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21 Feb 2020

2+ million Americans to see images of Northern Ireland on NBC this St Patrick’s Day

Images of Northern Ireland will be beamed into the homes of more than two million Americans this St Patrick’s Day. Presenter Mike Mathis and a film crew from NBC were invited here by Tourism Ireland, in partnership with Tourism NI, to capture content for broadcast on NBC, during the live coverage of this year’s New York St Patrick’s Day parade. 

Their action-packed itinerary included filming at scenic locations around the Mourne Mountains and Strangford Lough, as well as a visit to Rademon Estate Distillery near Saintfield, to see where Shortcross Gin is made. They also enjoyed a Belfast city tour which included a visit to St George’s Market and a Belfast Oyster Experience. 

Alison Metcalfe, Tourism Ireland’s Head of North America, said: “This NBC broadcast on St Patrick’s Day is an excellent opportunity to showcase Northern Ireland to a huge audience of more than two million Americans. Television and film are recognised as strong influencers on prospective holidaymakers and Tourism Ireland regularly works with TV and production companies, in the United States and elsewhere around the world, to facilitate the making of travel and lifestyle programmes in Northern Ireland. Our aim is to shine a spotlight on Northern Ireland and to inspire American travellers to come and experience the destination for themselves in 2020.

Tourism Ireland will undertake a busy programme of consumer and trade promotions in the United States around St Patrick’s Day, which will include its annual Global Greenings initiative, when iconic landmarks are lit up in green to celebrate St Patrick’s Day.
  Aoife and Lee McCrory, Belfast Oyster Experience; with presenter Mike Mathis (second left); and NBC cameraman Paul Daniel (right), in Kelly's Cellars in Belfast.

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 65,000 jobs.
  • In 2019, we welcomed around 2.26 million overseas visitors to Northern Ireland, delivering revenue of approximately £570 million.
  • Tourism Ireland’s international website is, 29 market sites available in 11 language versions around the world, which attracted around 23+ million visitors in 2019.