REVEALED: 74% of Tipperary businesses saw growth in 2025 State of the Season Report
The tourism sector performed strongly in 2025
The tourism sector performed strongly in 2025. The Tipperary County Council released its “State of the Season Report,” providing updated tourism trends from January to September 2025 compared to the previous year.
The 2025 report shows mostly positive momentum for Tipperary tourism. 74% of businesses saw growth or held steady, while 25% faced declines. Two-thirds of accommodation providers reported improved or stable results, driven by enthusiastic domestic travelers. Attractions and activity providers also performed well, with 82% welcoming more or the same number of visitors and 94% seeing growth or stability thanks to strong local support.
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The report notes changing visitor habits, with guests booking closer to travel dates and choosing shorter stays. Businesses are responding by staying flexible, offering competitive pricing, and creating value-focused packages. Online booking is now standard for most accommodation providers. Currently, 38% of tourism businesses use AI tools, and another 22% plan to adopt them, showing early digital innovation in the sector.
Helen King, Chairwoman of Tipperary Tourism, thanks industry participants for their feedback. This input will inform the 2026 marketing strategy, including a campaign to promote short breaks and encourage longer stays. In late 2025, the sector also received positive coverage in the Lonely Planet Travel Guide and the Seattle Times.
Tipperary Tourism encourages local tourism businesses to join its growing community. For more information, contact [email protected].
Funded by the Local Democracy Scheme