Cathal Crowe (Clare, Fianna Fail)
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42. To ask the Minister for Enterprise, Trade and Employment if he will introduce any policy initiatives to reduce the level of 'daytrip' coach tourism from Dublin to the west of Ireland, so that it can be replaced with slower forms of tourism that include overnighting and longer stays in the west of Ireland; and if he will make a statement on the matter. [32782/25]

Peter Burke (Longford-Westmeath, Fine Gael)
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As the Deputy may be aware, Fáilte Ireland launched four distinct Regional Tourism Development Strategies for 2023 – 2027, covering the Wild Atlantic Way, Ireland’s Ancient East, Ireland’s Hidden Heartlands, and Dublin. These strategies aim to navigate current challenges and steer towards sustainable recovery and continued success. They focus on unlocking the commercial potential of each region while ensuring tourism development is sustainable and regenerative, benefiting local communities and nature.

These strategies are supported by detailed Destination and Experience Development Plans (DEDPS), which are 5-year sustainable tourism development plans created in partnership with local industry, communities, and stakeholders. The plans prioritize tourism development projects to enhance visitor offerings, achieve season extension, improve dwell time, and disperse visitors across destinations. Currently, there are 20 DEDPs live across the country, with a further 11 at various stages of development.

As well as Fáilte Irelands continued support of tourism development, Tourism Ireland, the organisation tasked with promoting the island of Ireland as a world-class holiday destination, is intensifying its efforts to drive international demand through a comprehensive programme of high-impact global marketing. From dynamic advertising and innovative digital campaigns to engaging travel documentaries, every initiative is designed to showcase the very best of Ireland to the world.

In June 2025, Tourism Ireland unveiled its latest flagship campaign,” Ireland Unrushed”. This major global initiative invites visitors to experience the island at a gentler pace, encouraging deeper connections with our landscapes, culture, and communities—not only during the summer months but well into the future. The “Ireland Unrushed” campaign is being rolled out across key international markets, including Great Britain, the United States, Canada, Germany, France, Spain, Italy, and the Netherlands, as well as in other strategically important tourism markets. With a reach of 70 million people worldwide, it underscores Ireland’s appeal as a destination where visitors can slow down, savour their surroundings, and truly unwind. At the heart of the campaign are curated trip ideas that promote sustainable travel, longer dwell times, and meaningful engagement with local communities. Designed to be enjoyed by rail, bus, or in partnership with tour operators, these itineraries are crafted to generate overnight stays across the regions. The west of Ireland features prominently, with a focus on immersive experiences that celebrate its natural beauty and warm hospitality—encouraging visitors to explore more, stay longer, and return often.

It has been a long standing policy objective to ensure that all regions of Ireland benefit from tourism growth. The Programme for Government also sets out a clear commitment to growing Ireland's tourism industry. Through support for Tourism Ireland and Fáilte Ireland, we want to showcase Ireland as a high-quality and accessible destination for both national and international visitors. In addition, Government will work with Fáilte Ireland to develop a balanced regional spread of tourism throughout the country, promoting and advancing the Hidden Heartlands, Ireland’s Ancient East, the Wild Atlantic Way and Dublin.

In this regard I have asked my officials to prioritise the finalisation of a new Tourism Policy which reflects the Programme for Government and other Government priorities. This new Policy Statement is likely to include objectives promoting year round tourism and regionality and, in particular, will seek to increase the length of stay of tourists in regional locations. Increased dwell time results in the delivery of more bed nights thus ensuring local communities can optimise the economic and social benefits of tourism.