3 Million Swedes to Read About Dublin and Kilkenny

09 Sep 2013

Four top Swedish travel writers visited Dublin and Kilkenny over the weekend, as guests of Tourism Ireland and Fáilte Ireland. Representing a number of online and print publications, with a combined audience of over 3 million people – or potential Swedish holidaymakers – the writers were here to attend the Ireland v Sweden World Cup qualifier in Dublin’s Aviva Stadium and to experience some of the many things to see and do here which appeal to Swedish holidaymakers.

The group kicked off their visit in Dublin, taking in places like the Guinness Storehouse, the Croke Park Museum and the Old Jameson Distillery, as well as enjoying a walking tour of the city with tour guide Pat Liddy. Then it was on to Kilkenny, with a stop at Nowlan Park where they experienced ‘The Kilkenny Way’ of hurling. Their itinerary also included a guided tour of the St Francis Abbey Brewery, a bodhrán session at Kyteler’s Inn and a tour of medieval Kilkenny.

Caroline Brunel, Tourism Ireland’s manager for the Nordic region, said: “Tourism Ireland was delighted to invite this influential group to visit Ireland. For some of the journalists, it was their first time here and they were extremely impressed by our rich heritage, the many things to see and do, as well as by the hospitality and friendliness of the people they met. Visits like this are very important; they are a really effective way for us to get positive exposure for Ireland through the media in Sweden. The publicity value of the articles these journalists will produce when they return home is fantastic – they will be read by about 3 million potential holidaymakers around Sweden, helping to encourage more people to come here and experience Ireland for themselves.”

Mainland Europe is an increasingly important market for tourism to the island of Ireland and in 2013 Tourism Ireland aims to welcome almost 2.5 million European visitors.

Lorraine Caffrey, Smithwick's Brewery Tour (left) and Niall Corcoran, Tourism Ireland (second right), with Swedish journalists Jonas Terning, Magnus Hagström, Mats Gunnar Svensson and Jonas Henningsson, at the St Francis Abbey Brewery in Kilkenny.


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.
• In 2012, an estimated 7.27 million overseas visitors came to the island of Ireland, delivering revenue of approximately €3.51 billion. Overseas tourism business accounts for 59% of all tourism revenue.
• Tourism Ireland’s international website is www.ireland.com, currently rolling out in 11 different language versions for over 30 individual markets around the world.
• ‘The Gathering Ireland 2013’ is Ireland’s biggest ever tourism initiative, consisting of a year-long programme of festivals, events and gatherings in every part of the country; Tourism Ireland has an extensive programme of promotions under way to highlight ‘The Gathering Ireland 2013’ around the world, working closely with the ‘Gathering’ project team.


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