Tourism Ireland has blamed rising travel costs and constrained air access for what it has deemed “a softer start this year versus last year” in inbound visitor numbers.
Latest CSO figures show that 339,000 overseas visitors came to Ireland in January 2025, generating an estimated €214m in revenue in the first month of the year.
The spend figure was down 28%, year-on-year, while number of nights stayed fell 26% and overall visitor numbers were down 28%. More than half of visitors, in January, were coming to Ireland to meet family and/or friends.
Responding to the figures, Tourism Ireland said: “Looking at the trend compared to 2024…we see a softer start this year versus last year. Influencing factors include cost for consumers as well as air access, in an uncertain macroeconomic environment.
“The Dublin Airport passenger cap is in place for the winter season. The application of the cap has reduced air access to the island of Ireland from key inbound visitor markets, such as Great Britain and the United States.
“Reduced capacity can also put upward pressure on pricing. Cost remains a consideration for overseas consumers planning trips to Ireland. In Tourism Ireland’s studies overseas, at this point, 50% of potential audiences envisage Ireland would be good value for a trip.
“Value perceptions are most challenged in Great Britain and across Mainland European markets. In an environment of macroeconomic uncertainty, it is likely that consumers are carefully weighing their travel choices.”
Tourism Ireland said online search data also indicates a dip in demand globally for flights to Western and Northern Europe at the beginning of 2025, with Ireland reflecting that wider trend.
It added: “Looking ahead, the Dublin Airport passenger cap is on hold for the summer season, which will see an increase in air seat capacity from our important long-haul markets, including North America. Support for reviewing the cap for the long term is referenced in the Programme for Government and will be vital for tourism.
“Tourism Ireland is focused on driving demand through its extensive global marketing campaigns for the rest of the year – from high-impact advertising and digital promotions to compelling travel documentaries. The organisation actively showcases compelling reasons to visit Ireland, anchored in data as to what is most compelling for today’s visitors. Tourism Ireland continues to work closely with air and sea partners, as well our overseas travel trade partners, to support access and drive bookings, ensuring that the island of Ireland can compete as a ‘must-visit’ destination.
“Next month, Tourism Ireland will be supporting a heightened tourism profile for Ireland around St Patrick’s Day. The organisation’s promotional programme will span Great Britain, North America, Mainland Europe and Australia. Coverage about the island of Ireland across the global airwaves, in newspapers and digital media, will be an invaluable boost for bookings coming into the summer season.”
