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26 Apr 2017

Tourism Ireland teams up with Kerrygold and Bord Bia to target German ‘foodies’ for holidays in Ireland

Tourism Ireland has teamed up with Kerrygold and Bord Bia, to promote Ireland’s wonderful culinary experience to German ‘foodies’ – and potential holidaymakers for Ireland.

Irish-Austrian chef, Shane McMahon, who owns Shane’s Restaurant in Munich and is a brand ambassador for Kerrygold, was invited to come and film nine different videos here this week. He was accompanied by a popular German food blogger, called Maja Nett. Following an itinerary designed by Fáilte Ireland, the pair has been travelling around counties Cork and Limerick, preparing traditional Irish dishes with top chefs and using local produce. Their busy itinerary included Ballymaloe Cookery School and the English Market in Cork, as well as Limerick city (where Shane is originally from) and the 1826 Adare restaurant. 

The online videos they’ve been filming will feature footage of the Wild Atlantic Way, as well as Shane and Maja meeting with local food producers, farmers and fishermen. The films will be shared by Maja on her blog ( and through her social channels. They will also be shared on the social channels of Kerrygold, Bord Bia and Tourism Ireland (Tourism Ireland has over 286,000 fans on Facebook in Germany). 

Zoë Redmond, Tourism Ireland’s Manager for Central Europe, said: “Tourism Ireland is delighted to team up with Kerrygold and Bord Bia, to highlight Ireland and the wonderful culinary experience on offer here in Germany. Ireland is becoming increasingly well-known for the quality of its food, with a reputation for natural products used in both traditional and innovative ways. Food is a vital element of the holiday experience nowadays, so we’re really keen to showcase the extremely high quality of Irish produce, as well as our spectacular scenery. 

“2016 was the best year ever for German visitor numbers to Ireland, with 650,000 German visitors contributing almost €400 million to the Irish economy. Tourism Ireland has set its sights on continued growth for 2017 and is rolling out a busy programme of promotions throughout the year.”

  Irish-Austrian chef Shane McMahon; chef Rory O’Connell; and German food blogger Maja Nett, during filming at Ballymaloe Cookery School.

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.