Italy
About the Italian market
In 2025, we welcomed around 224,000 Italian tourists to the island of Ireland, who spent €230/£200 million during their time here. On average, each Italian tourist spent €1,027/£893 per trip and stayed ten nights on the island of Ireland in 2025. Italy is our sixth-largest source of overseas revenue and nights and our seventh-largest source of tourists.
Why you should target the Italian market
Italian holidaymakers are active tourists. They like to explore our historical sites and engage in multiple events and activities while on the island of Ireland. In 2025, the majority (99%) of Italian holidaymakers travelled independently and around one in four (24%) used a car while on the island of Ireland.
Upcoming activity
Please check the Industry Opportunities section of our website on a regular basis, to find out what’s on offer and how you can be involved throughout the year. You can also register for email alerts for the latest information and upcoming opportunities. If you have any questions, please drop us a line – we're here to help.
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