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22 Mar 2013

Score for tourism!

Tourism Ireland capitalises on World Cup qualifier to boost tourism from Sweden

Sweden takes on the Republic of Ireland in the qualifying campaign for the 2014 World Cup this evening and Tourism Ireland is pulling out all the stops to capitalise on the tourism potential of this high profile sporting event.

With lots of exposure and ‘hype’ about Ireland through the media in Sweden this week, the match is providing Tourism Ireland with a wonderful opportunity to highlight Ireland as a wonderful holiday destination for Swedes, as well as a top location for sporting events – and to encourage Swedish football fans to make the trip to Ireland this September for the return game in Dublin.

Five days ago – on St Patrick’s Day – Tourism Ireland arranged for the venue of this evening’s match, the Friends Arena in Stockholm, to be illuminated in green and it has remained green every night since then (until this evening when it will revert to the Swedish colours!). Tourism Ireland is undertaking a busy promotional programme, to capitalise on the tourism potential the game offers, which includes targeting football fans through a competition in partnership with the Swedish FA, a competition on the Tourism Ireland website, as well as online advertising on websites popular with soccer fans. Irish food and drink will be on offer this evening in the Friends Arena and Tourism Ireland has also invited influential Swedish tour operators and travel writers to attend the game.

Caroline Brunel, Tourism Ireland’s manager for the Nordic region, said: “This evening’s match is an excellent opportunity for us to raise the profile of Ireland in Sweden and we have put a busy promotional programme in place this week, to capitalise on the wonderful exposure. Coming so soon after St Patrick’s Day when we ‘greened’ the Friends Arena, the venue of the match in Stockholm, it’s a really great ‘hook’ to deliver the message that there has never been a better time for Swedish people to visit the island of Ireland.”