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19 Jun 2017

Highlighting Dublin and our literary heritage to ‘culturally curious’ travellers in Britain

To celebrate the launch of Colm Toibín’s new book House of Names, Tourism Ireland has teamed up with Penguin Books, to highlight Dublin and our literary heritage to ‘culturally curious’ travellers around Britain.

The month-long promotion includes email marketing to the Penguin Books database of about 235,000 subscribers, social media promotions to about 2 million followers on Facebook and Twitter) and a competition to win a trip to Dublin.

Julie Wakley, Tourism Ireland’s Head of Britain, said: “Great Britain is a vital market for tourism to the island of Ireland. It delivers 47% of all overseas visitors and around 30% of all overseas tourism revenue. However, the decline in the value of sterling is certainly a challenge for Irish tourism from Britain this year, which means that competitiveness and the value for money message are more important than ever. Tourism Ireland is placing a greater focus on our ‘culturally curious’ audience, who are less impacted by currency fluctuations. We are also undertaking an expanded partnership programme with partners, communicating a strong price-led message.”


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 281,000 people across the island.
  • In 2016, we welcomed approximately 10.3 million overseas visitors to the island of Ireland, delivering revenue of about €5.3 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.

Previous Press Release

14 Jun 2017

Tourism Ireland board meets in Killarney