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22 May 2017

11+ million see latest promotion for Ireland’s Ancient East in Britain

Tourism Ireland partners with Irish Ferries to grow tourist numbers to the South East

Tourism Ireland has teamed up with Irish Ferries to promote its Pembroke to Rosslare ferry service. A joint campaign – supported by Wexford, Waterford and Kilkenny County Councils – is under way right now in Wales and southern England.

The campaign is targeting our important ‘culturally curious’ audience with attractive fares, encouraging prospective visitors to come and “explore in your own car”. Activity includes:
  • press ads in national newspapers which will reach almost 9 million readers;
  • highly visible outdoor ads at 10 different railway stations within easy reach of Pembroke port;
  • radio ads on the popular Heart network in Wales, the Thames Valley and the West Country, reaching about 1.8 million listeners;
  • online ads on popular websites, targeting people living in cities in South Wales and in the Home Counties of England – encouraging them to visit, and then book on, a dedicated Ireland’s Ancient East page on the Irish Ferries website; and
  • Facebook ads targeting couples aged 45+ living in South Wales and southern England.

Julie Wakley, Tourism Ireland’s Deputy Head of Britain, said: “We are delighted to partner with Irish Ferries once again, to maximise the promotion of the service from Pembroke to Rosslare. Our aim is to boost car touring visitor numbers to the South East and Ireland this summer; visitors who bring their car here on holidays tend to stay longer, spend more and are more likely to visit more than one region.”

Daragh O’Reilly, Head of Marketing for Irish Ferries, said: “The British market is a primary source of valuable holidaymakers for both Ireland in general, and for the East and South-East in particular. Our Pembroke to Rosslare route is a key driver for these visitors and we are delighted to work with Tourism Ireland in delivering a promotional campaign of this scale, which will help to attract additional interest in Ireland’s Ancient East over the key summer months.”

Great Britain is an important market for tourism to the island of Ireland and Tourism Ireland is undertaking an extensive programme of promotions throughout 2017, to highlight Ireland to British travellers.
Julie Wakley continued: “Tourism Ireland continues to monitor developments around Brexit closely, to better understand and plan for its implications on travel. We are placing a greater focus on our ‘culturally curious’ audience, who are less impacted by currency fluctuations. We are undertaking an expanded partnership programme with ferry operators, airlines and tour operators, communicating a strong price-led message to drive home value for money.”


Press ads running in national newspapers in Britain.

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.