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28 May 2015

Highlighting Fermanagh and Northern Ireland to ‘culturally curious’ in Great Britain

Tourism Ireland sponsors International Beckett Season at the Barbican

Tourism Ireland has teamed up with the Barbican in London, Europe's largest multi-arts venue, to highlight Fermanagh and Northern Ireland to its ‘culturally curious’ audience in Great Britain.

Tourism Ireland is sponsoring the International Beckett Season, a three-week celebration of one of our greatest playwrights and authors. The promotion involves Tourism Ireland targeting its ‘culturally curious’ audience, and fans of Beckett in particular, on TimeOut – the hugely popular online guide to London which receives more than 6.4 million visits each month – with a competition to win a trip to this year’s Happy Days Enniskillen International Beckett Festival.

The promotion also includes email marketing to the Barbican database (90,000 subscribers); social activity; as well as Tourism Ireland’s logo on promotional literature for the Barbican season, including on leaflets distributed in London’s West End theatres and on posters in the Barbican. Tourism Ireland’s message is that Northern Ireland is a cultural hub, with world-class events, festivals and talent.

Vanessa Markey, Tourism Ireland’s head of Great Britain, said: “We are delighted to partner with the Barbican whose ‘culturally curious’ audience is very much aligned to our own target market. We know that festivals like the Happy Days Festival are a great hook for travel. The ‘culturally curious’ travellers are typically independent, active sightseers, looking to visit new places and expand their experience by exploring culture, history and landscapes. Our promotion with the Barbican fits very well with this important demographic and is aimed at boosting travel to Fermanagh and Northern Ireland.”

Competition highlighting Northern Ireland on TimeOut.

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 2014, we welcomed an estimated 8.6 million overseas visitors to the island of Ireland, delivering revenue of about €4.26 billion. Overseas tourism business accounts for 59% of all tourism revenue.
  • Tourism Ireland’s international website is, available in ten different language versions for over 30 individual markets around the world. In 2014, attracted about 14.25 million visitors.