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08 Apr 2014

4.5 million British TV viewers tune in to Ireland on ITV’s ‘James Nesbitt’s Ireland’

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, CEO of Tourism Ireland, 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 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.”