Tourism Ireland’s Latest Overseas Sentiment Research Reveals Strong Interest in the Island of Ireland as a High-Value, Food-Focused Escape

Dublin, Ireland (Tourism Reporter) — Tourism Ireland has released fresh insights into global traveler perceptions of the island of Ireland, confirming that interest in visiting remains robust across key overseas markets even as cost-of-living pressures and competitive alternatives continue to shape holiday decisions. The Overseas Sentiment Research — conducted in November and December 2025 by research partner RED C among more than 8,000 potential holidaymakers in eight priority markets (Great Britain, United States, Germany, France, Spain, Italy, Canada, and the Netherlands) — was published on February 17, 2026, and shared during a virtual industry briefing attended by hundreds of tourism operators from the island of Ireland and overseas.

The study, the latest in Tourism Ireland’s ongoing programme of consumer sentiment tracking, provides a timely pulse on motivations, barriers, and evolving preferences among international visitors. It arrives at a critical juncture: overseas tourism delivered over €6 billion to the island of Ireland in 2025, and the organisation is targeting growth toward more than €10 billion annually by 2031 through market diversification, targeted campaigns, and close collaboration with air and sea carriers, overseas tour operators, and local industry partners.

Alice Mansergh, Chief Executive of Tourism Ireland, commented:

“Our latest Overseas Sentiment Research, undertaken with RED C in November and December in eight key overseas markets, offers valuable insights into the key motivators for overseas holidaymakers. It’s encouraging to see that interest in visiting the island of Ireland remains high, with exploration and the desire to disconnect continuing to be powerful drivers of destination choice. Our beautiful landscapes remain our strongest asset, particularly among visitors from Mainland Europe, while food presents real opportunities for the future as we tell the story of the culinary experiences on offer here as part of a memorable, magical trip.”

High Interest and Stable Intent

The research shows that more than 70% of respondents across the surveyed markets express interest in visiting the island of Ireland at some point. While active planning and intention to travel in the next two years remain stable (rather than accelerating sharply), this sustained level of interest is viewed as a solid foundation in a competitive global marketplace. The findings suggest that while the post-pandemic bounce in pent-up demand has moderated, the island of Ireland retains a strong emotional pull — particularly for those seeking authentic, nature-rich, and restorative holidays.

Exploration emerges as the dominant holiday need for 79% of respondents, making it the top motivator overall. The second most influential factor is the ability to disconnect (67%), reflecting a broader consumer shift toward slower, more mindful travel experiences that allow people to step away from daily routines and digital overload. These twin drivers — discovery and respite — align closely with the island of Ireland’s core strengths: rugged coastlines, ancient sites, literary heritage, and unhurried rural charm.

Value for Money: Competitive but Room to Grow

Value perception remains a key consideration, especially amid economic pressures in many source markets. Approximately half of potential visitors believe they will find good value on the island of Ireland — a position that is in line with or ahead of comparable Northern European destinations such as England, Norway, and Switzerland, but behind some Southern European competitors (Spain, Italy, Portugal). Notably, perceptions of value are significantly stronger among those who have already visited, highlighting the power of direct experience in overcoming pre-trip cost concerns.

Mansergh noted:

“We know that value for money remains a consideration for many travellers, particularly in a competitive international marketplace. However, perceptions of value are stronger among those who have already visited, reinforcing the importance of showcasing the quality of the experience on offer. Tourism Ireland will use these insights to sharpen and refine our marketing activity across our priority markets, working closely with air and sea carriers, overseas tour operators and local industry, to set us apart and convert intent into travel.”

Beautiful Landscapes Remain the Star Attraction

Beautiful landscapes continue to be the single most powerful reason potential visitors consider the island of Ireland, with particularly strong motivation among mainland European respondents (Germany, France, and the Netherlands). This enduring appeal — dramatic coastlines, rolling green hills, ancient castles, and scenic drives — positions the destination as a standout choice for nature lovers and those seeking scenic, immersive holidays.

Food and Drink: A Growing Opportunity

Food emerges as a major factor in destination choice for 70% of potential overseas visitors. Expectations are high: more than 70% overall consider food on the island of Ireland will be good, with the strongest sentiment from the US (90%) and Great Britain (83%). Mediterranean markets show lower expectations (closer to 60%), presenting a clear opportunity to elevate perceptions of Ireland’s modern culinary scene.

Respondents most commonly associate the island of Ireland with farm-to-fork dining, pub food, and home-cooked traditional fare. There is scope to strengthen awareness of seafood, contemporary fine dining, and the diversity of culinary experiences — from Michelin-starred restaurants to artisan producers and food festivals. The research underscores food’s role in creating memorable trips and driving repeat visits.

Information Sources and Emerging Influences

Word of mouth remains influential, but digital channels are gaining ground: online search (37%), social media (23%), and TV/film (23%) are key sources of inspiration. A notable finding is the growing role of artificial intelligence in trip research — one-third of potential overseas visitors have experimented with AI tools, and 11% now use them regularly. This trend signals the need for tourism businesses to adapt content and marketing for AI-driven discovery.

Accommodation preferences vary by trip type: hotels lead overall, but B&Bs, guesthouses, and rental properties are particularly important for countryside breaks and longer holidays, reflecting demand for authentic, local immersion.

Strategic Implications and Next Steps

The research provides actionable intelligence for Tourism Ireland and the wider industry. While interest and intent remain high, converting that interest into bookings will require sharper messaging around value, culinary storytelling, and seamless digital experiences. The organisation plans to refine its marketing in priority markets, leveraging partnerships with carriers, tour operators, and local businesses to highlight Ireland’s unique blend of landscape, heritage, and modern hospitality.

Mansergh concluded:

“Tourism Ireland will use these insights to sharpen and refine our marketing activity across our priority markets, working closely with air and sea carriers, overseas tour operators and local industry, to set us apart and convert intent into travel.”

The findings arrive as Ireland builds on a strong 2025 performance, with overseas visitor spend contributing significantly to the economy. With global travel confidence returning and consumers prioritising exploration, disconnection, and authentic experiences, the island of Ireland is well-positioned to capture a larger share of the high-value, experience-led market in the years ahead.

Tourism Ireland’s Overseas Sentiment Research offers a clear roadmap: lean into landscapes, elevate food storytelling, reinforce value perceptions through visitor advocacy, and embrace digital tools — including AI — to stay ahead in a competitive landscape. As the sector prepares for 2026 and beyond, these insights will help shape campaigns that turn high interest into high-impact travel.