The summer travel season is all about Europe, and this year Tourism Ireland is expecting good numbers, particularly from Canada. In this week’s Take 5, we catch up with Lauren Lamonday, Business Partnership Executive at Tourism Ireland, who shares the latest summer forecast, the new reasons to visit the Emerald Isle, and why travel advisors are critical to the organization.
Mussenden Temple and train, Downhill Strand Co. Londonderry
- Tourism Ireland recently wrapped up its four-city roadshow across Canada. What were some of the biggest highlights, and why was it so important to connect with Canadian travel advisors?
“The Senses of Ireland roadshow offered an immersive taste of Irish hospitality, celebrating the diversity and richness of Ireland’s experiences. We kicked things off in British Columbia with events in Victoria and Kelowna, strategically tapping into key markets supported by Air Canada’s non-stop service from Vancouver to Dublin. From there, we headed to Edmonton, aligning with WestJet’s seasonal route from Calgary, and concluded in Ottawa — a city with strong direct access from Montreal and Toronto, making it a critical hub for Irish tourism.
“At each stop, the goal was to reconnect with Canadian travel advisors and reignite their enthusiasm for Ireland, with a focus on luxury escapes, cultural gems, and bespoke itineraries. More than 200 travel advisors engaged face-to-face with 11 Irish industry partners, allowing for meaningful conversations and deeper product knowledge. Travel advisors remain our trusted experts, helping clients make confident travel decisions and navigate increasingly complex bookings. These events gave our partners a powerful platform to showcase what’s new and exciting, while giving advisors the tools and inspiration to recommend Ireland with confidence. It’s all about building momentum for 2025 and beyond — and reminding everyone that Ireland’s greatest asset continues to be its warm and welcoming people.”
- We’re heading into the all-important summer season. What kind of traffic are you seeing from Canada, particularly now when many are avoiding U.S. travel and booking elsewhere?
“This summer, we’re seeing strong interest from Canadian travellers, particularly as many are opting for destinations like Ireland, due to both economic factors and a growing preference for more relaxed, less crowded experiences. The ease of direct flights from major Canadian hubs makes Ireland an increasingly attractive option. We’re also noticing a shift towards ‘slow travel,’ with many Canadians seeking authentic, off-the-beaten-path experiences, which Ireland offers in abundance — from its lush countryside to historic landmarks. We’re optimistic about seeing a continued growth in Canadian arrivals this season.”
- What are some of the top reasons to visit Ireland during the shoulder seasons?
“Visiting Ireland during the shoulder seasons is one of the best times to travel. The weather remains mild, making it ideal for outdoor activities like hiking or exploring the coast — without the heavy summer crowds. Travellers can enjoy a more relaxed pace, often with better rates on accommodations and flights. The shoulder seasons also offers unique cultural experiences, with events like the Galway International Oyster and Seafood Festival, held the last weekend of September, and TradFest, an annual music and culture festival in Dublin at the end of January. Another standout is Samhain, the ancient Gaelic festival marking the end of the harvest and the beginning of winter, traditionally observed from Oct. 31 to Nov. 1 in Ireland’s Ancient East. As the birthplace of Halloween, Ireland celebrates with numerous festivals across the island —including Derry Halloween in Derry-Londonderry, the largest Halloween festival in Europe. These events, full of music, food, and cultural traditions, give visitors a deeper, more authentic connection to Irish heritage.”
- How do Canadians get to Ireland this year?
“Canadian travellers have more ways than ever to reach Ireland this year. Aer Lingus and Air Canada offer year-round service from Toronto, while Air Canada also operates direct, nonstop flights from Vancouver and Montreal between April and October — making access to the island both easy and efficient. WestJet adds further seasonal service from Calgary, Toronto, Halifax, and St. John’s, while Air Transat offers seasonal flights from Toronto as well.”
- What’s new in Ireland that travel advisors should know about, and how can they learn more about the destination?
“This year brings exciting new opportunities for travel advisors and their clients to experience Ireland in a deeper, more meaningful way. With the opening of new luxury hotels and immersive experiences in destinations like Galway and Cork, Ireland is redefining how travellers can explore its landscapes and culture. As part of this evolution, we launched our new campaign, ‘Ireland Unrushed,’ which promotes a slower, more immersive approach to travel, encouraging visitors to explore the island at a relaxed pace. The campaign emphasizes experiences that allow travellers to linger in communities and natural settings, accessible via rail, bus, or guided tours and encourages visitors to explore beyond major cities, promoting eco-friendly travel options and supporting local businesses, thereby reducing pressure on popular tourist hotspots all while fostering a deeper connection with Ireland’s culture, nature and communities.
Travel advisors can stay up to date on these offerings by visiting the Tourism Ireland trade website, attending webinars, or connecting directly with industry partners during events like roadshows and trade missions. This ensures they can offer clients the latest and most authentic experiences available in Ireland.”
For more information about travel to Ireland, go to https://www.tourismireland.com/trade. Travel advisors can sign up to receive Tourism Ireland’s latest ezines and gain access to the latest product updates and news on upcoming events. Advisors can also join Tourism Ireland’s Facebook group here.
Sheep, Mulranny Beach, Great Western Greenway, Co Mayomaster
