Tourism Ireland adapts to changing North American travel demand in 2026

Tourism Ireland has experienced a 5% increase in visitors from North America in 2026, with spending up by 10%, according to Skift reporting from the Transatlantic Summit.

However, recent months show softer demand as travelers face higher costs and economic uncertainty, leading them to seek more flexible and refundable booking options.

To address these challenges, Tourism Ireland is focusing on marketing strategies that emphasize authentic local experiences, culture, and heritage through its new "Ireland Goes Beyond" campaign, aiming to keep Ireland high on travelers’ wish lists.

Maintaining air connectivity is also a key concern, as rising jet fuel costs and reduced European travel to the U.S. have airlines scrutinizing the profitability of transatlantic routes.

Tourism Ireland collaborates with airlines to promote strategic routes and stimulate inbound demand, with the goal to "fill the planes to keep the planes," as stated by CEO Alice Mansergh.