The Government is to announce a new plan to increase the number of tourists visiting Ireland by one million per year for the next five years.
It comes as the number of tourists visiting Ireland this year is down compared to last year.
In the ten months to October, just over 5.4 million people came to Ireland, compared to 5.8 million in 2024, a reduction of 6.5%.
Speaking on RTÉ's Morning Ireland, Minister for Tourism Peter Burke said that the plan will aim at growing revenue as well as tourism numbers.
"We have a very significant plan now which will aim at growing our revenue, growing our visitor numbers sustainably and also providing very strong career pathways in our tourism sector," he said.
"Through our action plan on market diversification, we have been looking at getting additional market share, particularly in relation to Asia," Mr Burke said.
He said that a number of new flight paths into Ireland would also boost numbers.
"We have a 12% uplift in seats coming in this winter, about 17% in the US, which I think there's a lot more opportunity we can take from," he said.
"We have three new gateways this year from Denver, Detroit and Nashville, again adding to that offering.
"We've 13% more seats in Germany, we've 8% more seats in France, 7% in the UK.
"Those markets would be very important to get that additional value into our country, as well as growing our domestic product, and ensuring that we're lengthening the season, which is very important, from St Brigid's Day right out to the whole of Halloween and beyond, because there's a huge amount of opportunity.
"I think it's a very exciting time for the sector that will offer us this pathway," he said.
Mr Burke said the passenger cap at Dublin Airport had contributed to the decline in tourism numbers.
"There was a significant reduction in flights. When you talk about tourism numbers being down, you have to first look that air traffic was down by about 10% last year, which was a very significant imposition in the sector," he said.
Mr Burke said that Ireland’s unique "Céad Míle Fáilte" brand would provide opportunities in the tourism sector.
"It's that unique Céad Míle Fáilte, we have a very authentic brand," he said.
"We have areas now that provide a huge amount of opportunity if we do a little bit of work.
"One of the key areas I want to bring forward is a culinary strategy, looking at our food and beverages.
"If you look at the key areas of food, 80% of people who experience our artisan value, our distilleries in Ireland, and particularly in our food offering, are highly impressed by it. But we have to work more on a food strategy," he said.
He added that regeneration of the midlands would also support the sector.
"Look at the regeneration plans in the midlands, from the just transition funding, about €38 million going into tracks and trails right through Bord na Móna, another €30 million going into the private sector at key areas from attractions to our bogs to our blueways, our greenways, which are a huge authentic offering.
"Ireland is just unique in this in terms of the Céad Míle Fáilte that we offer," he said.
Mr Burke said that he did not think that the high costs of Irish restaurants and hotels were a deterrent to potential tourists.
"No, I still think there's a huge amount of value," he said.
"If you look at what we're trying to do here with less mature markets, there's an incredible amount of value in. We want to grow those by 7%.
"When you're talking about markets like the Wild Atlantic Way, which are very much renowned and growing steadily, we want to ensure that all the country gets to experience that authentic offering.
"We have a huge amount of opportunity in the midlands and other areas to grow our market share by 7% per annum on average at a minimum. I think we will be able to do that with more investment," Mr Burke added.
