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18 Sep 2017

Millions of Britons to see ads for Ireland

Tourism Ireland teams up with Stena Line to grow car touring visitor numbers to Ireland this autumn

A new Tourism Ireland campaign with Stena Line, to boost car touring visitor numbers and to promote Ireland’s Ancient East, Dublin and the Wild Atlantic Way, kicks off in Britain today (Monday, 18 September).

The campaign, which will run until mid-October, is targeting our important ‘culturally curious’ audience and includes:

  • radio ads, which will reach about 6.2 million listeners in London, South West England and South Wales – on Classic FM, Smooth Radio and regional radio stations; competitions will also run on Classic FM and Smooth Radio;
  • online ads on popular websites, reaching millions more British travellers; and
  • ads on Facebook. 

Tourism Ireland is also promoting Stena Line offers on its website and social platforms. 

Julie Wakley, Tourism Ireland’s Deputy Head of Britain, said: “We are delighted to partner with Stena Line once again, to boost car touring visitor numbers to Ireland over the coming months; visitors who bring their car on holidays tend to stay longer, spend more and are more likely to visit more than one region.  
“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 visitor numbers from Britain continues to be a real concern. The fall in the value of sterling has made holidays and short breaks here more expensive for British visitors and, at the same time, has made Britain more affordable for visitors from many of our top markets.

“This year, Tourism Ireland has placed a greater focus on our ‘culturally curious’ audience, who stay longer and spend more, because they are less impacted by currency fluctuations. We are also undertaking an expanded programme with key partners, like this campaign with Stena Line, communicating a strong price-led message. Competitiveness and the value for money message are more important than ever in Britain right now.”


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.