Tipperary tourism sees strong growth despite shifting visitor patterns in 2025

The tourism sector in Tipperary experienced a largely positive 2025, according to a new report from Tipperary County Council. The “State of the Season Report” compares performance from January to September 2025 with the same period in 2024 and provides insight into business trends across the county.

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Feedback from 67 tourism businesses informs the annual survey, offering a detailed picture of visitor behaviour, sector performance, and emerging trends.

The report also serves as a planning tool for tourism providers preparing for the year ahead. It highlights a season shaped by strong domestic engagement, fluctuating international demand, and shifts in booking patterns.

Overall, results were encouraging. Three-quarters of the surveyed businesses reported either growth or stable performance, while just over a quarter experienced a decline.

Among accommodation providers, two-thirds reported either increased or steady performance compared with the previous year. Domestic tourism remained the sector’s main driver, with 72 percent of accommodation businesses maintaining or surpassing occupancy levels from 2024.

Attractions and activity providers performed even more strongly, with 82 percent seeing visitor numbers rise or remain steady, supported by 94 percent reporting strong or stable domestic engagement.

The report also points to changing visitor habits. Shorter stays and later booking windows are increasingly common, highlighting the need for flexible packages, competitive pricing, and value-oriented offerings.

Digital adoption across the sector is high, with online booking now standard among accommodation providers. AI tools are beginning to play a role in operations, with 38 percent of businesses using them regularly or occasionally, and a further 22 percent planning to adopt AI soon. While still emerging, AI is becoming an important resource for tourism providers.

Helen King, Chairwoman of Tipperary Tourism, thanked local operators for contributing to the survey. She explained that the findings will help shape marketing initiatives for 2026, with a focus on promoting short breaks designed to increase visitor dwell time in the county.

The sector received an additional boost in late 2025 following favourable coverage from the Lonely Planet Travel Guide and the Seattle Times.

Tourism businesses in Tipperary are encouraged to join Tipperary Tourism. Information is available by emailing tourism@tipperarycoco.ie

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