of Irish Tourism: Looking Ahead
As we look to the future, several factors will continue to shape the evolution of Irish tourism:
- Climate considerations: More sustainable transport options, carbon-conscious travel planning, and weather-adaptive experiences
- Technological integration: Seamless digital tools enhancing rather than replacing authentic experiences
- Community engagement: Greater involvement of local communities in tourism development and storytelling
- Diverse voices: More inclusive perspectives on Irish history, culture, and identity
- Cultural preservation: Balancing tourism growth with protecting authentic traditions and ways of life
What remains constant is Ireland’s unique capacity to create genuine connections through its landscapes, culture, and people. As Jude Franks eloquently puts it, tourism ultimately boils down to “the personality of a place”—and Ireland’s personality continues to captivate and welcome visitors worldwide.
“Our greatest strength in Irish tourism isn’t just our landscapes or heritage sites—it’s our ability to make visitors feel genuinely welcome and connected. The future of Irish tourism will be built on these authentic relationships, whether that’s through a conversation in a local shop, a story shared at a historical site, or a meal enjoyed with new friends.” – Ciaran Connolly, Founder of ConnollyCove
Practical Advice for Experiencing the New Irish Tourism
For travellers wanting to experience these emerging trends in Irish tourism, here are some practical tips:
- Stay longer in fewer places: Rather than rushing between tourist sites, spend more time in fewer locations to develop deeper connections
- Seek local guidance: Ask B&B hosts, pub owners, or shop staff for their recommendations—they often know hidden gems tourists rarely discover
- Travel off-season: Visit during shoulder seasons for more authentic experiences with fewer crowds, better accommodation availability, and more meaningful interactions with locals
- Mix urban and rural: Combine time in cities like Dublin or Cork by exploring smaller towns and rural communities.
- Learn a few Irish phrases: Even basic greetings in Irish are appreciated and often lead to wonderful conversation.s
- Support local businesses: Choose locally-owned accommodations, restaurants, and tour operators that contribute directly to the communities you visit.
- Respect the landscape: Follow Leave No Trace principles, especially in sensitive natural areas with increased visitor numbers.
By aligning your travel approach with these evolving trends, you’ll experience an Ireland far beyond tourist clichés—one that offers genuine connection, cultural understanding, and lasting memories.
FAQs
Curious about how Irish tourism is evolving and what it means for your next visit? These frequently asked questions address the most common queries about changing trends in Irish tourism, helping you plan a more authentic and meaningful experience on the Emerald Isle.
What’s the best time to visit Ireland for authentic experiences?
The shoulder seasons (April-May and September-October) offer an excellent balance of decent weather, fewer crowds, and authentic local experiences. Most attractions are open but not overcrowded, and locals are more available for genuine interactions. However, even high summer can provide authentic experiences if you venture beyond tourist hotspots.
How is Irish tourism addressing sustainability concerns?
Irish tourism is increasingly focusing on quality over quantity, with many regions implementing visitor management systems, promoting carbon-neutral activities, supporting local producers, and developing tourism that benefits rather than burdens local communities. Look for businesses with certifications like Ecotourism Ireland or Green Hospitality Awards.
Are traditional Irish experiences becoming harder to find with changing tourism trends?
While some areas with high tourist concentrations have commercialised experiences, authentic Irish traditions thrive throughout the country. The key is venturing beyond obvious tourist centres and seeking community-based experiences. Traditional music sessions, craft workshops, local festivals, and family-run businesses offer genuine connections to Irish culture.
How is technology changing the Irish visitor experience?
Technology is enhancing rather than replacing authentic experiences, with digital tools now helping visitors discover hidden gems, understand cultural contexts, connect with local communities, and navigate efficiently. Look for heritage apps, community platforms, and digital storytelling initiatives that deepen your understanding of places you visit.
What regions of Ireland are emerging as new tourist destinations?
Ireland’s Hidden Heartlands, Border counties, smaller market towns, and coastal communities away from major tourist routes are gaining popularity. These areas often offer more authentic experiences, lower prices, and warmer welcomes as they’re still delighted to receive visitors rather than overwhelmed by them.
Irish tourism is excitingly evolving, creating more opportunities for meaningful, authentic experiences. By understanding these trends and approaching your visit with curiosity, respect, and a desire for genuine connection, you’ll discover an Ireland far beyond the postcard images—one that may stay in your heart long after you return home.
Explore our other guides to Irish travel destinations, cultural traditions, and authentic experiences for insights on Irish tourism, culture, and travel recommendations.
