29 Sep 2011

One of Co Clare’s most popular visitor attractions will be seen by up to nine million TV viewers across Japan at the end of 2011. A TV crew – filming for one of the most popular travel shows on Japanese television, called Another Sky, was invited here this week by Tourism Ireland in Tokyo. They spent time in Co Clare and captured footage at the Cliffs of Moher, which will air as part of a special New Year’s version of the programme.

Another Sky is a travel documentary which airs on primetime TV in Japan every Friday. It features famous people introducing their “favourite place in the world” and this is the first time it has filmed here. The Irish episode will see Hitomi Kuroki – one of Japan’s most successful actresses, famed for her award-winning performance in Japanese movie Lost Paradise – showcasing the Cliffs of Moher as her favourite attraction in the world. Tourism Ireland anticipates that this coverage will help to significantly boost awareness of Co Clare and the island of Ireland as a fantastic holiday destination among the Japanese public.

Amanda Burns, Tourism Ireland’s Manager Asia, said: “The majority of our overseas visitors are from the core markets of Great Britain, Mainland Europe and North America, and while this will continue, it is important that we expand our focus beyond these markets and look to the long-term opportunities presented by markets in Asia like Japan. This travel programme is an excellent way to showcase Co Clare to a huge audience of potential Japanese holidaymakers. We regularly work with overseas TV and production companies to facilitate the making of travel and lifestyle programmes and films in Ireland. The publicity value of a TV show like this is incalculable – it is a great way of promoting our tourism product to a wide audience.”

 TV and film are extremely strong influencers on prospective visitors to Ireland; while around half of our visitors from overseas say that word of mouth influenced their decision to come here, another 20% say they were influenced by film and a further 14% by travel programmes on TV (source: Visitor Attitude Survey 2010, Fáilte Ireland). Promotional tie-ins with film and TV productions offer a cost-effective way to reach mass audiences, raising awareness of the island of Ireland as a holiday destination in a longer-term campaign to attract more visitors.


Further media information:
Sinéad Grace, Tourism Ireland  
Tel:  087 685 9027

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 6.7 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.



Who's Who

Search for Tourism Ireland Contacts