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25 Jun 2018

New tourism campaign promotes ‘Ireland the music island’ to millions of Europeans on Spotify

Tourism Ireland has teamed up with Spotify, the world’s most popular music streaming service, to promote Ireland as ‘the music island’ in Germany, France, Spain, Italy and the Nordic countries.

The campaign is highlighting great music experiences in Dublin, Belfast and Cork – with ads and a video running on Spotify platforms, driving users to a dedicated microsite. The microsite features an interactive map, a local artist and venue guide for each city. The campaign aims to reach Spotify users across Europe through their passion point – music – and encourage them to come and discover the diverse musical styles that can be found across the island of Ireland. 

“Music, and our rich musical heritage, is an important part of the holiday experience on the island of Ireland, so we’re delighted to partner with Spotify to showcase our music to its users across Europe,” said Finola O’Mahony, Tourism Ireland’s Head of Europe. “Our aim is to highlight the unique live music scene in our cities and to encourage Spotify users to come and experience it for themselves.” 

In 2017, we welcomed around 3.4 million visitors from Mainland Europe to the island of Ireland, who generated revenue of almost €2 billion for the economy. Tourism Ireland has an extensive programme of promotions under way again this year across Mainland Europe, to ensure that success continues.

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 2017, we welcomed approximately 10.65 million overseas visitors to the island of Ireland, delivering revenue of about €5.78 billion.
  • Tourism Ireland’s international website is, 29 market sites available in 11 language versions around the world, which attracted around 19.3 million visitors in 2017.