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10 Aug 2018

400,000+ Australians read about Dublin and the Abbey Theatre

An article highlighting the Abbey Theatre and Dublin appeared in a recent edition of Traveller in Australia, profiling the theatre and the city to around 409,500 readers – or potential Australian holidaymakers for Dublin and Ireland. 

Traveller is the holiday and travel supplement with The Sydney Morning Herald and The Age newspapers. Tourism Ireland in Sydney, together with Fáilte Ireland and Cathay Pacific, invited journalist Steve Meacham to visit Dublin earlier this year. The resulting article appeared under the headline “Crucible of Irish culture”. 

The article also appeared on – which has more than 2 million readers.

Sofia Hansson, Tourism Ireland’s manager Australia, said: “We are delighted with the excellent exposure for the Abbey Theatre in ‘Traveller’. It’s a great way of highlighting the theatre and Dublin to a wide audience of potential Australian visitors – and particularly our ‘culturally curious’ audience. Publicity is an important element of our overall promotional programme, helping to raise awareness through the Australian media of the many things to see and do on a holiday in Dublin and elsewhere around the island of Ireland.” 

Sofia Hansson continued: “In 2017, we welcomed around 208,000 visitors from Australia and New Zealand. Tourism Ireland is determined to ensure that success continues and we have an extensive programme of promotions under way in Australia throughout 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 300,000 people across the island.
  • In 2017, we welcomed approximately 10.6 million overseas visitors to the island of Ireland, delivering revenue of about €5.6 billion.
  • Tourism Ireland’s international website is, 29 market sites available in 11 language versions around the world, which attracted around 19.2 million visitors in 2017.