New report on Tipperary's tourism sector reveals shift in demands from visitors

The Tipperary State of the Season Report for this year, created by Tipperary Tourism, in conjunction with Tipperary County Council, provides a clear picture of how the county’s tourism sector performed from January to September 2025 compared with the same period over last year.

This annual survey offers valuable insights into business performance, visitor behaviour, and emerging trends, helping tourism providers plan confidently for the year ahead.

The findings reflect a season shaped by strong domestic engagement, more variable overseas demand, and evolving booking patterns.

Overall, the 2025 report shows a year of mixed but largely positive outcomes for tourism in Tipperary.
74% of participating businesses reported growth or a stable performance compared with 2024, while 26% experienced a decline.

Accommodation providers recorded results, with 66% reporting increased or steady performance year-on-year. Domestic tourism remained the sector’s strongest driver, with 72% of accommodation businesses matching or exceeding domestic occupancy levels from 2024.

Attractions and activity providers performed even more strongly, with 82% increasing or maintaining visitor numbers, underpinned by exceptional domestic engagement, with 94% reporting growth or stability.

The report also highlights continued changes in visitor behaviour. Shorter stays and later booking patterns are now firmly established, reinforcing the need for flexibility, competitive pricing and value-led packages.

Digital adoption across the sector remains high, with online booking now universal among accommodation providers.

In addition, 38% of tourism businesses report using AI tools regularly or occasionally, while a further 22% plan to introduce AI in the near future. AI is an emerging tool rather than embedded across platforms.

Helen King, Chairwoman of Tipperary Tourism, expressed her gratitude to the industry in Tipperary for taking the time to feed into the State of the Season Survey, as Tipperary Tourism can utilise the findings to tweak its marketing plans for 2026 with a target marketing campaign focusing on short breaks that will increase dwell time in Tipperary.

Mairéad Winters, Tourism Activator with Tipperary County Council, acknowledged that the tourism industry across the country had a challenging year, as highlighted by data from Fáilte Ireland and CSO.

“The data from the State of the Season Survey is reflective to the reality on the ground for the tourism industry in Tipperary, with a steady growth in the domestic market, where it was a mixed performance in the international market, and this is due to external factors.

"In 2026, there will be a focus on stronger engagement with Tipperary Tourism brand collaborating with industry and partners to market Tipperary as a destination that visitors can experience Tipperary over many days, to increase dwell time,” she said.

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At a time when businesses face increasing challenges, membership in Tipperary, Tourism is more important than ever. Being part of this network ensures businesses are represented, promoted, and supported—with access to shared marketing opportunities, inclusion in visitor guides, participation in cooperative promotions, and direct engagement with key tourism networks.

Tourism businesses in Tipperary are encouraged to join this collective effort and work together to grow the sector in 2026.
To become a member of Tipperary Tourism, please email tourism@tipperarycoco.ie and the survey can be found at www.tipperary.com