Slow travel, longer stays and ‘set-jetting’: Tourism Ireland gears up for bumper 2024
2 min read
Tourism Ireland is confident of a strong 2024 having seen this year’s tourism numbers beat those of 2019, the last year before Covid closed down global leisure travel.
Alice Mansergh, the new chief executive designate who took on the role in September, reveals new data – provided by global data company STR – shows hotel occupancy figures at 79% from January to August 2023 in the Republic of Ireland, which is 1% more than in the same period in 2019. Northern Ireland’s growth was even better over the same timescale at 3%, having recorded a hotel occupancy rate of 75%.
This feel-good factor is also apparent across Ireland’s other tourism businesses, with Failte Ireland’s latest Tourism Barometer showing 62% businesses say their overseas earnings are up compared with 2022.
The immediate future is also looking strong; aviation analyst OAG report salmost 2.2 million seats have been filed by airlines for December 2023 to Ireland, which is 109% of December 2019 capacity.
“To put this in perspective, our nearest competitors – Great Britain and Scotland – are filed at 99% and 96% respectively, so we are excelling in the restoration of direct air access,” says Mansergh in what is her first trade press interview as chief executive designate.
Outdoor experiences
Much of the growth is being driven by the continuing trend for wellness travel, with Ireland’s abundant countryside providing the perfect opportunity for travellers to get out and enjoy nature through activities including kayaking, cycling, hiking, foraging and visiting dark-sky reserves.
“Set-jetting”, where tourists visit locations made famous by films and television, remains popular too, with Inishmore and Achill Island most recently reporting a tourism boost having provided the backdrop for Brendan Gleeson and Colin Farrell film The Banshees of Inisherin.
Mansergh is also predicting growth in slow travel for 2024, something Tourism Ireland is keen to develop by highlighting iconic destinations outside of Dublin and Belfast, from the best-known spots to hidden gems, next year. “We will encourage holidaymakers to embrace slow travel, staying longer and venturing beyond the big cities,” Mansergh continues.
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