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30 Jan 2020

Targeting Nordic tourists for the island of Ireland!

The island of Ireland was promoted to more than 30 top tour operators and travel agents from Sweden, Denmark, Norway and Finland – at Tourism Ireland’s 2020 Nordic trade workshops, which took place this week in Stockholm and Copenhagen.

Twenty-five (25) tourism companies from the island of Ireland took part in both workshops, meeting and doing business for 2020 with the Nordic tour operators – to encourage them to extend their Ireland offering, or to include the island of Ireland for the first time, in their brochures and programmes.

“We’re really pleased that so many key Nordic travel professionals have taken the time to come and meet with our partners from the island of Ireland in Copenhagen and Stockholm this week,” said Julie McLaughlin, Tourism Ireland’s Manager for the Nordic Region. “We very much welcome the business and networking opportunities our workshops presented. Our aim is to increase awareness of the island of Ireland among these influential tour operators and travel agents and to help Ireland and our tourism partners secure a greater share of their business.”

Tourism Ireland also took the opportunity to launch the new destination brand for Northern Ireland – ‘Northern Ireland – Embrace a Giant Spirit’ – at both events.  Tourism Ireland will be pulling out all the stops this year to highlight Northern Ireland, using this new brand to deliver ‘stand-out’ for Northern Ireland, in the Nordic countries and elsewhere around the world.

Julie McLaughlin continued: “As we kick off our 2020 programme of promotions in the Nordic Region, our workshops provided us with an excellent opportunity to unveil the new destination brand for Northern Ireland, Embrace a Giant Spirt, to our influential travel trade contacts. We are confident that this new brand will give Northern Ireland real ‘stand-out’ on the international stage and will deliver a significant boost to the tourism economy over the coming years. Our message is that there’s never been a better time to visit Northern Ireland.”

A key message for Tourism Ireland is ease of access from the Nordic countries – which has never been easier, with almost 15,000 airline seats on 77 departures per week during the peak summer months. 
The delegation of tourism enterprises from the island of Ireland in Copenhagen, on day two of Tourism Ireland’s Nordic trade workshops, with Finola O’Mahony, Tourism Ireland (front, fifth left); HE Adrian McDaid, Irish Ambassador to Denmark (front, sixth left); and Julie McLaughlin, Tourism Ireland (front, third right).

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.