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17 Sep 2015

Highlighting the island of Ireland to 600,000 commuters in New York, Boston and Philadelphia

Wrap on Metro newspapers in three US cities promotes Ireland vacations

Tourism Ireland wrapped Metro newspapers in New York, Boston and Philadelphia this week – with attractive, four-page wraps highlighting great reasons to travel to the island of Ireland in the October to March period to about 600,000 commuters.

Alison Metcalfe, Tourism Ireland’s head of North America, said: “We have seen very strong growth of +15% in American and Canadian visitors to Ireland for the first seven months of 2015. We are determined to keep that momentum going and ensure that growth continues. Our extensive autumn campaign is now in full swing and aims to take advantage of late booking trends, as there is still plenty of business to play for.” 

The United States is an extremely important market for tourism to the island of Ireland and 2015 looks set to be another record year, with the most recent CSO figures showing growth of +15% in visitors from North America for January to July, almost 111,000 extra visitors compared with the same seven-month period in 2014. Tourism Ireland is determined to ensure that growth continues and the organisation has an extensive programme of promotions under way this autumn. Activity in the United States includes online advertising to engage our ‘culturally curious’ and ‘social energiser’ audiences; sales blitzes targeting hundreds of travel agents in the cities of Minneapolis, Denver, Dallas, Los Angeles, Santa Barbara and San Francisco; print and online advertising with the various airlines serving the island of Ireland; as well as a busy programme of email marketing, social media activity and publicity.
Tourism Minister Paschal Donohoe (second left) with Alison Metcalfe and Niall Gibbons, both Tourism Ireland, with the New York edition of Metro ‘wrapped’ with an Ireland vacation message.

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 8.4 million overseas visitors to the island of Ireland, delivering revenue of about €4.1 billion. 
  • 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.