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10 May 2016

640,000 Swedes read about Northern Ireland

Belfast and the Causeway Coast highlighted in popular Swedish newspaper

A major, 23-page article showcasing Belfast and the Causeway Coastal Route appeared in a recent edition of Swedish newspaper Aftonbladet.

Aftonbladet is one of the largest daily newspapers in Scandinavia, with about 640,000 readers (and millions more readers online). Tourism Ireland in the Nordic Region, in conjunction with Tourism NI, invited journalist Katarina Arvidson to visit last July. The resulting article featured wonderful images of places like Titanic Belfast, SS Nomadic, the Cathedral Quarter, the Old Bushmills Distillery and the Peace Bridge in Londonderry. It included dedicated sections on Northern Ireland’s food and drink scene, festivals, history and culture, as well as lots of great ideas and suggestions for places to stay and visit – and even James Nesbitt’s “bästa tips” (top tips).

Aileen Hickey, Tourism Ireland’s Manager for the Nordic region, said: “We are delighted with the excellent coverage in Aftonbladet Resa, which is an excellent way of showcasing Belfast and the Causeway Coast 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 Northern Ireland.”

Aileen Hickey continued: “Latest NISRA figures indicate that we welcomed an additional +14% visitors from Mainland Europe to Northern Ireland in the first nine months of 2015. Tourism Ireland is determined to ensure that growth continues and we are rolling out an extensive programme of promotions throughout 2016. As well as targeting the many Game of Thrones fans around Scandinavia, we are also highlighting The Gobbins Cliff Path, while continuing to place a major focus on other iconic experiences like Titanic Belfast, the Giant’s Causeway and our unique National Trust properties. Throughout 2016, we are also placing a major focus on highlighting the superb food scene in Northern Ireland.”


Notes To Editors

  • Tourism Ireland is the organisation responsible for promoting Northern Ireland and the island of Ireland overseas as a leading holiday destination.
  • Tourism is responsible for in excess of 5.2% of GDP in Northern Ireland and supports approximately 43,000 jobs.
  • In 2015, we welcomed about 1.9 million overseas visitors to Northern Ireland, delivering revenue of about £454 million.
  • Tourism Ireland’s international website is, available in ten different language versions for over 30 individual markets around the world. In 2015, attracted about 16.6 million visitors.