Highlights:

• Vision of the plan:
  • Rejuvenate Tourism Brand Ireland
  • Grow established and emerging markets
  • Extend overseas tourism geographically and seasonally
• Key actions to include:
  • Optimize existing assets
  • Develop enhanced experiences
  • Further develop food-related tourism
  • Continue Hospitality and Tourism Careers Oversight Group
• Make progress on developing a tourism satellite account
• Ensure a central role in tourism for local authorities
• Identify and exploit opportunities for convergence with other areas of government policy
• Re Brexit: retain business from Northern Ireland and Britain

Plan contains 27 actions in these areas:

• Policy
• Destination marketing
• Enhancing visitor experience
• Research
• Supporting local communities
• Wider government policy
• International
• "Co-ordination structures"

See the Tourism Action Plan document for full list and details.

Critics of the Plan have responded to its release by criticizing the 27 Actions as vague and not measurable, and the targets toward which they're directed as already largey accomplished. (Example: Action #3, "Tourism Ireland will deliver a new tourism brand campaign" - Fill Your Heart with Ireland campaign is already up and running in December 2018.)