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10 Mar 2017

Ireland goes underground in Italy

680,000 Italians see Ireland promotion in Milan metro stations

Tourism Ireland’s latest promotion is under way in Italy right now – with billboard ads highlighting Ireland in the metro stations of Milan, reaching an estimated 680,000 commuters i.e. 39% of the population of Milan city and province. It’s a joint campaign with Aer Lingus, to encourage commuters to book their 2017 holiday to Ireland.

The poster ad shows a stunning image of the Great Blasket island and features an attractive airfare to Dublin – reminding Italians why they should put Ireland on their holiday wish-list for 2017. As well as the metro ads, the campaign is also highlighting holidays in Ireland online, including on Facebook. 

Niamh Kinsella, Tourism Ireland’s Manager in Italy, said: “2016 was the best year ever for tourism from Italy to Ireland, when we welcomed almost 345,000 Italian visitors, up +7% compared on 2015. Tourism Ireland is determined to ensure that success continues and we have an extensive programme of promotions under way in Italy in 2017. Co-operative campaigns with key partners, like this one with Aer Lingus, are an important element of that programme, to boost travel to Ireland in 2017.” 
  Poster ad in Milan metro stations.

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.

Previous Press Release

09 Mar 2017

Mayo delegation visits Tourism Ireland in New York