I cannot recall previously writing about a national tourism policy as “news”. However, the new Government of Ireland Tourism Policy Framework 2025-2030 takes a remarkably holistic view of tourism and how it needs to be managed. Catherine Martin, the Minister for Tourism, Culture, Arts, Gaeltacht, Sport and Media, in her Minister’s Statement, reminds us of the dural role of tourism: “It is both an essential economic sector and a means by which Ireland tells stories of itself to the world and builds deep and lasting connections with friends around the globe.” Tourism is economically and politically important.
Ireland is not without economic difficulties; there is, as in much of Europe, a housing crisis and it continues, again like much of Europe, to carry a large debt burden as a consequence of the financial crash in 2008 when it bailed out the banks and Covid. Ireland ranks second in the European Union in terms of GDP per capita with €79,300, well above the EU average (€37,600). It accounts for 3% of the EU’s total GDP.
The Minister reminds those reading the policy that “Ireland’s tourism product has strong roots in our natural heritage and environment, it is essential that these aspects are protected for future generations.” Unusually, the policy focuses first on Ireland’s environment: “Many aspects of environmental quality are foundational for tourism satisfaction and tourism communities. … a destination should offer clean air, clean water and litter-free surroundings.” The policy addresses climate change and its consequences for tourism, biodiversity, resources and waste.
The policy addresses the social importance of tourism, recognising that it is “… critical to ensure that people can live and work in areas that often have limited job opportunities. “ In Ireland, tourism features prominently in the country’s National Planning Framework, where it is mentioned 56 times and prominently in relation to Northern Ireland.
Ireland’s National Tourism Policy was developed with key departments and agencies across the government to “ensure consistency”. A “Tourism Leadership Group” is being established “to oversee implementation and report on progress comprising representatives from Government, tourism agencies, industry bodies, local authorities, strategic partners and may include additional expertise in sustainability and climate action.” Ireland’s policy has been developed based on a whole of government approach that is sadly lacking in many national tourism policies.
In defining what success would like in 2030 – just five years from now – the policy identifies three sets of targets, three ‘P’s: Planet, where there is specific reference to “embedding circularity, recycling and waste prevention; Prosperity, and People “Ireland’s famous welcome will be maintained through communities who do not feel overburdened by visitors. “
The plan is for” meaningful employment”, “year-round, quality jobs” in “all areas of the country; employment growth will be supported in the less-developed tourism regions.” The policy also recognises the importance of establishing “an evidence base for authentic branding of the sector, with the provisions of the Green Claims Directive, a key consideration.”
In the section on Destination Marketing, marketing efforts will be focused “on those regions and market segments that have the strongest prospects of revenue growth for the lowest carbon footprint.” There is a section on “Respecting Host Communities“ which addresses overtourism: “the possibility of ‘over-tourism’ must be considered. ‘Over-tourism’ can cause heavy demand on accommodation and services in certain areas, resulting in environmental and social pressures while also potentially impacting on holidaymakers’ experiences.”
Hopefully, others will follow this example of policy-making; the test, of course, will be in implementation.
