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EnglishWhat tourism research and insights are available on failteireland.ie?
Updated
Fáilte Ireland publishes three main types of research and insights on failteireland.ie: economic analysis, visitor insights, and tourism data reports. These resources are designed to help tourism businesses benchmark performance, plan for upcoming seasons, and make evidence-based decisions about pricing, experiences, and marketing. The research section is accessible from the main support hub under "Research & insights."
Types of research available
The research and insights section is organised into two broad categories:
Economic analysis
These reports cover tourism performance data, economic trends, and business opportunities. They are useful for understanding how the sector is performing at a national level and for benchmarking your own business against broader trends.
Examples available on the site include:
- Business of Tourism Report 2026 — explores key tourism data, trends, and business opportunities from 2025 performance. Listed as a 5-minute read, dated July 2026.
- Irish Tourism Quarterly Economic Update (March 2026) — provides quarterly data to help businesses benchmark against 2025 tourism figures and plan for 2026. Listed as a 4-minute read.
Visitor insights
These reports focus on visitor behaviour, preferences, and emerging segments. They are useful for shaping experiences, content, and offers.
Examples include:
- Summer travel in 2025: what visitor choices mean for your business — covers summer travel insights to help plan value propositions, experiences, and off-peak demand. Listed as a 22-minute read, dated November 2025.
- Decoding Gen Z on the Move — provides insights on Gen Z travellers to help shape experiences, content, and offers. Listed as a 5-minute read, dated September 2025.
How to use these insights for business decisions
Each report type supports a different planning need:
| Research type | What it helps you do | Example use |
|---|---|---|
| Economic analysis | Benchmark your performance against national and quarterly data | Compare your 2025 revenue trends with the Business of Tourism Report 2026 |
| Visitor insights | Understand what visitors value and how to target them | Use summer travel insights to adjust pricing or create off-peak offers |
| Segment insights (e.g. Gen Z) | Tailor experiences and marketing to specific visitor groups | Shape content and offers based on Gen Z travel behaviour |
Where to find the research
The research and insights are listed on failteireland.ie under the "Research & insights" heading within the business support section. Each report is presented with a title, a short description, an estimated reading time, and a publication date. You can browse them directly without needing to filter by sector or goal, though the broader support hub also allows you to search by support type, sector, or goal if you want to combine research with funding, training, or toolkits.
Practical considerations
- The reports are written for tourism businesses operating in Ireland. If your business is outside Ireland, the data may still offer useful context but won't directly reflect your market.
- Reading times range from 4 to 22 minutes, so you can prioritise shorter updates for quick benchmarking and longer reports for deeper planning.
- The site also features case studies (e.g. "How Alive Outside adventure centre transformed its outdoor business with digital") that show how other businesses have applied insights in practice. These can be useful for seeing how data translates into action.