Tourism Ireland has unveiled its marketing plan for 2025, as it aims to push Ireland higher on would-be visitors' "bucket lists".
The State body plans to spend €65m in more than 13 markets, centred around a new global advertising campaign.
It is aiming to make Ireland stand out as a "bucket list" destination, as Tourism Ireland seeks out what it calls "value added tourism traits".
Those are visitors who stay for longer and do more while here.
It also plans to promote a "slow tourism month" - focusing on car-free visitors who would travel the country by bus and rail.
Tourism Ireland estimates that €7 billion was spent by tourists here last year - up 10% on the 2023 figure - with 300,000 jobs supported by overseas visitors.
It aims to grow tourism revenue to €9 billion by 2030, however it is facing challenges this year.
"This year, we will need to take account of the added step that the introduction of the UK's Electronic Travel Authorisation (ETA) scheme will bring for visitors to Northern Ireland," said Alice Mansergh, chief executive of Tourism Ireland.
"The passenger cap at Dublin Airport is top of mind and its review will be vital for tourism," she said.
"However, there is also enormous potential ahead and we are ambitious for growth. In 2025, we will focus on increasing the value of overseas tourism, sustainably supporting economies, communities and the environment - and will do so by inspiring overseas visitors and strengthening strategic partnerships," she added.
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Overseas tourism to the island of Ireland delivered an estimated €7 billion in revenue in 2024, an increase of over 10% on 2023. It also helped to sustain around 300,000 jobs.
The Tourism Ireland CEO said the agency will be collaborating with air and sea carrier partners to support demand for routes that are viable to the regions.
"With 80% of visitors researching and booking trips online, we will be sharing daily inspiration with our 7.5 million followers on social media and supporting 10 million deep research visits on our website, increasingly optimised for AI," she said.
"Working with broadcasters around the world, we look forward to TV and streaming shows featuring reasons to visit that will air to key audiences," she stated.
"Sporting moments like The Open at Royal Portrush and the Aer Lingus College Football Classic present key opportunities, with promotional programmes already under way. Festivals create additional moments to spotlight, as we win holidays from overseas visitors to grow the benefits of tourism across the year," she added.
