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What we do

Tourism Ireland is responsible for marketing the island of Ireland overseas as a holiday and business tourism destination.

We devise and deliver marketing programmes in over 20 markets across the world, reaching an audience of up to 200 million potential visitors each year. Targeted marketing activity includes advertising online, on TV and outdoor sites, in cinemas and in newspapers and magazines, eMarketing, overseas publicity, co-operative marketing with carriers and other partners and promotions to the travel trade and consumers.

Priority markets

Priority markets for the island of Ireland are Great Britain, the United States, Germany and France which together deliver the majority of our overseas visitors. Promotional programmes are also rolled out in a further eighteen markets across the world, including Northern and Southern Europe, Australia, New Zealand, South Africa and the Middle East, as well as in key markets of the future like China, India, Russia and Brazil.

Promotional opportunities overseas for Industry partners

Each year, Tourism Ireland provides a wide range of opportunities to island of Ireland tourism industry partners to promote their businesses alongside us overseas.  Further information is available at

Overseas publicity

Working with overseas travel, lifestyle and special interest media is an important element of the overseas promotional programme. In 2014, thousands of opportunities were created for potential visitors around the world to read, hear or watch positive messages about the island of Ireland. Tourism Ireland estimates that this exposure is worth an estimated €280/£240 million in equivalent advertising value.

Working with the travel trade

Tourism Ireland also works with the international travel trade to help influence overseas consumers to visit the island of Ireland.  Partners include traditional and online tour operators, travel agents - including leading consortia, and online intermediaries and websites popular with potential leisure and business travellers. Tourism Ireland undertakes an extensive programme of familiarisation or fact-finding visits for tour operators and travel agents from key markets each year, to enthuse them about the superb tourism experience to be enjoyed here and empower them to sell the destination even more successfully when they return home.

Air and sea services

As an island destination, strong air and sea access links are vital for continued tourism growth. Tourism Ireland works closely through co-operative marketing with air and sea carriers, ports and airports, and other partners to drive demand for new and existing air and sea routes and to case-make for the introduction of strategically important new inbound services.

Sharing market knowledge

Tourism Ireland also helps to influence tourism product development here on the island of Ireland by sharing our insights on global tourism trends and the changing needs of overseas consumers with the Tourist Boards and with other tourism industry partners.