Overseas Markets

Great Britain

Great Britain continues to be our biggest market. The island of Ireland welcomed around 4.7 million visitors from Great Britain in 2019 representing a 42% market share of all overseas visitors and generating revenue of €1.4/£1.2 billion.

North America

North America is a highly important market for tourism to the island of Ireland and is our largest market for holiday revenue. In 2019, we welcomed over 2 million North American visitors delivering revenue of around €1.79 billion for the economy



Tourism Ireland has a wide range of promotional opportunities in mainland Europe. In 2019, Mainland Europe visitor numbers to Ireland are estimated at 3.7 million, and when in Ireland, our European visitors spent approx €1.9 bn, generating 30 million or 43% of Ireland’s total overseas bednights. We concentrate our efforts on the following markets:

The Nordics
BeNe: The Netherlands & Belgium


Global Inbound

These operators provide a vital distribution channel worldwide operating in Tourism Ireland's key source market plus the new and emerging markets.

Emerging Markets

Tourism Ireland actively promotes the island of Ireland in China, India, UAE and Qatar. Emerging Markets are building momentum and delivering record-breaking growth.

Middle East / GCC


Australia & New Zealand

Australia and New Zealand has seen a consistently high level of tourists to Ireland in recent years, with potential for strong growth in the future. The arrivals figures remained relatively stable in 2019, with over 250,000 people visiting the island of Ireland, following a very strong performance in 2018.