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08 Nov 2017

1.3 million Australians read all about Ireland in ‘earlybird’ tourism campaign

Tourism Ireland arranged for articles about the island of Ireland to appear in a number of key Australian publications, with a combined audience of more than 1.3 million readers. The articles ran in Traveller, the weekend travel supplement for The Sydney Morning Herald and The Age (daily newspaper) in Melbourne, on the Traveller website, as well as in the magazine with The Weekend Australian.

The articles are part of Tourism Ireland’s ‘earlybird’ campaign, to keep the island of Ireland ‘front of mind’ for Australian travellers considering a trip to Europe in 2018 and to capitalise on the important ‘early bird’ booking season, when all the major airlines promote their special fares. 

“Last year, we welcomed more than 200,000 visitors from Australia and New Zealand,” said Sofia Hansson, Tourism Ireland’s Manager Australia. “Tourism Ireland is determined to ensure that success continues and we have an extensive programme of promotions under way in Australia – aimed at boosting late-season travel to Ireland and at positioning us well for 2018.”

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.