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09 Nov 2015

Swedish fashion magazine showcases Glendalough

50,000 Swedes see images of Wicklow landscape in popular women’s magazine

A 12-page fashion spread, shot in Glendalough this summer, features in the latest edition of StyleBy, a popular fashion magazine in Sweden, with some 50,000 readers per edition. This is the second major feature showcasing Wicklow in StyleBy.

This month’s feature appears under the headline “welcome to the dark side” and includes lots of wonderful photos of Glendalough. The beautiful Wicklow countryside was an ideal backdrop for the fashion shoot and the author describes “Irlands rika och sagolika natur” (Ireland’s rich and fabulous nature).

Tourism Ireland in the Nordic region invited the StyleBy models and crew to stage three different fashion shoots in Wicklow, last July. Aileen Hickey, Tourism Ireland’s manager Nordic Region, said: “Ireland is renowned for its beautiful and natural landscape, so Tourism Ireland invited StyleBy magazine to use the dramatic beauty of Wicklow as the backdrop for three autumn fashion shoots. With about 50,000 readers, this positive exposure for Wicklow is invaluable, showcasing the beautiful scenery and positioning Wicklow as a highly desirable and fashionable place to visit for Swedish travellers.

“The Nordic Region is an important market for tourism to the island of Ireland and we have seen strong growth in Nordic visitors numbers this year, with the most recent CSO figures showing an increase of +19% for July to September. We are determined to ensure that tourism growth continues. We have a really extensive autumn campaign in full swing right now – aimed at boosting late-season travel to Ireland from Scandinavia and elsewhere around the globe.”


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 about €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.