Tourism Ireland Navigates 2026 Travel Market with AI and Air Routes

At the Skift Transatlantic Summit, Tourism Ireland Chief Executive Alice Mansergh outlined how the island nation is navigating current headwinds by investing in connectivity marketing, market diversification, AI-driven discovery, and authentic local experiences designed to keep Ireland prominent on traveler wish lists.

North America remains one of Ireland's most valuable visitor markets, though the outlook grows more complex. Mansergh highlighted continued growth alongside softening demand as travelers confront elevated costs and broader economic uncertainty.

During 2026, Ireland has welcomed 5% more visitors from North America, accompanied by a 10% increase in spending. However, Mansergh noted that recent months have softened as travelers scrutinize finances and increasingly prioritize flexible or refundable bookings.

"For all of us, it becomes really important to be at the top of the travel wishlist."

Alice Mansergh

That challenge directly informs Tourism Ireland's marketing approach. Its new campaign, "Ireland Goes Beyond," emphasizes the scenery, culture, heritage, and local experiences that make Ireland worth choosing even as consumers become more selective about their spending destinations.

Stock photo for illustration only, not from the actual event

Stock photo for illustration only, not from the actual event

Beyond traditional channels, Tourism Ireland is adapting to shifting discovery habits. Research indicates that the volume of individuals identifying AI as their primary source of travel inspiration has doubled over the past year. The organization responds by optimizing digital content for generative AI platforms, with information provided by Tourism Ireland now contributing to 19% of destination queries across tools including ChatGPT, Claude, and Gemini.