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11 May 2018

New tourism campaign promotes Causeway Coast and Northern Ireland to 7 million Europeans

Tourism Ireland, in conjunction with Tourism NI and Derry & Strabane District Council, has launched a new campaign to promote the Causeway Coast and Northern Ireland as a ‘must see’ destination in Germany, France, Spain, Italy, the Netherlands, Belgium and the Nordic countries.

The campaign kicks off today (Friday, 11 May) and will run until the beginning of July, reaching around 7 million prospective holidaymakers across Mainland Europe. It includes ads on popular websites and email marketing, as well as a big push on social media – including Facebook, Twitter and Instagram. Describing the Causeway Coastal Route as the ‘ultimate road trip’, it will feature on the homepage of the various European versions of Tourism Ireland’s website,, and will highlight great value offers from tourism operators in Northern Ireland.

Finola O’Mahony, Tourism Ireland’s Head of Europe, said: “We’re delighted to unveil our latest campaign for Northern Ireland, which will promote the Causeway Coastal Route as the ‘ultimate road trip’ to millions of Europeans over the coming weeks. It will highlight the many attractions and experiences along the spectacular route, including Titanic Belfast, the Giant’s Causeway, the walled city of Derry and our wonderful National Trust properties. It will also remind people about our connections with Game of Thrones and show why the Causeway Coastal Route and Belfast were the worthy recipients of Lonely Planet’s ‘Best Region in the World’ accolade.”

Rosemary Lightbody, Tourism Ireland NI, said: “We are delighted to have been working with our strategic partners Tourism Ireland on this bespoke campaign, which will allow our tourism businesses in Northern Ireland access to these specific markets and present a seamless visitor journey on the Causeway Coastal Route. Businesses along the Causeway Coastal Route, including our two gateways, will have the potential to maximise business referrals by showcasing quality, purchasable and distinctive visitor experiences.”
  Campaign page in France.

Notes To Editors

  • Tourism Ireland is the organisation responsible for promoting Northern Ireland and the island of Ireland overseas as a leading holiday destination.
  • Tourism is responsible for in excess of 5.2% of GDP in Northern Ireland and supports approximately 61,300 jobs.
  • In 2017, we welcomed approximately 2.26 million overseas visitors to Northern Ireland, delivering revenue of about £586 million.
  • 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.