Minister for Enterprise, Tourism and Employment Peter Burke has announced a significant expansion of Ireland’s global tourism connectivity and market reach for 2026, highlighted by the launch of a new direct flight between Dublin and Shanghai. The announcement forms part of Tourism Ireland’s broadened programme to drive value‑adding visitor growth and deepen Ireland’s presence in emerging and established international markets. These updates follow the Government’s recently introduced strategy, A New Era for Irish Tourism, and the Market Diversification Action Plan, both designed to future‑proof Ireland’s tourism interests by broadening its global footprint.
Among the key developments for 2026 is the establishment of dedicated Tourism Ireland representation in India and the UAE for the first time, strengthening Ireland’s capability to cultivate business from both rapidly expanding markets. A major highlight of the programme is the introduction of a new China Eastern Airlines service connecting Shanghai and Dublin, the first direct link between the two cities. Supported through the Strategic Air Access Fund, this new route is expected to unlock substantial opportunities to grow inbound tourism from China, one of the world’s most dynamic travel markets.
Tourism Ireland is also expanding its resources across Mainland Europe, enabling year‑round promotional activity in influential markets such as Germany and France. In North America, the organisation plans to build larger teams to maximise growth opportunities in cities now benefitting from enhanced direct air links to Ireland. Minister Burke emphasised that these developments reflect the Government’s commitment to widening Ireland’s international reach, noting the importance of having “boots on the ground” in strategically vital regions to ensure strong visitor growth and support Ireland’s 46,000 tourism SMEs.
Minister for Transport Darragh O’Brien welcomed China Eastern Airlines’ decision to launch the Shanghai–Dublin service later this year, highlighting that the Bilateral Air Services Agreement between Ireland and China has been instrumental in enabling direct connections. He noted that the new service represents an important boost to trade and tourism between the two countries, enhancing Ireland’s connectivity with one of the world’s largest and most influential economies.
Alice Mansergh, Chief Executive of Tourism Ireland, also underscored the strategic nature of these initiatives. She highlighted the organisation’s role in delivering the Government’s diversification agenda by nurturing long‑term partnerships and stimulating demand across a broad range of markets. While reaffirming the importance of the US and Great Britain to Irish tourism, she noted that Tourism Ireland is rolling out a refreshed European strategy, increasing investment in Canada, and building sustainable pathways in growth markets such as China and India. As global travellers seek meaningful and restorative experiences, she said, Tourism Ireland will champion the island’s landscapes, culture, heritage, festivals, and culinary strengths through targeted marketing and partnership‑driven campaigns throughout 2026.
