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26 Jun 2018

Score for tourism! Indian cricket legend lends a hand to promote Ireland

255 million cricket fans to see Ireland on the ‘small screen’

Ireland is playing India in two T20 cricket internationals in Dublin this week; the first match takes place tomorrow (27 June) and the second on Friday (29 June), in Malahide. With an estimated 255 million people set to watch both matches on the Sony Pictures Sports Network – in India and in other cricket-loving countries around the world – Tourism Ireland will take every opportunity to capitalise on this unique opportunity to showcase the island of Ireland.

Tourism Ireland, in conjunction with Cricket Ireland and the Irish Embassy in New Delhi, has invited former India cricketer Ajay Jadeja to visit Ireland this week. He is filming a number of short videos at some of our top attractions – including Malahide Castle, the Ha'penny Bridge, the Guinness Storehouse, Powerscourt Waterfall, Kilkenny Castle and the Irish National Stud and Japanese Gardens. The videos will air in the ad breaks during the cricket matches on the Sony Pictures Sports Network – reaching a huge audience around the world.

Cricket is India’s most popular sport by far and is played and watched almost everywhere in the country, so Ajay’s visit and the videos he’s filming here present a superb opportunity to highlight the island of Ireland.

“Tourism Ireland is delighted to welcome Ajay Jadeja to Ireland,” said Huzan Fraser, Tourism Ireland India. “The videos he’s filming here will be seen by around 255 million cricket fans, positioning Ireland as a highly desirable place to visit. It’s the kind of publicity that money simply could not buy.

“Sport-related tourism has emerged as a very significant element in world tourism in recent years, with a multi-million euro market and a huge potential for countries who position themselves correctly. High profile sporting events, such as these Ireland v India T20 internationals, provide Tourism Ireland with an excellent opportunity to highlight the island of Ireland as a wonderful holiday destination, as well as a top location for sporting events.”
  Former India cricketer Ajay Jadeja (left) with Kavya Chawla, Tourism Ireland, during filming at Malahide Castle.

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.