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25 May 2018

Inside track for Ireland in Italy!

Millions of Italians see Tourism Ireland and Aer Lingus promotion on trams in Milan

Millions of commuters in Milan are seeing eye-catching ads for Ireland on trams operating in the city. It’s all part of Tourism Ireland’s latest promotion in Italy, in conjunction with Aer Lingus, to highlight the island of Ireland for holidays and short breaks in 2018.

The campaign includes eye-catching ads on 50 trams, as well as digital advertising. It is highlighting good value Aer Lingus fares from Milan to Dublin, to drive bookings for the coming months. Tourism Ireland aims to ensure as much visibility as possible for the island of Ireland during key booking periods for holidays and short breaks.

A separate Tourism Ireland campaign is also under way in Italy and will run until mid-June. It includes videos running on Facebook and Instagram – highlighting the island of Ireland, the Wild Atlantic Way, Titanic Belfast and the Waterford Greenway, with the message "Un caloroso benvenuto in Irlanda" (“a warm welcome to Ireland”).

Niamh Kinsella, Tourism Ireland’s Manager Italy, said: “Italy is an important market for tourism to the island of Ireland. 2017 was the best year ever for tourism from Italy to Ireland, when we welcomed around 363,300 Italian visitors, up +5.5% on 2016. Tourism Ireland has an extensive programme of promotions under way throughout 2018, to continue to grow Italian visitor numbers.”


Ireland ad on trams in Milan.

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.