DUBLIN, Ireland: Unveiling a 4.7 billion-euro "war chest" on January 7, Minister for Tourism Peter Burke announced it would launch a "new era" for the tourism sector in the country.

The amount would be invested in Ireland's enterprise sector over the next five years as part of the Department of Enterprise, Tourism and Employment's capital plan for 2026 to 2030.

Burke said it is "critical we're viewing tourism as centrally important to government strategy."

There has been a lack of "political direction" over a number of years that saw "boots on the ground" leaving key markets, he added.

He said about 400 million euros would be set aside for tourism to fund several measures to support the industry.

He said the department is seriously considering investing in key flight routes, including to the UAE and India. He added that while these routes may not bring large numbers of tourists, they are very valuable.

More staff will be sent to the UAE, Canada, India, and the Asia-Pacific region to promote Ireland as a tourist destination.

Another goal is to extend the tourism season so visitors are spread more evenly across the year. He said the season should run from St Brigid's Day through to Halloween and beyond.

Burke also said there will be a strong focus on helping businesses become more "digitally smart," especially since about 60 percent of people now use AI when planning their holidays.

He added that developing skills will be essential to make sure there are strong career paths in the tourism sector.

Burke said around 230,000 people work in tourism, and about 46,000 small and medium-sized businesses are involved in the industry.

The minister said tourist numbers have started to rise again in recent months, but 2026 must be a strong year. His department hopes to grow by six to seven percent over the next five years.

He said Ireland is a strong destination for visitors from North America and the Asia-Pacific region, but faces pressure in the European market.

Promoting Ireland's local, artisan food will be essential to attract more European visitors, he said, adding that many are very impressed by the quality of Irish food compared to what they expected before arriving.