Fáilte Ireland Invests €14.5M in Sustainable Tourism for 2025 | Image Source: Images.ireland.com
DUBIN, Ireland, 10 February 2025 - Fáilte Ireland announced a new initiative, committing €14.5 million to raise the tourism sector in Ireland through sustainability projects. The National Tourism Development Authority unveiled its investment plan for 2025 during an industry presentation involving more than 2,000 tourism operators, suppliers and employers. The strategy aims to improve visitor experiences, develop regional tourism and strengthen Ireland’s reputation as a sustainable travel destination.
Why is sustainable tourism a priority for Ireland?
As the Irish economy relies heavily on tourism, the sustainability approach is crucial. According to Fáilte Ireland, the aim is not only to attract more visitors, but to do so so as to benefit local communities and preserve the natural beauty of the country. Minister of Tourism Peter Burke TD stressed the importance of this investment by stating:
“Tourism is vital for the Irish economy, especially in rural areas. These investments will improve our tourism infrastructure, create sustainable jobs and ensure a balanced regional distribution of visitors
By giving priority to ecotourism, the initiative is aligned with global trends in travel destinations that offer real experiences while maintaining environmental responsibility.
Major investments and initiatives
Fáilte Ireland’s strategy in 2025 focuses on several important areas, including sustainability, business tourism and cultural festivals. The main components of the plan are:
- Sustainable tourism development: Encouraging year-round travel while boosting regional tourism.
- Festival and events funding: An additional €600K will be allocated to Halloween events, alongside continued investment in New Year’s Festival and St. Patrick’s Festival.
- Business tourism expansion: Targeting €270M in new international conference and corporate event leads.
- Tourism product development: Upgrades to iconic sites like Dublin Castle’s Records Tower, Dún Aonghasa in Galway, and Carrowmore in Sligo.
- EU Just Transition funding: Securing €68 million for regenerative tourism projects across eight Midlands counties.
How will businesses benefit from this?
Fáilte Ireland has launched business support programs to help industry overcome challenges such as rising costs. These programmes focus on:
- Climate action: Helping businesses cut energy expenses and reduce carbon footprints.
- Commercial resilience: Providing cost-management clinics to improve profitability.
- Digitization: Enhancing online visibility and operational efficiency for tourism enterprises.
- Workforce development: Supporting training programs to attract and retain talent in the sector.
These strategic initiatives reflect the long-term commitment to make Ireland a more resilient and competitive destination for global tourism.
How is Ireland compared to other sustainable destinations?
All over the world, destinations adopt more ecological tourism models, but Ireland is located only because of its cultural heritage and natural landscapes. Alice Mansergh, CEO of Tourism Ireland, highlighted Ireland’s efforts to balance economic growth with environmental sustainability:
“We are a small country known to be green and greener, from an environmental point of view.”
Several initiatives show progress in Ireland’s sustainability:
- Eco-friendly transportation: Boat rentals on the River Shannon have shifted from fossil fuels to hydrotreated vegetable oil (HVO), reducing carbon emissions by 92%.
- Greenways and cycling routes: Converted railways now serve as eco-friendly travel paths, promoting slow tourism.
- Bogland restoration: Former peat extraction sites are being rehabilitated into nature reserves and low-impact tourism zones.
Addressing ecological washing concerns
While there is an increasing number of sustainable development initiatives, concerns about “green washing” – false or exaggerated environmental claims – remain a challenge. To remedy this, Fáilte Ireland is working with Tourism Ireland and Tourism Northern Ireland to develop a government-funded certification program. This will ensure transparency and credibility, ensuring that companies meet true sustainability standards.
What are you doing? Does this mean for the Irish tourism industry in 2025?
Fáilte Ireland’s research indicates a positive outlook for the sector, with 39% of tourism companies expecting more visitors and 42% expecting stable volumes. However, cost pressures, including energy and wage costs, remain major concerns.
By combining infrastructure investment, sustainability and business support, Ireland aims to attract high-value visitors who stay longer and contribute more to the local economy. The continuation of marketing campaigns, such as the “Continue to Discover” initiative, will enhance Ireland’s interest as a more important travel destination.
With its commitment to environmental responsibility and economic growth, Ireland sets a new standard for sustainable tourism, a standard that other destinations will soon be able to follow.
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