Tourism Ireland Launches Campaign to Showcase County’s Global Recognition.
County Tipperary has been named one of the world’s top places to visit in 2026 by Lonely Planet, the renowned travel guide publisher. The county features in Lonely Planet’s Best in Travel 2026, an annual list highlighting 25 destinations and experiences across the globe that travellers “should not miss” in the year ahead.
Described as “best for hiking, history and fine food,” Lonely Planet praises Tipperary as a place where “the food is remarkable, the landscapes are generous, and the castles are so casually scattered across the county that you’ll probably stumble across one on your way to dinner.” The guide adds that while Tipperary captures the postcard-perfect image of Ireland, it also “holds a few surprises” for those who explore further.
Welcoming the accolade, Elmagh Killeen, Head of Brand and Marketing Communications at Tourism Ireland, said: “We’re thrilled that Tipperary has been recognised among the world’s top destinations for 2026. This is a tribute to the county’s stunning walking trails, rich heritage, and exceptional food scene. It’s a real opportunity to set Ireland apart and to encourage more international visitors to discover Tipperary for themselves. I want to congratulate all the tourism and hospitality providers in the county whose hard work has made this achievement possible.”
Tom Hall, Vice President of Lonely Planet, echoed those sentiments, noting: “Tipperary’s inclusion in Best in Travel 2026 highlights its wonderful blend of hiking, history and fine food. From iconic landmarks like the Rock of Cashel to its namesake blue cheese, the county offers an authentic and quietly beautiful slice of Ireland. Its walking trails, village pubs and scenic drives make exploring Tipperary a true pleasure.”
Tourism Ireland plans to capitalise on this international recognition through an extensive global marketing push. The campaign will include:
Global media outreach: a major PR drive targeting leading travel and lifestyle journalists;
Social media promotion: sharing the news with millions of followers across key markets including the United States, Great Britain, Spain and Italy;
Market focus: special emphasis in Spain and Italy, both of which are ‘twinned’ with Tipperary as part of Tourism Ireland’s regional growth initiative;
Digital spotlight: a dedicated feature on Tourism Ireland’s global website, Ireland.com
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