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17 Apr 2017

Oh là là! Ireland takes to the Paris metro in new tourism campaign

Millions of commuters will see ads highlighting great airfares to Dublin with French airline Transavia

Millions of French commuters will see ads for Ireland on large billboard posters as they pass through the busy metro stations of Paris, from today (Monday, 17 April). Tourism Ireland in Paris has teamed up with French airline Transavia (the low cost airline owned by the Air France-KLM group) to highlight holidays and short breaks in Ireland for 2017.

The campaign with Transavia includes some 340 poster ads in almost 200 metro stations, highlighting great value fares to Dublin from Paris, which are grabbing the attention of commuters with a beautiful image of the Cliffs of Moher – and reminding them why they should put Ireland on their holiday wish-list for 2017. It also includes online ads on popular travel websites, as well as a strong push by Transavia via its website, e-newsletter and social channels.

France is one of the top four markets for tourism to the island of Ireland and 2016 was the fourth record-breaking year in a row for French visitors to Ireland.

Monica MacLaverty, Tourism Ireland’s Manager Southern Europe, said: “2016 was the best year ever for tourism from France to the island of Ireland, when we welcomed about 530,000 French visitors. For 2017, we are rolling out an extensive programme of promotional activity, to keep the momentum going and build on that growth. An important element of that programme is working with key partners like Transavia. As an island, the importance of convenient, direct, non-stop flights cannot be overstated – they are absolutely critical to achieving growth in inbound tourism. Tourism Ireland is committed to working with Transavia, Dublin Airport and other tourism interests, through co-operative marketing, to drive demand for the flight from Paris to Dublin – as we work with other carriers and partners to promote and help maintain vital routes and services to the island."

Ease of access from France to the island of Ireland, as well as value for money, are two important messages for Tourism Ireland in France this year. There is excellent access from France by air and sea – with some 29,000 airline seats from 25 different French airports available each week during the summer season, as well as excellent ferry connections direct from Brittany and Normandy and via the British landbridge. Working closely with airlines and ferry companies is a priority for Tourism Ireland and the organisation is also undertaking co-operative campaigns with other partners this spring – including Aer Lingus, Brittany Ferries, Ryanair and Irish Ferries – promoting flights and ferry services to Ireland. 

Almost 20 million people around France have been seeing Tourism Ireland’s ads on the main French TV channels this spring (TF1, France2 and France3), as well as on a range of popular cable channels. An online ad campaign is also under way this month, complementing the TV campaign; Tourism Ireland’s busy programme of publicity and social media is also highlighting the island of Ireland; and email marketing is targeting 280,000 potential French holidaymakers each week.
Poster ad in Paris metro station. 

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 2016, we welcomed approximately 10.5 million overseas visitors to the island of Ireland, delivering revenue of about €5.4 billion.
  • Tourism Ireland’s international website is, 29 market sites available in 11 language versions around the world, which attracted 19.37 million visitors in 2016.