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30 Oct 2015

Promoting Ireland’s Ancient East ‘Down Under’

1.5 million Australians to read all about Ireland’s Ancient East in weekend newspapers

More than 1.5 million Australians will be reading all about Ireland’s Ancient East in their newspapers this weekend. Tourism Ireland has arranged for a feature about Ireland’s Ancient East to appear in the Sydney Morning Herald (about 930,000 readers) and The Age newspaper in Melbourne (633,000 readers). 

The article describes the “magic of Ireland’s Ancient East”, its “historic heartlands”, “land of 5000 dawns” and “Celtic coast” and features photos of places like Waterford and the Rock of Cashel. 

Sofia Hansson, Tourism Ireland’s manager Australia, said: “Tourism Ireland’s promotions in Australia right now aim to capitalise on the important ‘early bird’ booking season for 2016. Our article in the weekend newspapers in Sydney and Melbourne will help inspire Australian travellers to put Ireland, and Ireland’s Ancient East, on their holiday ‘wish-list’ for next year. We believe this exciting new tourism experience has great potential among Australian travellers, particularly for our ‘culturally curious’ audience.” 

2014 was a record year for visitor numbers from Ireland’s long-haul markets. And indications for 2015 are also very positive, with this week’s CSO figures confirming that it was the best ever January to September period for visitors from Australia and developing markets, +11% on the same nine-month period in 2014. Tourism Ireland is determined to ensure that growth continues and the organisation’s busy autumn campaign is in full swing.

Feature highlighting Ireland’s Ancient East in the Sydney Morning Herald and The Age newspaper (Melbourne).

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.