Benchmarking airports and airlines to enhance Ireland’s tourism

Purpose This study analyses the role of airports and airlines in the tourism sector of Ireland between 2015 and 2024, including the impact of the COVID-19 pandemic. Design/methodology/approach Secondary data from public and private sector sources was compiled in order to analyse Ireland’s tourism sector. In addition to this, a benchmarking method (comparative matrix) was developed to outline data from five airports in Ireland as well as data gathered from key airports in the southern Spanish region of Andalusia. Data was collected from sources such as the Central Statistics Office, Failte Ireland, Tourism Ireland, the Irish Tourism Industry Confederation (ITIC), the Institute of Statistics and Cartography of Andalusia (IECA), and the main National Spanish Airports body – Aeropuertos Españoles and Navegación Aérea (AENA). The inclusion of data from Spanish airports in this study is primarily for benchmarking purposes, as the study focuses mainly on Ireland as a tourism destination. Findings The findings of this study reveal the importance of a unified approach to tourism promotion by airports and commercial airlines. It also reveals the close links between tourism and air transport trends in Ireland. For instance, Ryanair alone was responsible for the movement of over one billion passengers in 2015–2024 with an exponential rate of pre-pandemic growth. This study posits that further research is required to establish the feasibility of implementing a virtual interlining system supported by artificial intelligence (AI) merging data from airports, airlines and destination management organisations (DMOs) with a view to streamlining strategic approaches and service delivery through innovative personalised visitor packages. It is also posited that Tourism Ireland (the country’s leading tourism destination management organisation) should develop integrated marketing strategies in conjunction with airports and airline operators focused on urban and cultural tourism as a differentiating element from other island destinations. Originality/value This study contributes to an under-researched field of knowledge – the historical relationship between air transport and tourism demand. It does so by exploring the key role that air transport and airports play in the context of delivering socioeconomic benefits to the tourism ecosystem.