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19 Jun 2019

Dutch influencers ‘pass the baton’ around the island of Ireland

~ Tourism Ireland invites online influencers to create engaging content to attract more Dutch holidaymakers ~

Tourism Ireland in the Netherlands has kicked off a new initiative to attract more Dutch visitors to the island of Ireland. Called a ‘blogger relay’, it involves a programme of visits by popular bloggers and social influencers, designed to ensure an ongoing ‘buzz’ and conversation on social media in the Netherlands about the island of Ireland. The idea is that each visiting blogger will ‘pass the baton’ to the next blogger, tagging them and sharing the same hashtags. Over the coming months, the various trips will cover the entire island of Ireland, our key themes, hidden gems and access points.
The ‘blogger relay’ kicked off with Lieke Pijnappels (aka Little Wanderbook) and Annemarie Van der Ven (aka Enfait magazine) – both online influencers who travel the world sharing their experiences with their followers. Their action-packed itinerary was designed by Fáilte Ireland and took them to Sligo and Donegal – including places like Knocknarea mountain, Sliabh Liag, Carrickfinn Beach, and Glenveagh National Park.
Lieke and Annemarie will be sharing their experiences here across their online platforms over the coming weeks, before passing the baton to the next influencers taking part in the blogger relay this summer.
Karen van der Horst, Tourism Ireland’s Manager for the Netherlands, said: “Blogs and social media are recognised as strong influencers for prospective holidaymakers, so Tourism Ireland was delighted to launch our ‘blogger relay’ and invite these popular influencers to visit Sligo and Donegal. They’re both documenting their entire visit online – sharing lots of great photos and content, to inspire their followers to come and discover Ireland for themselves.
“In 2018, we welcomed almost 247,800 Dutch arrivals to Ireland. Tourism Ireland is undertaking another extensive programme of promotions throughout 2019, to highlight the island of Ireland in the Netherlands. Our ‘blogger relay’ and collaboration with popular Dutch influencers is just one element of our programme, aimed at boosting Dutch visitor numbers to the island of Ireland.”
Dutch bloggers Annemarie Van der Ven, Enfait Magazine; and Lieke Pijnappels, Little Wanderbook, at Eithna's by the Sea in Mullaghmore, Co Sligo.

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 around 325,000 people across the island.
  • In 2018, we welcomed around 11.2 million overseas visitors to the island of Ireland (+6% on 2017), delivering revenue of approximately €6.1 billion (+10%).
  • Tourism Ireland’s international website is, 29 market sites available in 11 language versions around the world, which attracted around 20+ million visitors in 2018.