Fáilte Ireland has launched a new national domestic marketing campaign, Find Yourself on a Short Break, designed to strengthen year-round domestic demand and support sustainable growth across Ireland’s tourism sector.
The campaign was unveiled at an event in MoLI, Museum of Literature Ireland, in Dublin city centre, attended by tourism industry stakeholders.
Domestic tourism is a significant driver of Ireland’s visitor economy, generating €3.6 billion in revenue in 2024. Building on this strong foundation, the new campaign is informed by extensive consumer research which identifies a significant opportunity to drive incremental and sustainable growth in the domestic market.
Research shows that Irish consumers are increasingly seeking shorter, more meaningful breaks at home that offer ease, connection and a welcome pause from daily life. The findings reveal that 66% prefer taking short breaks in Ireland during the off-peak season, pointing to strong potential to build demand beyond the summer months. They also highlight the restorative value of domestic travel, with 87% saying a short break helps them step away from their everyday routine and 81% feeling rejuvenated after taking one.
Find Yourself on a Short Break underscores Ireland’s ability to respond to these evolving consumer expectations by highlighting the depth, diversity and quality of experiences available nationwide, from cultural discovery and city exploration to nature-based escapes and familiar places where people can reset. Its emphasis on motivating those who already take short breaks to take more of them throughout the year supports key national tourism policy objectives by strengthening off-peak activity, enhancing competitiveness and promoting a more even geographic spread of tourism activity, contributing to the long-term resilience and regional vitality of the sector.
Speaking at the launch, the Minister for Tourism Peter Burke TD said: “This new campaign reflects our commitment to delivering a stronger year-round domestic tourism base that is firmly aligned with our new national tourism policy, which I launched last December. It will support the delivery of sustainable growth, stronger year-round domestic demand and a more regionally balanced visitor economy.
“Initiatives such as this campaign will be central to delivering the 7% average annual growth in domestic tourism targeted in A New Era for Irish Tourism policy. Encouraging people to explore Ireland beyond the traditional peak months, and outside of the traditional annual holidays they already take, strengthens local businesses, supports jobs and channels economic benefit into communities in every county.
“By responding to how people are travelling today and what they value from a break, this campaign supports long-term demand and strengthens the role of domestic tourism in our economy.”
Caroline Bocquel, CEO of Fáilte Ireland, said: “Domestic travel played a critical role during COVID-19 as people rediscovered Ireland, and we now see a significant opportunity to continue to build on that momentum. As tourism continues to evolve, Irish consumers are travelling differently. Our research shows they increasingly want breaks that allow them to pause, recharge and step away from the pace of day-to-day life, valuing ease, familiarity and simple, meaningful experiences over big-ticket plans.
“Find Yourself on a Short Break responds directly to this shift. The campaign taps into the restorative value of taking time out and reflects the motivations shaping domestic travel today. By encouraging more meaningful and more frequent short breaks, particularly in the shoulder season, it helps strengthen demand when businesses need it most, extends operating periods, supports regional performance and reinforces the long-term resilience of the sector.”
The campaign will roll out nationwide, and in Northern Ireland, across television and video on demand, national radio, cinema, outdoor sites, and an extensive digital and social media programme of activity. A comprehensive industry toolkit supporting tourism businesses to leverage the campaign will also be presented to over 1,000 members of the tourism industry at a webinar this afternoon.
