Reshaping Domestic Demand for Autumn 2026

Climate related disruption in Europe, rising airfares and a growing desire to travel more intentionally are reshaping how Irish consumers think about leisure breaks. At the same time, Fáilte Ireland 2024 – 2031 Strategy targets an average 7% annual increase in domestic overnight tourism revenue, growing from €3.6 billion in 2024 to €5.8 billion by 2031, with a particular focus on less mature regional locations as well as off-peak stay windows.

Alongside these macroeconomic and consumer trends, Ireland is experiencing a noticeable expansion in high-quality experiential tourism. Independent hotels, destination restaurants, artisan food producers, wellness operators, and outdoor adventure attractions are increasingly creating distinctive products that encourage consumers to travel closer to home, but more often and with greater purpose. Rather than replacing the traditional annual holiday, these experiences are creating additional travel occasions throughout the year, expanding the domestic tourism market rather than simply redistributing existing demand.

Yet, in 2025 domestic overnight tourism expenditure remained flat at €3.6 billion, while the number of overnight trips taken by Irish residents fell by 8%, driven largely by fewer visits to friends and relatives. However, compared with 2019, spending has increased by 67%, significantly outpacing growth in both trips (32%) and visitor nights (13%). The figures point toward a nuanced shift in the Irish consumer, who may be travelling less frequently, but placing greater value on each trip they take, creating an opportunity for the industry to stimulate new demand through higher-quality, experience-led domestic travel rather than relying solely on the traditional staycation market.

Slow Tourism Becomes Mainstream

While originally rooted in sustainability, the concept of Slow Tourism has evolved into a broader reflection of consumer priorities, and the greater value placed on meaningful experiences, flexibility, and quality of time over the distance travelled. Booking.com’s latest Sustainable Travel Report found that 85% of travellers consider more sustainable travel to be important,  73% want the money they spend to benefit local communities, 42% intend to travel outside peak periods and 43% actively plan to avoid crowded destinations, reinforcing a growing preference for more considered, less intensive travel experiences.

Consumer research commissioned by Fáilte Ireland in Q1 this year points to similar; 66% prefer taking short breaks in Ireland during the off-peak season, pointing to strong potential to build demand beyond the summer months. The research also highlights the restorative value of domestic travel, with 87% saying a short break helps them step away from their everyday routine and 81% feeling rejuvenated after taking one.

Micro-staycations: New Opportunity for Autumn 2026

It is within this context that the Irish Independent recently explored the rise of the “micro staycation” with our Group Director of Marketing, Emer Hallahan. While the article focuses on shorter breaks closer to home, it also reflects the continued evolution of domestic demand and the growing importance of slow tourism, experience-led travel, and highly intentional consumer behaviour. As the industry looks towards Autumn 2026 and beyond, the commercial opportunity lies not simply in encouraging more domestic travel, but in creating compelling reasons for consumers to travel more often. Hotels and tourism providers that invest in distinctive local experiences, strong regional partnerships and authentic destination storytelling will be best placed to capture this next phase of domestic demand.

Read the full Irish Independent feature here: https://www.independent.ie/lifestyle/travel/need-a-break-with-less-travel-stress-and-lower-costs-try-a-micro-staycation-the-new-travel-trend-where-people-holiday-near-their-homes/a/157710916.html