800,000 Swedes to Tune in to Ireland

12 Aug 2011

800,000 TV viewers across Sweden will tune in to images of Dublin and Wicklow this autumn, when it features on a popular travel programme called Resebyrån (meaning ‘The Travel Agent’). 

Tourism Ireland in the Nordic region, together with Fáilte Ireland, invited Swedish TV station SVT to come and film here last week, at various locations around Dublin and Wicklow; the footage they shot here will result in a 30-minute programme dedicated entirely to Ireland.  The programme will air this autumn as the first in a nine-part series of the popular travel programme, fronted by popular Swedish TV presenter Joachim Vogel.  It will focus on our rich storytelling heritage and will showcase places like Kilmainham Gaol, the Guinness Storehouse, Glendalough, the Sally Gap and Avoca.

Aoife Kernan, Tourism Ireland’s manager in the Nordic region, said: “This is a really effective way of getting exposure for the island of Ireland and raising awareness of the many things to see and do on holidays here.  Resebyrån is a very popular programme and the footage captured by the TV crew in Dublin and Wicklow will be seen by a huge audience across Sweden.  TV and film are recognised as strong influencers for prospective holidaymakers and we regularly work with TV companies to facilitate the making of travel and lifestyle programmes in Ireland.  The publicity value of a TV show like this is incalculable – it is a great way of promoting our tourism offering to a wide audience across Sweden.”

Joachim Vogel, presenter of popular Swedish travel programme Resebyrån, 
pictured during filming in Glendalough, Co Wicklow, with camera man Tobias Ehrnvall.

Further media information:
Sinéad Grace, Tourism Ireland 
t: 087 685 9027
e: sgrace@tourismireland.com 

Notes to Editors:
• Tourism Ireland is the organisation responsible for promoting the island of Ireland overseas as a leading holiday destination.
• Tourism is the island of Ireland’s largest indigenous industry; responsible for in excess of 4% of GNP in the Republic of Ireland and employing approximately 200,000 people.
• Approximately 6.9 million overseas visitors came to the island of Ireland in 2010, delivering revenue of approximately €3 billion.  Overseas tourism business accounts for 59% of all tourism revenue.
• Tourism Ireland’s international website is www.discoverireland.com; there are 42 different websites, providing information in 14 different languages covering every continent.  In 2010 discoverireland.com attracted almost 12 million unique visitors.


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