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01 Nov 2016

Tourism Ireland teams up with world’s largest travel community on Instagram to promote the Walled City of Derry

Millions of people worldwide to see images and videos of Londonderry

Tourism Ireland has teamed up with Beautiful Destinations – the world's largest travel and lifestyle community on Instagram, with a massive 7.4 million global followers – in its latest promotion for Londonderry and Northern Ireland.

Tourism Ireland invited content creator James Relf Dyer, from Beautiful Destinations, to visit Derry over the weekend, to experience – and promote – the famous Banks of the Foyle Halloween Carnival. During his time in the city, James captured ‘in the moment’ images and videos and then posted them to the live Instagram Stories on the Beautiful Destinations Instagram page. These Live Stories are estimated to have reached up to 2 million people worldwide, showcasing Derry to ‘social energisers’ everywhere as THE place to celebrate Halloween.

In addition to the Live Stories over the weekend, James continues his journey in Northern Ireland today (1 November), capturing more beautiful images and footage – that will be used to promote Northern Ireland on the Beautiful Destinations and Tourism Ireland Instagram pages during the month of November. He’s travelling along the Causeway Coastal Route and visiting some of our iconic sites, including the Giant’s Causeway, Carrick-a-rede Rope Bridge, Ballintoy and Glenariff Forest Park. He’s also going to take in the famous Dark Hedges and Belfast.

Julie Wakely, Tourism Ireland’s Deputy Head of Great Britain, said: “Our partnership with Beautiful Destinations is a fantastic opportunity to showcase Londonderry and Northern Ireland to a huge audience of prospective holidaymakers. With a massive 7.4 million followers, Beautiful Destinations is the world’s largest inspirational travel account on Instagram – and the perfect platform to inspire those followers to come and check out Northern Ireland for themselves.

“Social media is a hugely important element of our promotional programme and Tourism Ireland has been working hard to maximise the impact of social media, to highlight Northern Ireland and inspire potential holidaymakers everywhere to come and visit.”

Beautiful Destinations is the award-winning agency behind the world’s largest travel and lifestyle community on Instagram, Facebook and Snapchat – specialising in photography, drone and video creation for a mobile, millennial audience.

James Relf-Dyer, at only 19, is one of the UK’s most successful Instagram travel photographers. Over the past year, he's gained an audience of over 190,000 on Instagram, who follow his adventures around the world.

  James Relf Dyer, from Beautiful Destinations, visits the walled city of Derry and experiences the Banks of the Foyle Halloween Carnival.

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 almost 2 million overseas visitors to Northern Ireland, delivering revenue of about £484 million.
  • 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.


Previous Press Release

28 Oct 2016

Canadian travel professionals check out Ireland