The Fáilte Ireland Business of Tourism Report 2026 records a stable and resilient year for Irish tourism: €11.2 billion in earnings, record employment of 229,400, and overseas spending of €5.7 billion that returned to growth in the second half of 2025. Domestic spending has risen 67 per cent since 2019 against a 32 per cent rise in trips, a shift towards fewer, higher-value trips that places each visit at the centre of customer experience design for Irish hospitality.

The report points to three opportunities for operators building a cx strategy: designing every stage of the trip as one connected journey, treating service quality as the foundation of value perception, and using regional and seasonal patterns to extend length of stay. Together they describe a customer centric strategy for an industry in which visitors are becoming more selective and value-conscious.

Higher spend per trip raises the value of every guest relationship. Domestic spending is up 67 per cent since 2019 while trips are up 32 per cent and nights 13 per cent, so operators earn more from each visit and gain more from getting each one right. Harvard Business Review's experience economy research shows that customers pay a premium for memorable experiences. Operators that design booking, stay, and follow-up as one digital customer experience will turn higher-value trips into repeat visits and customer loyalty.

Fáilte Ireland's stated priority is to raise visitors' value-for-money perception through exceptional service and authentic, tailored experiences. That makes service excellence the most direct route to value perception, and the Reputation for Value supports give Irish operators a practical starting point. Harvard Business Review confirms that emotional connection drives advocacy and return, so personal, locally rooted moments during the stay are an effective way to lift customer satisfaction.

Regional and seasonal patterns offer room to grow. Dublin and the South-West account for 60 per cent of overseas revenue, 42 per cent of overseas arrivals fall between June and September, and 69 per cent of domestic short trips happen outside the summer peak. Length of stay is the key lever in other regions. About 70 per cent of tourism roles are outside Dublin, and the service-profit chain shows that a positive employee experience leads to stronger guest outcomes.

Three steps would allow Irish operators to act. First, map the guest journey from booking to post-stay and restore any step where preferences are lost, creating an omnichannel experience that carries them across every channel and digital experience. Second, use voice of the customer feedback and reviews as customer insights to design signature personal touches. Third, invest in frontline training and recognition, tracking progress against CXi Ireland benchmarking.

The Fáilte Ireland 2026 report gives Irish tourism leaders a confident base to build on. Visitors are choosing fewer, higher-value trips, and operators who deliver customer experience excellence through exceptional, tailored service will earn the satisfaction, advocacy, and repeat visits those trips can generate. The opportunity is practical, immediate, and within reach for hotels, attractions, restaurants, and activity providers across every region.