Ireland has taken a significant step in strengthening its tourism relationship with China, following the signing of a new Memorandum of Understanding (MoU) between Tourism Ireland and Trip.com Group in Shanghai. The agreement was signed during a visit to China by Taoiseach Micheál Martin, underscoring the strategic importance of the Chinese outbound tourism market to Ireland’s long-term tourism growth. 

Trip.com Group, one of the world’s leading online travel platforms, operates globally recognised brands including Trip.com and Ctrip, serving travellers across 50 countries and regions. As a key strategic partner of Tourism Ireland, Trip.com brings unparalleled reach, data insights, and AI-driven marketing capabilities – connecting destinations with high-value, long-haul travellers. The Taoiseach’s visit also included engagement with Hainan Airlines, which operates direct flights between Beijing and Dublin, and a Tourism Ireland business luncheon in Shanghai attended by Chinese travel trade and media partners. 

Speaking at the signing, Alice Mansergh, CEO of Tourism Ireland, highlighted the importance of the partnership in supporting the Government’s Action Plan on Market Diversification and inspiring visitor demand from valued markets such as China. 

Opportunity Brings Responsibility 
While national partnerships and improved connectivity are critical, the visitor experience ultimately depends on frontline tourism and hospitality businesses. 
Chinese travellers are diverse, discerning, and experience-led. They value cultural respect, service quality, and a sense of being genuinely welcome. Businesses that understand these expectations are far more likely to benefit from repeat visits, positive recommendations, and long-term commercial success. 

Supporting Industry to Be ‘China Ready’ 
At the Centre for Competitiveness, we work with tourism and hospitality providers to build the cultural awareness and practical capabilities needed to serve this market effectively. 

Our Be China Ready Workshop supports organisations and destination groups to: 
– Understand Chinese travel motivations and market segments 
– Adapt services, standards, and communication styles 
– Create and manage a distinctive ‘Ireland Welcome’ for Chinese visitors 

As Ireland deepens its engagement with China at a national level, preparing businesses on the ground will be essential to turning opportunity into impact. With Lunar New Year 2026 (Year of the Horse) approaching, now is the time for Irish tourism providers to align with this momentum and position themselves for success. 
Learn more about the Be China Ready Workshop: