A massive audience of about 4.5 million TV viewers around Britain has been tuning in to images of Ireland every Monday, on ITV’s brand new series, James Nesbitt’s Ireland. Well-known actor James Nesbitt is presenting the eight-part series; he says the island of Ireland is “steeped in history, culture and characters. This is a country with heart and with soul”. He personally guides the viewers through life around the island of Ireland, touching on our culture, history and people and visiting places that are particularly close to his heart along the way.
The fourth episode in the series of Nesbitt’s journey around Ireland will air at 8pm this evening, this week focusing on the west of Ireland – including Dingle, Galway and Lisdoonvarna. Tourism Ireland is capitalising on this wonderful exposure, highlighting the airing of the series with a specially-created page on its website and the headline “Homeward bound – James Nesbitt’s Ireland”. Tourism Ireland in London worked with ITV last year, helping to research locations and ideas for the series.
Niall Gibbons, Tourism Ireland’s chief executive, said: “The publicity value of a programme like ‘James Nesbitt’s Ireland’ is incalculable; it really is an excellent way of showcasing the island of Ireland to a huge, nationwide audience of potential holidaymakers across Britain. Great Britain is the largest and most important market for tourism to the island of Ireland, delivering almost half of all our total overseas visitors. Tourism Ireland is rolling out the new ‘GB Path to Growth’ strategy, which aims to return this all-important market to sustained growth. We are targeting new groups that are receptive to the type of experience the island of Ireland can offer and raising awareness of the many things to see and do here – underpinned by a strong value message.”
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.