A survey carried out by Tourism Ireland and Red C in June asked 8,000 potential holidaymakers across eight tourism markets about their views on Ireland as a travel destination.
Screening answers from respondents from Great Britain, the United States, Germany, France, Spain, Italy, Canada and the Netherlands, Tourism Ireland was able to compile a list of the country’s most compelling features.
“The primary reason they want to come is our iconic landscapes, both coastal and then our greenery and scenery,” Tourism Ireland CEO, Alice Mansergh told RTÉ radio.
She also pointed to Irish “history and heritage” and our “warm and friendly culture” as being major factors influencing people’s decisions to visit Ireland.
Musicians play at Fleadh Cheoil na hÉireannin Wexford town in August
Often viewed as one of our most negative aspects as a tourist destination, Ireland’s cooler and wetter climate proved somewhat attractive to some, as 35pc of respondents claimed they have reconsidered hot-weather destinations owing to recent extremes in weather.
“On the one hand, our more clement climate is stacking up well compared to, say, extreme heat in Europe,” she said.
“For some people, it’s attractive to have that cooler climate. For other people, they’re worried about it being rainy.”
Figures released by Fáilte Ireland in July showed an 18pc decline in tourists from all major overseas markets visiting between January and April of this year versus the same period in 2024.
Tourism operators have also reported that revenue generated by visitors from Great Britain had dropped 52pc compared to last year, while revenues for French holidaymakers dipped by 55pc and Germany by 53pc.
But according to the latest survey, US visitors view the Emerald Isle in the most positive light, with 71pc regarding us as either “good value” or “premium and worth it” compared with 62pc of Germans and 52pc of Britons.
“The perceptions of value for money are significantly better in the US than other markets,” Ms Mansergh said.
“That could be part of what’s playing into the US performing a little bit stronger than some of the mainland European markets for us right now.”
Considerations around the ease of reaching Ireland will need to be made for our counterparts in Germany and the Netherlands, 48pc of whom report finding it difficult to get here. However, 80pc of Britons, 71pc of Americans and 67pc of Spaniards believe Ireland to be easily reachable by air and boat.
Tourism Ireland will have a job on its hands to market Ireland as an affordable place to visit in the midst of a global cost-of-living crisis affecting how people decide to use discretionary spending.
The CSO reports that 3.5 million tourists have visited the country in the year to date, down on overall 2024 numbers and level with 2023.