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16 Apr 2014

Tourism promotion targets millions of French commuters

Millions of French commuters have been seeing ads for Ireland on large billboard posters as they pass through the busy metro stations of Paris, as well as on smaller billboard ads dotted around Paris and other major cities in France.

Tourism Ireland has teamed up with one of the main online French travel agents – Go Voyages – for its largest ever joint promotional campaign in France. Almost 700 billboard ads have been prominently displayed in metro stations across the French capital, grabbing the attention of commuters with spectacular images of the Wild Atlantic Way and the Giant’s Causeway and featuring attractive offers for a weekend break – reminding them why they should put the island of Ireland on their holiday wish-list for 2014.

The campaign – which runs until mid-May – has been very successful to date, with Go Voyages already reporting a significant increase in both enquiries and bookings for holidays to Ireland this summer. Other campaign activity includes online advertising, a dedicated Ireland page on the Go Voyages and Opodo websites, as well as email marketing to prospective holidaymakers.

France is one of our ‘top four’ tourism markets, delivering about 439,000 visitors to the island of Ireland last year. Séverine Lecart, Tourism Ireland’s e-marketing executive in France, said: “2013 was a record year for French visitors to Ireland and we are undertaking an extensive programme of promotions throughout 2014, to keep the momentum going and build on that growth. Our spring campaign with Go Voyages is an important element of that programme, to boost travel to the island of Ireland; and I am delighted to see that the campaign is already performing well, with Go Voyages reporting a strong increase in both enquiries and bookings for holidays to Ireland.”

Tourism Ireland recently unveiled a new strategy to grow visitor numbers from France and Germany over the coming three years. The plan, ‘Germany and France – A Strategy for Growth’, sets out challenging and ambitious targets, which will see the number of French visitors to the island of Ireland grow to 512,000 (+17%) by 2016.

Over 19 million potential French holidaymakers have seen advertising for Ireland this spring. Tourism Ireland’s TV ads – featuring the Wild Atlantic Way and the Causeway Coastal Route – have been airing around prime time programmes on popular channels like TF1, France2 and France3, as well as on a number of satellite channels. Working closely with airlines and the travel trade in France is also a key priority for Tourism Ireland; co-operative campaigns with carriers, including Irish Ferries, Brittany Ferries, Aer Lingus, Ryanair and EasyJet, are promoting flights and ferry services to Ireland. 

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 2013, we welcomed an estimated 8 million overseas visitors to the island of Ireland, delivering revenue of approximately €3.64 billion. Overseas tourism business accounts for 59% of all tourism revenue.
  • Tourism Ireland’s international website is, currently rolling out in 11 different language versions for over 30 individual markets around the world.