Two-speed tourism: national dip masks resilient domestic season in Tipperary, but are local results overstated?
Ireland’s tourism industry is finishing 2025 in two very different gears.
Nationally, the Irish Tourism Industry Confederation (ITIC) estimates overseas visitor numbers of 6.16 million, down 6% on 2024, with international visitor spend down 13% to about €5.27bn(excluding fares). ITIC’s year-end review says North America stayed strong, with US visitor numbers up 4% and Canada up 8%, but performance weakened elsewhere, including Britain (-4%), France (-13%) and Germany (-8%). SeeIrish Tourism Review.
It also warns the sector is becoming increasingly exposed by its growing reliance on the North American market.
Yet in the regions, the picture can look more resilient, and Tipperary is certainly a case in point.
A Tipperary County Council “State of the Season” survey, covering months January to September 2025 compared with the same period in 2024, found 74% of participating businesses reported growth or stable performance, with 26% recording a decline.
Accommodation providers were mixed but largely steady, with 66% reporting increased or stable performance, while domestic tourism remained the strongest driver: 72% matched or exceeded domestic occupancy levels from 2024. Attractions and activity providers reported even stronger results, with 82% up or stable on visitor numbers, underpinned by very strong Irish engagement, with 94% reporting domestic growth or stability.
The same report notes a clear behavioural shift: shorter stays and later booking patterns are now entrenched, putting greater emphasis on flexibility, sharp pricing and value-led packages.
So, the question remains, are the Tipperary reports being exaggerated?
It’s a reasonable question, but the most accurate way to frame it is that the Tipperary findings are a pulse survey, not a full census. The report is based on feedback from 67 tourism businesses, meaning outcomes can be influenced by who participated, the mix of respondents (accommodation versus attractions, large versus small operators), and what “growth” means, (revenue, occupancy, footfall or simply sentiment). It’s also notable that ITIC itself flags a broader measurement tension at national level, saying there can be a gap between CSO survey readings and “industry intelligence”, with some business indicators suggesting a flatter year than headline declines imply.
In other words, both things can be true at once: national inbound and spend can be down, while a county with strong domestic engagement, particularly in attractions and activities, can still report a broadly positive season among surveyed operators.
Personally, as a former worker within the industry and a full time resident within Tipperary, I would be slightly worried by the accuracy of some figures provided in relation to the ‘Tipperary Report’ findings.
Extract from a publication by L. M. McCraith, [Mrs Laura Mary McCraith-Blakeney (born 1870)], originally published in 1912.
“The first, the gentle Shure (Suir) that making way By sweet Clonmell (Clonmel), adornes (adorns) rich Waterford;…” (Excerpt from poem Edmund Spenser’s ‘Irish rivers’.)
Some eight miles from Templemore, spreading itself upon both banks of the Suir, is the ancient town of Thurles. The town has a distinctive, old-world, almost ecclesiastical, character of its own. Its name is a corruption of the Irish Durlas, a fortress. In the Annals of the Four Masters we read of a chief of Durlas, by name Maelduin, who was slain in 660 A.D. Thurles was the scene of one of the few signal defeats of the Danes by the Irish. This took place in the tenth century, and was long remembered and recorded locally.
View of a bridge and the ruins of Thurles Castle, County Tipperary, dated 1909. [Artist James Stark Fleming (1834-1922)]
As has been said, Thurles was also the scene of the defeat of Strongbow by a coalition of Irish chiefs in 1174. When Strongbow heard that Conor and Donal Mór were advancing against him, he sent to Dublin for help. A contingent of Danish settlers and Norman soldiers, natural allies, came to his assistance. They endeavoured to join him at Thurles, but there, by the banks of the Suir, many of Strongbow’s men were slain. Donal Mór O’Brien was in command that day, and it would seem that the field was a fortunate spot to him; for when he returned to that same place seventeen years later, to fight another battle against the English, he was again victorious.
In 1197, however, six years afterwards the English took Thurles, and burnt many churches and temples.
View of the ruins of Thurles Castle, County Tipperary. [Artist James Stark Fleming (1834-1922)]
The Suir From Its Source to the Sea. Among the many notable Normans who established themselves in Ireland (and in time became “more Irish than the Irish”) were the Butlers. Theobald Fitzwalter came in the reign of Henry II, in 1172. He was kin to Thomas à Becket, (1119 or 1120 -1170) and it was part of the King’s accepted penance that he should ennoble all the murdered Archbishop’s relatives. Henry II, gave Fitzwalter large grants of Irish land, in return for which Fitzwalter was to act as the King’s Chief Butler and to hand him a cup of wine after his coronation. Hence the name of the family.
The Butlers ever remained loyal to the Sovereign whose vassals they were, and were frequently in opposition to that other powerful Norman house, the Fitzgeralds, or Geraldines, who were descended from Strongbow’s knight, son-in-law, and right-hand, Raymond le Gros, and were represented by the Earls of Kildare and Desmond.
The Butlers obtained large possessions in Wicklow, and in fertile Tipperary, and early in the thirteenth century became possessed of Thurles. The Butlers were ever notable as castle-builders, and founders of religious houses. They began to build on the banks of the Suir. Within the last half-century there were remains of no fewer than nine castles in this town. James Butler was created Earl of Ormonde in 1328. About that time (1324) he caused the castle to be built, the Norman keep of which still guards the bridge across the slow-flowing Suir. The Butlers also built, or endowed, Carmelite and Franciscan monasteries at Thurles; and there, as well as at Templemore, the Knights Templar established a preceptory. Viscount Thurles still remains the inferior title of the Marquis of Ormonde, the head of the Butler family.
Edmund Spenser
Thurles to-day is an important and thriving town of about —— inhabitants. It has a notable horse fair, and it is the centre of a rich grazing and grain-growing district. It is the seat of the Archdiocese of Cashel and Diocese of Emly, and contains a magnificent Roman Catholic Cathedral and a handsome archiepiscopal residence. The bells and the organ of the Cathedral are notably fine. There is also a fine Roman Catholic College, two convents, and a monastery, the whole forming, as it were, a kind of religious quarter. Thurles was the scene of the famous Roman Catholic Synod in 1850.
From Thurles onward the Suir flows through the country of which the poet Spenser[Edmund Spenser (1552–1599)] said that it was “the richest champain that may else be rid”,(Taken from his unfinished epic poem, ‘The Faerie Queene’ ). Soon there comes in sight the mountain which he speaks of as “the best and fairest hill that was in all this Holy Island’s heights,” namely Galtee Mór, the highest peak of the Galtee range. [ NOTE:Latter description appears in Book VII, Canto VI, Stanza 37 of ‘The Faerie Queene’, specifically within the “Mutabilitie Cantos”. In the poem, Spenser uses Arlo-hill (Aherlow, South Co. Tipperary)as the sacred setting where the gods, led by Nature, gather to hear the plea of the Titaness Mutabilitie. Mutabilitie is a descendant of the ancient Titans, the race that ruled the universe before being overthrown by Jove (Jupiter).]
The clip hereunder points to a well-known Kerrygold television advertisement, in which an Irish emigrant brings home soil abroad so that a child born overseas can “touch Irish soil first”.
Tipperary to Illinois.
A box of soil and grass gathered in Co Tipperary has been sent nearly 4,000 miles to the United States after an American couple asked that their newborn daughter’s first touch of “Irish ground” could happen at their home.
Mr Michael Murphy and his wife Nikki, who live in Illinois, arranged the delivery through friends in Tipperary shortly after the birth of their daughter, Vivienne, last month. The couple have not visited Ireland, but Mr Murphy can trace his family roots to Co. Armagh and says Irish culture has long been a major interest in their home.
A short video showing Vivienne’s foot touching the box of Irish soil was shared on social media some weeks ago and has since attracted almost five million views.
Speaking in an interview, Mr Murphy described the moment as being deeply meaningful for their family, and said they hope to visit Ireland sometime in the future, including the River Shannon and family places connected with his grandfather in Belleek, Co Armagh. He said the gesture was also intended as a lesson for their daughter encouraging her curiosity, respect and openness to other cultures.
Thurles Lions Club has secured €29,600 in grant support under the LEADER Programme toward the development of a new heritage trail in Thurles. The initiative will offer both visitors and local residents a looped walking route through the town centre, complete with interpretive signage and digital access to the town’s rich history and heritage.
Members of Thurles Lions Club at the Official signing of the Thurles Heritage Trail were: Back Row:Chris Delahunt, Pat Donnelly, Gary Roche, Una Crowley, Eamon Medley, John McCormack, Anne O Dwyer, Anne Bolton, William McDonagh, Tom O Toole, and Paddy Hickey. Front Row:Jane Ryan (Thurles Tourism), Margaret McCormack, Pat Shanahan, Mary Slattery and Louis Curley.
The project will be delivered in two phases: Phase One involves the identification of the route, the design of the signage, translation of the sign content, consultation with the public and the development of the online component. The total cost of Phase One is €39,600, of which the Thurles Lions Club will provide €10,000 in matching funding to be achieved through public fundraising.
Phase Two will proceed with the manufacture and installation of the physical signage at strategic locations around the town core, and this element will be funded by the Tipperary County Council via the Thurles Municipal District.
Photographed at the Official signing of the Thurles Heritage Trial. Photo L to R: William McDonagh (Thurles Lions Club), Patrick Killeen (North Tipperary Development Company), Pat Shanahan and John McCormack (Thurles Lions Club). Pic: Louis Curley
Each sign will incorporate a dedicated QR code, enabling users to explore detailed online content about the town’s heritage and history as they walk the trail.
“The trail will not only enhance Thurles’s visitor offering, but it will also give local people an attractive recreational amenity that connects them with the heritage of their town,” said a spokesperson for Thurles Lions Club.
The project builds on the club’s commitment to supporting community infrastructure and promoting sustainable tourism in Thurles. Once fully implemented, the heritage trail will provide a memorable, interactive experience that combines physical way-marking with digital storytelling.
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