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15 May 2019

Lights, camera, action … Tourism Ireland kicks off filming for phase 2 of its global advertising campaign

Tourism Ireland kicked off filming for phase two of its global advertising campaign this week. The footage will be used to create new TV, cinema and online ads and will reach millions of potential visitors around the world. It will be designed for the digital era and will also include lots of short ‘snackable’ content for use on social platforms.

Locations and attractions which will feature in this second phase of Tourism Ireland’s campaign include Rathlin Island, the walled city of Derry, Seamus Heaney HomePlace, Trim Castle, the Phoenix Park, Powerscourt House and Waterford. The ads will go live in early 2020, in Tourism Ireland's top overseas markets – Britain, the US, France and Germany – to kickstart the tourism season for next year. The campaign will then roll out further in other markets, including Canada, Australia, Spain, Italy, the Netherlands and Scandinavia. 

“Our ‘Fill Your Heart With Ireland’ campaign is designed to drive continued growth in overseas tourism to the island of Ireland and to encourage visitors to travel off-peak,” said Mark Henry, Tourism Ireland’s Central Marketing Director. “We’re featuring locations that are less well-known amongst overseas visitors and focusing on ‘soft adventure’ activities, such as horse-riding, walking and stand-up paddle boarding.”

This is the second phase of Tourism Ireland’s first major campaign in seven years; phase one reached an estimated 120 million people in our top markets this spring. As in phase one, which was created in autumn 2018, the campaign is being shot by Swedish director Patrik Gyllström and features a married couple from Sweden wearing custom-made technology to track their physiological responses to the various locations – demonstrating the heart-filling effect that the island of Ireland has on our overseas visitors!

Additional content will be filmed this autumn – to ensure coverage of lots of additional locations and activities.
  Patrik Gyllström, director; Lisa Lexfors, one of the stars of the campaign; and Mark Henry, Tourism Ireland, during the shoot on Rathlin Island for Tourism Ireland’s global ad campaign.

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 20+ million visitors in 2018.

Previous Press Release

13 May 2019

Spanish travel writers venture ‘into the West’