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26 Sep 2019

Tourism Ireland lines out to push Ireland in Japan

~ Leveraging the tourism benefits of the Rugby World Cup for the island of Ireland ~

Tourism Ireland today announced details of its upcoming promotional activity to leverage the tourism benefits of the Rugby World Cup. This is the first mega sporting event in Japan since 2002 and the international flavour of the event is sure to inspire travel. Tourism Ireland believes the tournament presents a significant opportunity to raise the profile of the island of Ireland in Japan – particularly with Japan and Ireland drawn to play each other this weekend (Saturday, 28th September), at the Shizuoka Stadium ECOPA.
Tourism Ireland is working closely with the Department of Foreign Affairs and Trade and with Team Ireland in Japan, to capitalise on the opportunities presented by the Rugby World Cup. A busy programme of activity will roll out in Japan over the coming weeks.
  • Tourism Ireland has invited key Japanese tour operators, travel agents and travel journalists to hear all about the island of Ireland at two events – a reception in Tokyo on 27 September; and an event in Fukuroi, in advance of the Ireland v Japan match, on 28 September; 
  • after the Rugby World Cup finishes, Tourism Ireland will undertake co-operative promotions with tour operators in Tokyo, to capitalise on the increased awareness of Ireland in Japan. This will include print and digital advertising, email marketing, as well as in-store promotions with one leading tour operator; and
  • Tourism Ireland is also participating in the Global Ireland campaign, rolling out in Japan during the Rugby World Cup (which also involves other agencies like Enterprise Ireland, IDA Ireland and Bord Bia), to highlight Ireland as a prime location for tourism, trade, investment, education, food and drink.
Tourism Ireland executives will also use this opportunity to meet with Japanese airlines, travel trade and journalists, as well as the Ireland Japan Chamber of Commerce and members of the Diaspora living in Japan.
“There is huge interest and excitement around the Rugby World Cup, so we’ll be pulling out all the stops over the coming weeks to capitalise on the tourism potential of the tournament,” said Niall Gibbons, CEO of Tourism Ireland. “The Rugby World Cup is a truly excellent opportunity for us to deliver the message that the island of Ireland is a fun and diverse destination, offering a variety of iconic experiences, and that there has never been a better time to visit.”
In 2018, we welcomed an estimated 24,000 Japanese visitors, according to Tourism Ireland. In the context of the Government of Ireland’s Global Footprint 2025 strategy, Tourism Ireland will continue to work with key partners in Japan, to grow awareness of Ireland; and looks forward to having a presence in the new Ireland House, currently under construction by the Department of Foreign Affairs and Trade in Tokyo.

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 almost 11.2 million overseas visitors to the island of Ireland (+5% on 2017), delivering revenue of approximately €5.86 billion (+5%).
  • 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.