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14 Mar 2019

Celebrating St Patrick and the island of Ireland in Sydney

Tourism Ireland hosted a special St Patrick’s event in Sydney yesterday (Wednesday, 13 March). Sharon Shannon performed at the event, which was attended by around 60 top Australian travel professionals and journalists. Tourism Ireland also unveiled its new ‘Fill Your Heart With Ireland’ campaign.

Sofia Hansson, Tourism Ireland’s Manager Australia and New Zealand, said: “St Patrick’s Day traditionally marks the real start of the tourism season for us. Our Global Greening in Australia includes numerous sites and buildings this year – including the iconic Sydney Opera House, the Melbourne Star Observation Wheel and Perth Airport. Our aim is to bring a smile to the face of Australians, and people everywhere, and to convey the message that Ireland offers the warmest of welcomes and great fun, as well as fantastic scenery and cultural activities.”

Tourism Ireland is undertaking an extensive, targeted programme of promotions in Australia this spring, to continue to grow visitor numbers to the island of Ireland. Phase two of Tourism Ireland’s ‘early bird’ campaign in Australia is running until mid-April. The campaign is targeting ‘culturally curious’ and ‘social energiser’ Australian travellers, through ads on social media and on popular websites. Tourism Ireland’s new ‘Fill Your Heart With Ireland’ 15-second and 30-second ads are also running on YouTube. The campaign will build on the momentum of phase one of the campaign (rolled out in Q4 2018), when Tourism Ireland’s message was all about keeping the island of Ireland ‘front of mind’ for Australians considering a trip to Europe in 2019. Phase two – now under way – is especially focused on encouraging people to begin planning their Ireland itinerary.
  Sofia Hansson, Tourism Ireland; Claudia Stek, Helloworld; Bede Hendren, Teed Up; and Eamon Eastwood, Taste Ireland, at a St Patrick’s lunch event in Sydney.

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, delivering revenue of approximately €6.1 billion.
  • Tourism Ireland’s international website is, 29 market sites available in 11 language versions around the world, which attracted 20.3 million visitors in 2018.