Minister Peter Burke supports tourism to Ireland on Tourism Ireland’s West Coast US sales mission

Best of Ireland’ sales mission events will visit Seattle, San Francisco, Newport Beach and San Diego to stimulate growth in 2025.

Minister Peter Burke is leading his first tourism sales mission this week, following the move of tourism into the newly formed Department of Enterprise, Tourism and Employment.  Tourism is a key indigenous industry and regional employer island wide. The Tourism Ireland sales mission is taking place on the West Coast of the United States.

Tourism companies from the island of Ireland, airlines and American tour operators programming Ireland will connect with travel agents based on the West Coast of the US – sharing inspiration on Ireland’s unique offering for US visitors. Hundreds of commercial meetings will take place this week, to drive partnership and tourism growth over the coming years. The ‘Best of Ireland’ sales mission will visit key cities for tourism on the West Coast of the United States, including Seattle, San Francisco, Newport Beach and San Diego.

The importance of tourism from North America to Ireland cannot be overstated. In 2024, visitors from North America to Ireland spent almost €2.2 billion, up +19% on 2023, making it the fastest-growing inbound market area (source: CSO). 27% of all US tourists to Ireland come from the West of the United States. In 2022, Tourism Ireland opened a new office in Ireland House in San Francisco, reflecting the level of opportunity in the West of the United States for tourism to the island of Ireland. Over recent years, direct flights from San Francisco, San Diego and Los Angeles to Ireland have helped open up this high potential market.

Tourism Minister Peter Burke said: “Tourism is and will continue to be an incredibly important industry for the island of Ireland, an industry that sustains our communities and drives development in our regions. Tourism has just recently been added to the portfolio of my Department, underscoring the importance of the sector as a key economic driver and employer. The Irish Government is fully committed to tourism, in terms of both development and marketing.

“I am delighted to be here in the United States on my first official overseas engagement with Tourism Ireland. The United States is one of our top markets and the expansion of Tourism Ireland’s presence on the ground here will ensure we continue to grow business to Ireland over the coming years.

“As we look ahead, the latest round of Tourism Ireland research gives us cause for optimism. The research, carried out here in the US and in seven other important tourism markets, shows that the desire to travel is stronger than ever. It also shows that Ireland continues to be seen as a destination that offers versatility for holidaymakers of all ages – where they can enjoy both indoor and outdoor activities.”

Alice Mansergh, Chief Executive of Tourism Ireland, said: “We are delighted that Minister Burke is joining us in our vital US market this week for our ‘Best of Ireland’ sales mission. The Minister brings his support to strengthen relationships with travel trade partners in North America, at a time when this market is worth approximately €2.2 billion per year to Ireland in incoming visitor spend, growing +19% in 2024 compared to 2023.  Events in Seattle, San Francisco, Newport Beach and San Diego provide a platform for tourism businesses from the island of Ireland to meet with US travel trade partners. Together, we’ll be shining a light on unique experiences and reasons to visit, stimulating stronger commercial connections and driving growth for the years to come.

“Air access is a key part of the picture, with the West Coast of the US benefiting from direct flights from San Francisco, Los Angeles and Seattle. This year, there are direct flights from 21 different US gateways, including new services from Detroit, Indianapolis and Nashville, with thanks to Aer Lingus and airport partners. The United States remains an extremely important market for tourism and we are delighted to strengthen ties with Minister Burke’s valuable industry support this week.”

The next Tourism Ireland ‘Best of Ireland’ sales mission will visit Detroit, Indianapolis, and Nashville (our three newest gateways from the US), as well as Charlotte, in April.

Tourism Ireland undertakes sales missions and other key promotions in all of our key tourism markets overseas. Next week, Tourism Ireland and partners will have a significant presence at ITB Berlin, one of the largest travel trade fairs in the world.

Minister Burke will also undertake a number of engagements with Enterprise Ireland and IDA Ireland in San Francisco this week.