Island of Ireland Emerges As High‑Interest, Food‑Forward Escape In New Tourism Ireland Sentiment Research

The Island of Ireland has become an international travel destination which research demonstrates through people showing their desire to visit and their developing interest in its culinary traditions and natural scenery and its relaxed lifestyle. Holidaymakers who evaluated Ireland as a travel destination described the country as a place that enables visitors to relax their bodies while they enjoy quality food from the moment they enter the country.

Strong interest and a hunger for exploration

Tourism Ireland’s latest Overseas Sentiment Research, carried out with RED C in November and December, surveyed more than 8,000 potential holidaymakers across eight key markets: Great Britain, the United States, Germany, France, Spain, Italy, Canada and the Netherlands. Over 70 percent of respondents expressed interest in visiting the island of Ireland at some point, with intention to travel within the next two years and active planning levels described as stable, suggesting solid medium‑term demand.

Exploration emerged as the leading holiday need, cited by 79 percent of those surveyed, underlining the appeal of itineraries that involve touring, discovery and getting under the skin of local culture. The ability to disconnect came through as the second most influential factor in destination choice, with 67 percent saying they look for places where they can switch off from everyday pressures, a space where Ireland’s quiet roads, coastal walks and small towns are seen as a natural fit.

Value for money and the pull of landscapes

Perceptions of value remain central, with around half of potential visitors believing they will find good value for money on the island of Ireland, broadly in line with or ahead of other Northern European destinations such as England, Norway and Switzerland. Some Southern European destinations continue to be regarded as stronger on value, but previous visitors to Ireland were more likely to rate their stay as good value, indicating that the on‑the‑ground experience can exceed expectations and leave people feeling the trip was worth the spend.

Beautiful landscapes remain the single biggest reason people say they consider the island of Ireland for a future holiday, particularly among travellers from Germany, France and the Netherlands. Respondents associated Ireland with dramatic coastlines, rolling green countryside and scenery that lends itself naturally to road trips, hiking and slow touring across both the Republic of Ireland and Northern Ireland.

Where visitors stay and how they get inspired

Hotels continue to attract the highest overall consideration, but the research shows that B&Bs, guesthouses and rental properties play an important role, especially for countryside breaks and longer stays where visitors want a homely base and local contact. This mix suggests that visitors are open to combining city hotels with more intimate rural stays, creating itineraries that move between Dublin or Belfast and smaller coastal or inland communities.

Word of mouth remains influential as travellers choose where to go, but digital channels are now firmly embedded in the inspiration phase. Online search was cited by 37 percent of respondents as a key source, while social media and TV or film were each mentioned by 23 percent, underlining the power of evocative imagery, short‑form video and screen portrayals of the island. Around one third of potential visitors had experimented with AI tools for trip research, and 11 percent reported using them regularly, indicating that AI‑driven planning is becoming a growing influence on destination decisions.​

Food, drink and the chance to tell a richer story

Food is now central to destination choice, with 70 percent of potential overseas visitors naming it as a factor in how they decide where to go on holiday. More than 70 percent expect that food on the island of Ireland will be good, with especially strong expectations in the United States (90 percent) and Great Britain (83 percent), suggesting that many travellers already imagine warming pub dishes, quality local produce and a convivial dining scene.

Expectations are more modest in Mediterranean markets, where confidence in Irish food sits closer to 60 percent, but Tourism Ireland views this as an opportunity to reshape perceptions. The research found that potential visitors most often associate the island with farm‑to‑fork food, pub dishes and home‑cooked traditional fare, while there is room to spotlight seafood and the diversity of contemporary culinary experiences, from coastal shellfish shacks to chef‑driven city restaurants.

Using insights to shape future trips to Ireland

Tourism Ireland’s Chief Executive, Alice Mansergh, said the organisation regarded the findings as confirmation that exploration, the wish to disconnect and the island’s landscapes remain powerful drivers of choice for overseas holidaymakers, and that food offers significant scope for future storytelling as part of a memorable, almost magical trip. She indicated that, although value for money continues to be a concern for many travellers, those who have already visited tend to view the experience more favourably, reinforcing the need to highlight quality and authenticity across the visitor journey.

The organization intends to apply its research findings for optimal marketing improvement across key markets which will involve close collaboration with airlines ferry companies international tour operators and regional business partners to convert customer interest into confirmed travel reservations. The future visitor experience will improve through customized marketing initiatives which deliver authentic food and landscape stories together with straightforward access to itineraries that provide daytime exploration and nighttime Irish hospitality experiences to help them envision their upcoming visits to the island of Ireland.

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