21 May 2026

The importance of the European market – interview with Siobhán McManamy of Tourism Ireland

Recently Tourism Ireland launched a new Mainland Europe Strategy for Growth which aims for a 40% revenue increase over the next 5 years.

With a market of 450 million people, and strong air and sea access, there is great potential for Ireland’s tourism industry from Europe.

Eoghan O’Mara Walsh of ITIC this week caught up with Tourism Ireland’s Director of Markets and Partnerships, Siobhán McManamy, to talk about the importance of market diversification and how success from Europe might be realised.