Tourism Ireland took over the UK Parliament’s House of Lords on 11 March for a reception promoting travel to the island of Ireland ahead of St Patrick’s Day. The event, co-sponsored with British MPs and peers, drew senior travel-trade figures and media, kicking off a week-long global marketing blitz spanning Great Britain, mainland Europe, North America and Australia. British visitors remain Ireland’s largest inbound market, delivering an estimated €1.3 billion annually. By using the soft-power aura of St Patrick’s, Tourism Ireland hopes to lock in spring and summer bookings at a time when consumers are increasingly price-sensitive. Over €6 billion in overseas tourism revenue was recorded in 2025, and the agency aims to surpass that in 2026 through targeted campaigns and expanded air capacity. For hoteliers and destination-management companies, the campaign promises increased group travel and MICE enquiries. Travel buyers should watch for promotional fares and packages timed to St Patrick’s week. Mobility professionals relocating staff to Dublin may also face tighter rental and hotel markets as visitor numbers climb.
Source: Tourism Ireland
