“For travel advisors, the key takeaway is that Ireland‘s greatest asset is its people, and the experience you sell to your clients is guaranteed to deliver,” says Tourism Ireland‘s Director, Canada, Sandra Bailey Moffatt in this edition of Take 5.

1. A big message from Tourism Ireland this year has been #IrelandGoesBeyond. What can travel advisors take away from that messaging about this very in-demand destination?

“#IrelandGoesBeyond is really a celebration of how the island of Ireland consistently exceeds expectations and is truly worth the trip. We’re trying to capture something that’s difficult to define but unmistakable when you experience it: the feeling Ireland leaves you with long after you’ve returned home. It’s what makes clients talk about their trip, recommend it to friends and family, and often come back again for a repeat visit (24%).

“For travel advisors, the key takeaway is that Ireland‘s greatest asset is its people, and the experience you sell to your clients is guaranteed to deliver. We’re incredibly proud of our country and love sharing it with others, whether that’s through a conversation in a local pub or a story shared by a guide. There’s also a great sense of humour and an ability not to take ourselves too seriously, which creates a fun atmosphere of joy (what the Irish call ‘craic’) that visitors become a part of. Ireland offers world-class experiences, from castle hotels and championship golf courses to festivals & folklore, vibrant city stays, an incredible culinary scene, and endless scenery and nature. Many destinations can offer outstanding attractions and experiences. While all of that draws visitors in and creates a great vacation, it’s the people, their warmth, humour and stories, who make the experience truly memorable.

2. What are the latest visitor numbers that underscore Ireland‘s popularity from the Canadian market?

“From January – June 2026, Ireland has seen 94,000 arrivals from Canada, an increase of 9% year on year, demonstrating strong growth from across the country. Last year, the island of Ireland welcomed 231,000 visitors from Canada with a spend of €344+ million, making Canada is an important source market for tourism, in terms of both volume and value. Visitors have grown ~30% since 2023, and Canada is now a top five market for visitor spend to the island of Ireland.”

3. What lift from Canadian gateways should Canadian advisors have on their radar for fall and winter 2026 – and is Tourism Ireland‘s push for more shoulder season / cozy season travel making good progress?

“We’re seeing strong air access from Canada, with seasonal services from Vancouver, Calgary, Montreal, Halifax, and St. John’s  operating well into October. Beyond that, travellers can take advantage of year-round daily direct flights from Toronto, reaching Ireland in under six hours.

“We’re also hearing very positive feedback from our tour operator partners regarding demand and bookings for the fall and winter seasons. One of the biggest drivers is Ireland‘s growing reputation as the Home of Halloween, with an exciting lineup of festivals and events running from late October through November. This year is particularly significant, as Derry Halloween, Europe’s largest Halloween festival, celebrates its 40th anniversary and is expected to be bigger than ever.

“We’re also seeing growing interest in Ireland during the holiday season. Visitors are drawn to the warm atmosphere of cozy pubs, traditional live music, festive Christmas markets, stunning fall colours and Ireland‘s famously green landscapes that remain vibrant year-round thanks to our mild climate. For Canadians especially, winter temperatures averaging between 6°C-8°C offer a welcome break from the harsher conditions at home.

“The momentum continues into January, with events such as TradFest attracting Canadian visitors looking to experience Ireland‘s rich culture, music, and early Spring celebrations like St Brigid’s Day in February, live sporting events, and of course, St Patrick’s Day in March.”

4. What are Tourism Ireland‘s biggest priorities in the Canadian market right now?

“One of the biggest trends we’re seeing is a growing demand for more mindful and immersive travel. Increasingly, travellers are looking to slow down and get more out of their vacations, rather than trying to see as many places as possible in a short period of time. In response, we’ve been working with industry partners to develop experiences that encourage visitors to travel at a gentler pace, whether that’s through scenic rail journeys, road trips, cycling routes, or exploring waterways like the River Shannon. We’re also encouraging visitors to spend more time in a single region, connecting with local communities, traditions, and experiences. The goal is to help visitors develop a deeper understanding of the destination and return home feeling genuinely refreshed and enriched by their trip.

“Beyond that, we’re seeing strong growth in areas such as multi-generational travel, sports and event-driven tourism, and solo travel. We’re working closely with our travel trade partners to develop itineraries and experiences that meet these evolving traveller needs. From a Canadian perspective, Ireland is particularly well positioned. It’s an English-speaking destination that’s easy to access, easy to navigate, and serves as an ideal gateway to Europe. Our focus is ensuring that Ireland remains top of mind for Canadians when they’re planning their next international trip.

“A great example of this is our recently launched Ireland: Home of Halloween campaign. Many people are surprised to learn that Halloween traces its origins back to the ancient Celtic festival of Samhain, which began in Ireland over 2,000 years ago. Through events such as the Púca Festival, Derry Halloween, and the Bram Stoker Festival, we’re showcasing this heritage and giving visitors a unique reason to experience Ireland during the autumn season.”

5. Can you offer a quick overview of the tools and resources that Tourism Ireland offers Canadian travel advisors?

“Our online training platform, the Ireland Specialist Programme, is designed to enhance your destination knowledge and support you in promoting the island of Ireland.

“Ireland’s content pool is a suite of free images, videos and ready-to-use toolkits for Ireland promotions.

“We also have a dedicated community for our travel trade community on Facebook, where you’ll find the latest news, updates from our partners, events, FAM information and more. 

“Most importantly, we’re here to help. Our team in Canada is dedicated to supporting travel advisors and their Ireland business. Whether you have a destination question or need inspiration for a client itinerary, don’t hesitate to get in touch.”

More information about travel to Ireland is at Ireland.com.

Lead image caption: Tourism Ireland‘s Director, Canada, Sandra Bailey Moffatt