Tourism Ireland Study Highlights Growing Use Of Ai And Online Platforms In Holiday Planning While Ireland Remains A Competitive Choice

Published on September 2, 2025

Tourism Ireland has announced results from their latest study regarding world travelers and their views concerning Ireland arsenic a vacation promotion destination arsenic portion of their latest user investigation programme. The results of this study were shared during a virtual position focusing connected world tourism and recreation professionals from Ireland and abroad.

The research, conducted successful business pinch RED C, surveyed complete 8,000 prospective holidaymakers crossed 8 privilege markets: Great Britain, nan United States, Germany, France, Spain, Italy, Canada, and, for nan first time, nan Netherlands. The study provides captious information that enables Tourism Ireland to refine its world trading strategies and heighten nan worth of inbound tourism for location economies and communities crossed nan island.

One of nan cardinal discoveries is that a mostly of world holidaymakers proceed to see overseas recreation a worthwhile expenditure, pinch 65% affirming that holidays stay a valuable investment. Yet, economical pressures are influencing recreation behaviour, arsenic 41% of respondents indicated that nan rising costs of surviving affects their recreation wave and spending, while astir a 4th are delaying bookings owed to economical uncertainty.

The investigation identifies exploration arsenic nan superior motivator for world travellers, pinch nan expertise to disconnect from regular routines emerging arsenic nan 2nd astir influential facet successful destination selection. Although sun-drenched destinations specified arsenic Spain, Italy, and France proceed to pull important consideration, 35% of world respondents are reassessing their choices owed to utmost upwind conditions. This trend, often referred to arsenic “coolcation,” positions Ireland competitively among Northern European vacation options.

Value for money remains a captious information successful destination selection. The cognition of whether a vacation offers some adjacent pricing and value experiences powerfully shapes user decisions. Americans show nan astir affirmative perception, pinch 71% viewing Ireland arsenic either “good value” aliases “premium and worthy it.” This compares to 62% of respondents from Germany and France and 53% from Great Britain, highlighting that perceived competitiveness plays a important domiciled successful markets person to home.

Visitors study that Ireland’s landscape, taste heritage, awesome attractions, and consciousness of curiosity powerfully power their determination to visit. Accessibility besides factors heavy successful destination choice. Ease of recreation to Ireland is astir positively rated by respondents from nan United States (71%), Great Britain (80%), and Spain (67%), whereas Germany and nan Netherlands study little levels of perceived ease, astatine 48%.

Once successful Ireland, a important proportionality of visitors, 62%, are unfastened to utilizing nationalist carrier to research destinations, demonstrating an liking successful sustainable and convenient recreation options. The study besides highlights really travellers stitchery inspiration and behaviour research, pinch recommendations, online searches, television, film, and societal media cited arsenic superior sources. Notably, nan usage of generative AI arsenic a investigation instrumentality has doubled successful six months, pinch 9% of travellers regularly employing AI to scheme holidays.

Visual contented continues to wield beardown power complete destination appeal. Prior visitors to Ireland and Northern Ireland rank nan islands among nan apical 3 world destinations wherever photographs are astir often shared connected Instagram, alongside Iceland. This underlines nan ongoing powerfulness of imagery successful shaping perceptions and inspiring early travel.

As acold arsenic conceptual pillars go, these findings will guideline Tourism Ireland promotional efforts good into nan future. Appealing to user priorities, and nan economics of nan recreation dominated spending, and factors for illustration readying holidays pinch nan ambiance successful mind, Tourism Ireland will still beryllium capable to marketplace nan land arsenic a competitory and charismatic world tourer destination. The accusation gained serves to item nan request of bespoke trading approaches designed to meet to world traveller standards. Ireland arsenic a full will proceed to turn and create nan assemblage sustainably.