Mayo Minister says 'New Era for Tourism' policy document to benefit Mayo

The Government’s new National Tourism Policy Statement was launched this week, outlining an ambitious vision to increase tourism revenue and visitor numbers, support tourism SMEs, ensure balanced regional investment, and promote long term career pathways in the sector.

Minister of State at the Department of Enterprise, Alan Dillon, TD, has welcomed the launch by his colleague Minister Peter Burke TD, which sets out 71 policy objectives to guide the sector’s growth, competitiveness and resilience over the next six years.

With responsibility for tourism now moved into the Enterprise brief, Minister Dillon said the new structure brings fresh opportunities for innovation, regional development, and stronger support for tourism SMEs.

Speaking at the launch, Minister Dillon said: “This marks a new era for Irish tourism. With tourism now part of the Enterprise portfolio, I am working closely with Minister Burke to bring greater strategic focus to supporting tourism businesses, driving regional growth, and strengthening the sustainability and competitiveness of this vital sector. I am proud to support Minister Burke in launching this ambitious new tourism policy in Mullingar.”

“Tourism is one of Mayo’s greatest assets, and this new national policy ensures our region will be front and centre in Ireland’s tourism future. With ambitious targets for regional growth, sustainability, and innovation, this strategy will deliver real benefits for Mayo and the wider West of Ireland, supporting jobs, businesses, and communities.”

Key Benefits for Mayo and the West of Ireland include:

Regional Development: The policy prioritises less mature destinations, including the northern Wild Atlantic Way, ensuring Mayo and the West benefit from a minimum 7% annual increase in visitor numbers.

Economic Growth: Overseas tourism revenue is targeted to reach €9 billion by 2031, with domestic tourism rising to €5.8 billion, driving increased spending across Mayo’s hotels, restaurants, activity providers and attractions.

Employment Opportunities: Tourism-related employment nationally will grow to at least 250,000 jobs by 2031, with strong potential for growth in hospitality, transport, cultural services and outdoor activities in Mayo.

Year-Round Tourism: A strong emphasis on off-peak growth (October–May) will help build a more balanced, sustainable tourism economy in Mayo, reducing reliance on the summer season and supporting year-round jobs.

Sustainability: Tourism-related emissions will be reduced by 45% by 2030, aligning with national climate goals and strengthening Mayo’s position as a leader in green and nature-based tourism.

Digital Innovation: By 2031, 90% of tourism SMEs will adopt advanced digital tools, with 25% using AI-driven systems, positioning Mayo’s businesses to compete globally while remaining locally rooted.

Culinary Tourism: A new Culinary Tourism Strategy will elevate Mayo’s rich food heritage such as Achill lamb, Clew Bay seafood, artisan producers helping to strengthen the county’s identity as a premier food destination.

Community Benefits: Increased investment in greenways, blueways, festivals and heritage initiatives will enhance local quality of life while attracting visitors to Mayo’s towns and villages.

Minister Dillon continued: “This new National Tourism Policy is a game-changer for Mayo and the West. By prioritising less mature destinations such as the northern stretch of the Wild Atlantic Way, we are ensuring that our region will see a minimum 7% annual increase in visitor numbers. That means more people discovering Achill, Belmullet, Ballina and Westport, and more opportunities for communities to showcase their heritage, culture and hospitality.”

“Tourism is the lifeblood of many small businesses in Mayo, from family-run B&Bs and cafés to adventure providers and artisan food producers. This policy places SMEs at the heart of Ireland’s tourism future, with commitments to digital transformation, access to finance, and sustainability. By 2031, most tourism SMEs will be using advanced digital tools, with a quarter adopting AI. This presents a huge opportunity for Mayo’s entrepreneurs.”

“The Wild Atlantic Way has already transformed tourism in the West, but this policy ensures its northern stretch, including Mayo’s coastline, receives renewed investment and promotion. This will help build a year-round tourism economy, boosting jobs and reducing seasonality.”

“Tourism is not just about numbers, it’s about people and communities. This policy will help grow national tourism employment to 250,000 jobs by 2031, while protecting our natural environment, the very asset that draws visitors to the Wild Atlantic Way, through a 45% reduction in tourism-related emissions.”

“I particularly welcome the strong focus on culinary tourism. Mayo’s renowned food heritage, from Clew Bay oysters to Achill lamb, deserves to be showcased nationally and internationally. This policy will help our farmers, fishers and artisan producers grow while offering visitors an authentic taste of Mayo.”

Concluding, Minister Dillon said: “This is about unlocking Mayo’s full potential. Tourism supports our local economy, sustains our communities, and strengthens our identity. With this new policy, we are ensuring that Mayo and the West of Ireland are not just part of Ireland’s tourism story, they are leading it.”

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