Meaningful Travel with the Island of Ireland
Tourism Ireland is prioritizing promoting the island of Ireland as a sustainable, responsible travel destination. By weaving environmental care, cultural preservation, and community well-being into its corporate strategy, the organization ensures tourism growth benefits both people and place. In close partnership with Fáilte Ireland, Tourism Northern Ireland, and industry stakeholders, Tourism Ireland invites travelers to experience not only the island’s natural beauty and rich heritage, but also its legendary Warm Irish Welcome—rooted in generosity, friendliness, and community spirit. With an abundance of unique local immersive experiences and exceptional value, Ireland offers a journey that stays with visitors long after they leave.
Ireland’s Meaningful Travel Map
The Tourism Cares Meaningful Travel Map is a B2B tool that helps the travel trade and sustainably-minded travelers easily source organizations making positive social and environmental impacts in destinations. Discover vetted, sustainable offerings in Ireland that are ready to book for your next trip.
Tourism Ireland’s Sustainable Tourism Initiatives
Tourism Ireland is advancing a sustainable future for travel in the country by embedding responsible practices into its corporate strategy and marketing efforts. Guided by the UNWTO’s definition of sustainable tourism, the organization is focused on minimizing environmental impacts, strengthening communities, and promoting tourism that benefits both visitors and locals—now and for future generations.
Their approach is built around four key pillars:
Growing understanding of sustainability among travelers and the trade:
Tourism Ireland is deepening its insight into what sustainability means to consumers and the travel industry, using research and engagement to inform more responsible travel decisions.Activating sustainability within the organization:
Sustainability has been a strategic priority since 2021, with an internal action plan and taskforce in place to implement environmental improvements across all office locations and operations. A board sub-committee provides leadership on sustainability issues at the highest level.Embedding sustainability in marketing and sales efforts:
Tourism Ireland’s marketing strategy prioritizes regional and seasonal distribution, aiming to reduce pressure on popular destinations while encouraging exploration of lesser-known areas.Collaborating across the sector:
Tourism Ireland works closely with Fáilte Ireland, Tourism Northern Ireland, and government departments to align sustainability goals, share best practices, and amplify collective impact across the tourism ecosystem.
In June 2025, Tourism Ireland is launching a new campaign, Ireland Unrushed—a slow tourism initiative that encourages travelers to take their time, explore deeper, and make more meaningful connections with people and place, while reducing their environmental footprint.
Read more about Tourism Ireland’s sustainability commitment here.
“The Meaningful Travel Map offers a fresh and dynamic way for tour operators to connect with Ireland’s sustainable and authentic travel experiences. We’re proud to be at the forefront of this global movement through initiatives like Unrushed Ireland, which invite visitors to slow down and engage more deeply with the landscapes, people, and traditions that make our island so special.”
-Alison Metcalfe, EVP North America & Australia, Tourism Ireland.
Thank You to Our Destination Partner
SPOTLIGHT: Gorta: Swatragh's Famine Story Visitor Centre | Northern Ireland
Destination Partner: Tourism Ireland
Gorta: Swatragh's Famine Story Visitor Centre, located above Friel's Bar and Restaurant, showcases Swatragh’s expansive history, particularly the Great Famine, through interpretive exhibits, audiovisual aids, and their original famine pot. The centre provides meaningful, community-led experiences that educate visitors while preserving Swatragh’s rich cultural legacy.