Riviera Travel is to make the Irish market its “launchpad for global growth” as it reveals year-on-year increases in passenger numbers and revenues in the destination.
The tour operator aims to expand departure options in Ireland through more regional air partnerships – a strategy already successful in the UK – and significantly increase the number of fam trips for Irish agents as part of its focus on the Irish market.
It has also appointed an Ireland country manager, Carrie Day, to help strengthen trade ties in the country, and announced it will be advertising on TV during July and August as it makes the country central to its international expansion plans.
The plans follow strong trading success in Ireland for its range of European tours, solo travel and river cruises, with passenger numbers up 64% year on year and revenues up 74%.
The operator said it viewed Ireland not just as a sister market to the UK, where it has strong roots, but as a “strategic launchpad for global growth”.
Chief executive Phil Hullah said: “Ireland represents the perfect blend of opportunity and partnership for Riviera Travel. With strong agent relationships, a growing and engaged customer base, and clear appetite for our evolving product range, this market is not just thriving, it’s leading. What we’ve achieved so far is just the beginning. We’re investing for the long term, and Ireland will be central to our global growth journey.”
Vicky Billing, director of trade and partnerships, credited the operator’s success in Ireland to the travel trade and said bookings for solo travellers represented its fastest-growing segment.
She said: “Ireland has always been an important market for Riviera. The Irish market is dynamic, loyal, and incredibly agent-driven, trade has been the crux of our success here.
“Our travel agent partners are not only trusted advisers to their customers but also trusted advisers to us. Their local expertise, deep customer relationships, and ability to unlock new segments are absolutely central to our expansion plans. What’s next? We’re just getting started.”
The appointment of a dedicated country manager is aimed at increasing support for Irish agents.
Day said: “We are making some significant changes to directly support agency growth, including my appointment. I will be working closely with Vicky [Billing] to lead local strategy and deepen trade relationships.”
On plans for more educationals, Billing added: “We will be significantly increasing the number of fam trips to help Irish agents better understand our product.
“We’ll also expand trade support through Riviera Explorer, our online training platform, and we have an exciting incentive this September.”
Increased media spend will also see the brand back on TV to increase consumer awareness. Ads will include an agent call to action to drive holidaymakers to agents and help trade conversions.
“Everything we’re doing is designed with agents in mind,” said Billing, who added: “From streamlined training and resources to immersive fams and fast-turnaround support, our goal is to make it as easy as possible for agents to sell Riviera confidently and profitably. Ireland will remain at the heart of our international growth story.”
The operator recently launched Riviera Rose, sailing the Douro, and Riviera Radiance, on the Danube. In early 2026, the fleet will be joined by Riviera Resplendence on the Rhine, while further ships are planned in future.
It now offers ten top-selling European tours tailored to the Irish market, including Lake Maggiore, Orta & the Matterhorn Hidden Italy: Padua, Vicenza & Mantua Puglia & Basilicata: Lecce, Alberobello & Matera.
