Challenges ahead for Tipperary tourism
2025 was a positive year for Tipperary tourism in that 74% of surveyed providers reported growth or a stable performance compared to the previous year.
But the remaining 26% reported a downturn compared to 2024, with a number of trends emerging that may challenge the local tourism sector in the year ahead. The survey found that price is a key barrier to bookings, and that visitor stays are shortening. Visitors are also booking much closer to the time of their arrival.
The survey – ‘State of Seasons Tourism Pulse Survey 2025’ – found that the domestic and local market is stronger than that of overseas. The findings of the survey were presented to the January meeting of Tipperary Co Council.
CARAVAN AND CAMPERVAN SITES
The lack of accommodation for people visiting Tipperary was a key concern for several councillors, many of whom welcomed that the council has appointed consultants to deliver a feasibility study on the potential to develop caravan and campervan sites across the county. Cathaoirleach Cllr John Carroll said this should be the first priority for the council, with no provision of such sites in the Lough Derg area.
Director of Services Damien Ginty said a “huge opportunity” exists to develop caravan and campervan sites given their increased popularity in Ireland and among people coming from the UK and Europe. The feasibility study would identify suitable locations for such sites; Mr Ginty said there may be locations where people do not want them.
Cllr Roger Kennedy said a considerable amount of accommodation in Tipperary is taken up by Ukrainian refugees and IPAs. He asked if the council would consult with hotel groups in relation to accommodation provision.
Tourism Activator Mairéad Winters made the point that this situation is not unique to Tipperary.
Cllr Máirín McGrath was of the view that Air BnB accommodation is “badly needed” in Tipperary. She warned against the introduction of “too rigorous regulations” on Air BnBs.
Mr Ginty replied that the question of suitability must be considered again. There may be properties suitable for short-term letting, but the authorities must ensure not to upset the long-term housing market, he said.
HIDDEN HEARTLANDS
Cllr Phyll Bugler was critical of the absence of mention of Ireland’s Hidden Heartlands in the presentation. She said the Fáilte Ireland initiative was set up to promote this locality in a way similar to the Wild Atlantic Way and Ireland’s Ancient East. “I haven’t heard a peep from them in three years,” Cllr Bugler said, calling for a presentation from Ireland’s Hidden Heartlands regarding promotional plans for the Lough Derg region.
Mr Ginty said the council has a good working relationship with Fáilte Ireland and would ask the tourism body to provide a briefing about the Irish Hidden Heartlands initiative. There would be a specific briefing arranged for Nenagh Municipal District regarding the Destination Lough Derg initiative, he said.
ANGLING
Cllr Bugler was the first of several speakers to suggest that more should be done to promote leisure fishing or angling in Tipperary. Ms Winters replied that this is not being ignored by the tourism authorities and that itineraries would be drawn up to promote angling in local rivers and on Lough Derg.
Cllrs John Carroll and Michael O’Meara sought a greater emphasis on promoting Tipperary’s ecclesiastical heritage to visitors. The latter suggested that Tipperary Co Council should work with its counterparts in Galway and Offaly to draw visitors to the historical sites between the three counties, including the monastic settlement of Lorrha, which he believed is on a par with Clonmacnoise. “We can’t be a standalone county when it comes to tourism,” Cllr O’Meara said.
Mr Ginty agreed that ecclesiastical heritage is a “huge untapped area” and said the council is “constantly collaborating with our neighbouring counties” on promoting inter-county destination.
‘VULTURE WAITING’
The director also agreed with Cllr Séamie Morris that sports tourism has a big role to play in attracting visitors to Tipperary. But Cllr Morris said there is a “vulture waiting” where Tipperary tourism is concerned, and that is Uisce Éireann’s plan to take water from the Shannon for the East and Midlands region. The plan will jeopardise tourism on Lough Derg and many of the other visitor attractions talked about during the meeting, he warned.
Cllr Bugler agreed that the cost of food and drink has become a major issue where tourism is concerned. Many European visitors could not afford to pay €25 for a dinner or up to €7 for a pint.
Outlining the findings of the survey, Ms Winters said the response to the cost barrier is for tourism providers to emphasise value and the quality of their offering. The answer to shortening stays is the promotion of short stays, themed breaks, events, easy add-ons, and provision of reasons to extend stays.
Other key takeaways from the survey are for tourism providers to “lean into the Irish market”, catering for spontaneous trips and stronger repeat business from domestic visitors, while providing free cancellation policy where bookings are concerned.
LONELY PLANET
Ms Winters said a lot of work has been done to capitalise on Tipperary’s inclusion in the Lonely Planet’s ‘Top 25 Places in the World to Visit in 2026’ list, including social media promotion and the launch of the new Tipperary.com website, greatly strengthening how the destination is discovered and presented online.