Embedding Sustainability in Tourism: From Policy to Practice
Martin Ryan, Managing Director of Fexco Managed & Advisory Services, shares insights on aligning Ireland’s tourism transformation with climate goals, community wellbeing, and sustainable growth.
Leading a Sustainable Tourism Transition
In 2024, Fexco Managed & Advisory Services and eolas Magazine hosted a national roundtable exploring the future of tourism in Ireland. The session brought together government departments, tourism authorities, energy agencies, community leaders, and private industry to evaluate how Ireland could evolve into a world-leading sustainable tourism destination.
By mid-2025, real progress is visible. Grounded in Ireland’s Climate Action Plan 2024 and the principles of regenerative tourism, the sector is pivoting from passive participation to active leadership in the race to net zero.
From Compliance to Contribution
Tourism is now a named sector under Ireland’s Climate Action Plan – recognition of its broad environmental impact across energy, transport, land use, and emissions. The shift toward sustainability is no longer optional. It’s a strategic imperative.
To meet 2030 targets, tourism businesses are decarbonising through:
- Low-emission transport and green mobility
- Energy-efficient infrastructure and retrofits
- Circular economy models in food, hospitality, and retail
- Biodiversity and climate risk integration in destination planning
Programmes such as Fáilte Ireland’s Climate Action Programme, in partnership with SEAI, are supporting this transition with funding, technical guidance, and tools. Operators are conducting energy audits, installing solar PV and heat pumps, and developing sustainability plans. Accreditation schemes like the Green Hospitality Programme and Sustainable Travel Ireland are helping businesses go beyond compliance and lead on climate action.
The Visitor as Stakeholder
Sustainability is now shaping the entire visitor experience.
According to the Sustainable Tourism Barometer 2025, over 70% of international travellers prefer eco-certified providers.
Today’s tourists value:
- Carbon transparency
- Locally sourced products
- Inclusive community experiences
- Visible reinvestment in place and people
Digital platforms are adapting, too. Booking engines and travel aggregators are highlighting sustainability credentials, while algorithms increasingly prioritise ethical and transparent tourism operators.
This shift is not just reactive – it’s a strategic opportunity. Ireland’s landscapes, storytelling tradition, and cultural heritage uniquely position it to lead in immersive, low-impact experiences such as rewilding walks, Gaeltacht storytelling nights, or farm-to-fork food trails.
Tourism as a Driver of Regional Equity
Tourism is playing a vital role in rural regeneration. Aligned with the National Planning Framework and Our Rural Future, local communities are repositioning themselves as hubs for cultural and ecological tourism.
Examples include:
- Coillte Nature Partnership in the Midlands – transforming former peatlands into carbon sinks and visitor attractions
- Slow Adventure Cooperative in Leitrim – a collaborative model boosting local enterprise through guided, low-impact, multi-day itineraries
These models foster economic resilience, create green jobs, and strengthen community identity.
Policy, Investment, and ESG Readiness
Policy is now enabling, not resisting, sustainability in tourism.
Key developments include:
- The EU Short-Term Rentals Initiative, improving transparency and sustainable governance
- CSRD readiness for tourism businesses, requiring robust ESG data by 2026
- Fáilte Ireland’s €14.5M investment in climate-adaptive, heritage-preserving infrastructure
Fexco is actively supporting the sector through ESG advisory and data solutions. Helping clients streamline reporting, unlock green finance, and embed sustainability into strategy.
Data, Digital Tools, and Decarbonisation
Digitalisation is accelerating Ireland’s sustainable tourism journey. Tools like PACE (Platform for Analysing Carbon Emissions), developed by Fexco, are being adapted for tourism to:
- Track emissions across the visitor journey
- Support regional decarbonisation plans
- Inform climate-resilient infrastructure investments
Smart dashboards piloted in Dingle and the Boyne Valley monitor real-time metrics on water, waste, biodiversity, and congestion – moving destination management from reactive to proactive.
Fexco’s Role in Tourism Transformation
At Fexco Managed & Advisory Services, we support the sector through:
- Data solutions: Enabling carbon baseline development and CSRD-aligned reporting
- Strategic advisory: Supporting tourism masterplans, ESG funding, and DMO governance
- Community enablement: Providing capacity-building, mentoring, and partnerships for place-based initiatives
We believe tourism is a key delivery mechanism for Ireland’s ESG priorities, particularly across energy, circularity, and biodiversity.
Three Priorities for Scaling Sustainable Tourism
To unlock long-term impact, coordinated national action is needed on:
- Low-carbon transport: Expand rural mobility, EV infrastructure, and multimodal tourism routes
- Digital enablement for SMEs: Invest in tools and training to help small operators digitise and decarbonise
- Policy alignment: Strengthen governance integration across planning, climate, and tourism
Redefining the Future of Tourism
Ireland is not just making tourism more sustainable, it’s reimagining what tourism can achieve.
From supporting climate goals to empowering local communities and preserving cultural heritage, tourism is evolving into a force for positive change.
At Fexco, we are proud to be part of this transformation, helping shape a tourism sector that is not only sustainable, but strategic, inclusive, and future-ready.
“Ireland has the opportunity to become a global leader in regenerative tourism.”
— Martin Ryan, Managing Director of Managed and Advisory Services at Fexco
About the Author
