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18 Nov 2015

Chinese celebrity films new promotional video for the island of Ireland

Tourism Ireland teams up with leading Chinese travel company Tuniu to create new video

Tourism Ireland has teamed up with Tuniu Corp, one of the leading online travel companies in China, to create a new Ireland video. The video will be used to promote Tuniu’s new seven-day Ireland programme in China.

The joint promotion involved Chinese “netizens” voting for the local celebrity of their choice, via WeChat (Chinese micro messaging service). The celebrity chosen was Lin Meng Jiao, who then travelled to Ireland with a film crew to create the tourism video. They filmed around the island of Ireland last month – including at places like Trinity College, the Giant’s Causeway, Titanic Belfast, Powerscourt Gardens, Glendalough, Bunratty Castle and Birr Castle.   

Founded in 2006 in the eastern Chinese city of Nanjing, Tuniu is one of the top online travel agencies in China, selling both group and individual package tours to millions of Chinese travellers. A key element of Tourism Ireland’s promotional activity in China, to grow our share of this rapidly-growing tourism market, involves working with leading travel agents and tour operators, as well as with TV crews and lifestyle media, to raise awareness about the island of Ireland.

Amanda Burns, Tourism Ireland’s manager for Asia, said: “China is an important emerging travel market and one that Tourism Ireland is committed to growing over the coming years. Working with leading online travel agencies like Tuniu Corp is a key element of our annual promotional programme in China. Our objective is to increase awareness of the island of Ireland, to help secure a greater share of the 4 million Chinese visitors who travel to Europe each year. Tourism Ireland aims to grow the number of Chinese visitors to the island of Ireland to 50,000 per year, by 2017.”

Tourism Ireland has offices in Shanghai, Beijing, Guangzhou and Chengdu. As well as working closely with Chinese media, the organisation also undertakes co-operative promotions with key partners – including airlines and the travel trade.

  Zhang Zhe (cameraman), Mu Ran (photographer), Chinese celebrity Lin Meng Jiao and Wang Yi (coordinator), during filming at the Giant’s Causeway.

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 8.4 million overseas visitors to the island of Ireland, delivering revenue of €4.1 billion.
  • Tourism Ireland’s international website is, 29 market sites available in ten language versions around the world, which will attract more than 16 million visitors in 2015.