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07 Jan 2020

Ireland named top literary and artistic destination in China

Ireland has been named a top literary and artistic destination at a travel awards ceremony in China.

The award was presented to Tourism Ireland at the Stars Awards in Shanghai – organised by Travelling Scope magazine, one of China’s longest established and most authoritative travel publications. The Stars Awards recognise leading international travel organisations and destinations – and this year Ireland was named a top literary and artistic destination for Chinese travellers. Winners are selected through a mix of public voting, travel experts’ reviews and social media voting.

China is the largest outbound travel market in the world and one that Tourism Ireland is committed to growing over the coming years. In 2019, Tourism Ireland announced its intention to double its marketing investment in China, to €1 million, and to also double its marketing team to 12 – to grow Chinese visitor numbers to 200,000 by 2025.

“We are delighted that Ireland has been recognised as one of the top literary and artistic destinations at the Stars Awards in Shanghai,” said Aisling McDermott, Tourism Ireland’s Manager Asia and Middle East. “We know that travellers nowadays have tremendous choice, which makes it more important than ever for us to ensure the island of Ireland stands out from other destinations – so this award is really good news, as we prepare to kick off another extensive promotional drive in 2020, in this important emerging tourism market.

“With our rich literary heritage, our message is that the island of Ireland offers world-class festivals and cultural experiences. We’re also highlighting the fact that, in 2020, Galway becomes European Capital of Culture – one of the largest cultural events in the world – with a packed programme of fantastic experiences and events.”

In 2020, Tourism Ireland will once again roll out a busy programme of publicity, digital and social media activity, to continue to grow Chinese visitor numbers to the island of Ireland. The organisation will also continue to work closely with leading online travel agents and tour operators.
Iris Wang, Tourism Ireland, accepting the award for best literary and artistic destination for Chinese travellers, at the Stars Awards in Shanghai.

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 2019, we welcomed almost 11.2 million overseas visitors to the island of Ireland, delivering revenue of almost €5.8 billion.
  • 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.