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12 Apr 2016

Ciao Ireland!

113 million Italians see Ireland promotion in Milan and Brescia metro stations

Tourism Ireland’s latest promotion is under way in Italy right now – with billboard ads highlighting Ireland in the metro stations of Milan and Brescia, reaching an estimated 113 million commuters.

Tourism Ireland has once again teamed up with eDreams, one of Italy’s top online travel agents, in a joint campaign to promote Ireland to affluent commuters, with attractive offers encouraging them to book their Irish holiday on eDreams, a popular booking platform in Italy. The poster ad shows a stunning image of the Cliffs of Moher and features an attractive offer for a short break – reminding Italians why they should put Ireland on their holiday wish-list for 2016.

As well as the metro ads, the campaign is also highlighting holidays in Ireland through email marketing to hundreds of thousands of travellers throughout Italy on the eDreams database, as well as online advertising on the eDreams site.

In 2015, we welcomed about 321,000 Italian visitors to Ireland, up +25% on 2014.

Niamh Kinsella, Tourism Ireland’s Manager in Italy, said: “Italy is an important market for tourism to the island of Ireland and we have seen excellent growth in Italian visitor numbers so far again this year, with the latest CSO figures indicating growth of +6% for the December 2015 to February 2016 period. Tourism Ireland is determined to ensure that growth continues and we are rolling out a busy programme of promotions in Italy this year. Co-operative campaigns with key partners, like this one with eDreams, are an important element of that programme, to boost travel to Ireland in 2016.”

Billboard ad in Milan metro, highlighting the Wild Atlantic Way and attractive offers for a weekend break in Ireland.


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 220,000 people.
  • In 2015, we welcomed approximately 9.3 million overseas visitors to the island of Ireland, delivering revenue of about €4.7 billion.
  • Tourism Ireland’s international website is, 29 market sites available in ten language versions around the world, which attracted about 16.5 million visitors in 2015.