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13 Dec 2016

4+ million Britons read about Wicklow and its ‘Vikings’ connections

An article highlighting Wicklow as the stunning filming location for the TV series Vikings appeared in The Sun newspaper in Britain over the weekend, profiling this part of Ireland to more than 4 million readers – or potential British holidaymakers for Wicklow and Ireland. 

Tourism Ireland in London, in conjunction with Fáilte Ireland, invited journalist Rob Lewis to visit Ireland last October. The resulting article featured great images of places like Glendalough and described the “stunning set” and “awe-inspiring landscape” which features in the popular TV drama series. Rob Lewis also wrote about Waterford’s Viking Triangle, the city’s “cultural and heritage quarter”, in the article.

David Boyce, Tourism Ireland’s Deputy Head of Britain, said: “We are delighted with the excellent exposure for Wicklow and Waterford in The Sun, which is an great way of highlighting Ireland’s Ancient East to a large audience of potential holidaymakers in Britain. Publicity is an important element of our overall promotional programme, helping to raise awareness through the British media of the many things to see and do on a holiday around the island of Ireland.” 

David Boyce continued: “2016 has been a good year for visitor numbers to the island of Ireland from Britain, with the latest CSO figures showing an increase of almost +12% for January to October. Since the UK referendum on Brexit, Tourism Ireland has been closely monitoring developments in the British outbound travel market. As our nearest neighbour and our largest market for overseas tourism, Britain will remain a priority for us. The depreciation of sterling against the euro since the referendum means that value for money will be a key message for us in Britain next year. In 2017, Tourism Ireland will continue to work with our industry partners to highlight the ease of getting to the island of 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 9.5 million overseas visitors to the island of Ireland, delivering revenue of €4.9 billion.
  • Tourism Ireland’s international website is, 29 market sites available in 11 language versions around the world, which attracted more than 16.6 million visitors in 2015.