Longford Westmeath TD Peter Burke says digital will be key to the agency's growth in 2026.
New TV shows about Ireland, teeing up long-term relationships with India and China and marketing campaigns with airlines are just some of the ways Tourism Ireland is aiming to grow visitor numbers.
The agency has launched its marketing strategy for the year, which sets out plans to boost overseas visitor spending to more than 10 billion euro annually by 2031.
It'll undertake a targeted programme of promotional activity across 15 markets in 2026.
Tourism Minister, and Longford Westmeath TD, Peter Burke says there'll be a focus on digital marketing too:
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