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02 Feb 2016

370,000 Swedes read about Cork and Kerry and the Wild Atlantic Way

A three-page article highlighting Cork and Kerry appeared in a recent edition of a major Swedish newspaper, profiling the destination to some 370,000 readers – or potential Swedish holidaymakers for Ireland.

Svenska Dagbladet is a daily newspaper in Sweden and Tourism Ireland and Fáilte Ireland invited journalist Emma V Larsson to visit Ireland last autumn. The resulting article appeared under the headline “9 måsten på Irlands sydvästra hörn” (meaning “9 must-dos in Ireland’s South West”).

The article featured great images of places like the Gap of Dunloe and Inch Beach. It recommended hiking Carrauntoohil, dolphin- and whale-watching in Baltimore, surfing at Inch beach and horse riding in the Gap of Dunloe. It said that “few places are as beautiful as Inch Beach (“få platser är så vackra som Inch Beach”) and described Dingle as “this charming gem” (“denna charmiga pärla”). The author wrote that Kinsale is a “postcard pretty little town (“vykortsvackra lilla staden”), which is renowned for its culinary experiences (“omtalad för sina kulinariska upplevelser”) and also mentioned Sin É on Coburg Street in Cork city and its “authentic atmosphere” (“genuin stämning”).

Aileen Hickey, Tourism Ireland’s Manager for the Nordic Region, said: “We are delighted with the excellent coverage in Svenska Dagbladet, which is an excellent way of showcasing the South West to a large audience of potential holidaymakers in Sweden. Publicity is an important element of our overall promotional programme, helping to raise awareness through the Swedish media of the many things to see and do on a holiday in Ireland.”

Aileen Hickey continued: “2015 was an excellent year for visitor numbers to Ireland from the Nordic Region, with the most recent CSO figures showing an overall increase of +17% over 2014. Tourism Ireland will roll out an extensive programme of promotional activity throughout 2016 – to keep the momentum going and build on that growth.”


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 2015, we welcomed more than 8.6 million overseas visitors to Ireland, delivering revenue of about €4.2 billion.
  • Tourism Ireland’s international website is, 29 market sites available in ten language versions around the world, which attracted more than 16.6 million visitors in 2015.