1st April 2026
- New direct route from Dublin to Shanghai announced
- Tourism Ireland staff now in India and the UAE
- Additional resources for USA
- Increased resources in Europe to run year-round promotions
Minister for Enterprise, Tourism and Employment, Peter Burke today (1 April) announced an exciting update on Tourism Ireland’s programme of activity to capitalise on new opportunities for growth, expand markets and continue to attract value-adding visitors to the island of Ireland in 2026.
These new developments come off the back of his new strategy “A New Era for Irish Tourism” launched last December, as well as the Market Diversification Action plan also brought forward by the Minister last year.
New activity for 2026 includes:
- In 2026, Tourism Ireland now has representation in the UAE and India, dedicated to growing business from these markets.
- A new China Eastern Airlines Shanghai to Dublin service has been announced. Through the new Strategic Air Access Fund, Tourism Ireland will maximise the opportunities presented by this, as the first direct service from Shanghai to Dublin, opening up many opportunities to grow tourism from China.
- Tourism Ireland has increased resources for 2026 in Mainland Europe, which will enable the organisation to run year-round promotional campaigns in the key markets of Germany and France.
- Tourism Ireland will also expand its teams in North America, to facilitate greater marketing activity in cities which have new direct air services to Ireland.
Minister Burke said:
“As we advance the Government’s Action Plan on Market Diversification, I am pleased to announce progress we have made in securing new global opportunities through deeper engagement in China, the UAE, and India. China is a significant growth market for Ireland, and we now have a direct Dublin to Shanghai flight for the first time.
"I am also announcing that we will now have people in market in both the UAE and India, where previously we had no representation.
"At the same time, Tourism Ireland’s expanded presence across North America, particularly on the West Coast and in Canada, along with improved air access from the United States, is opening fresh pathways for growth.
"Since my appointment as Minister, it’s been clear to me that we need more boots on the ground in locations where we have good connectivity and direct flights, to ensure we are capitalising on all the opportunities to increase our visitor numbers and support the 46,000 tourism SMEs across the country."
Minister for Transport Darragh O’Brien said:
"I am very pleased with the announcement of the decision of China Eastern to launch a new service connecting Shanghai and Dublin later this year. The Bilateral Air Services Agreement (ASA) between Ireland and the People’s Republic of China has facilitated the introduction of direct connectivity between China and Ireland over recent years and this new service from Shanghai is a very welcome increase in direct connectivity that will benefit trade and tourism between the two countries."
Alice Mansergh, Chief Executive of Tourism Ireland, said:
“At Tourism Ireland, we are proud to play our role in the Government’s Action Plan on Market Diversification, building partnerships and inspiring visitor demand from valued markets, for the year ahead and for the long term. Healthy growth in overseas tourism to the island of Ireland is growth from a range of source markets; the US and Great Britain are fundamentally important for tourism to Ireland and, in addition to our activities there, we’re rolling out a new strategy to win more visitors from Mainland Europe, we’re investing in growth markets like Canada and setting up impactful partnerships for the long term in nascent markets like China and India.
“While the world is uncertain right now, consumers overseas are looking for travel that allows them to explore and disconnect. In 2026, Tourism Ireland will be championing the island of Ireland’s iconic landscapes, culture and history, from festivals and events to culinary tourism, using strategic marketing and partnerships to win visitors.”
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