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20 May 2021

New Tourism Ireland campaign pushes Ireland ‘to the fore’ in the US

As the PGA Championship gets under way in South Carolina today, Tourism Ireland in the United States is rolling out a campaign on the hugely popular NBC Golf Channel. Three new 60-second videos showcasing the island of Ireland will air over the coming days – reaching millions of golf fans across the US.

The videos will showcase:
  • Ireland's Ancient East and Dublin; click here to view
  • the Wild Atlantic Way; click here
  • Northern Ireland; click here
They feature some of our top golf courses including Mount Juliet, Royal Dublin, County Louth, Waterville, Adare Manor, Lahinch, Ballyliffin, Royal Portrush and Royal County Down.

The campaign is designed to keep the island of Ireland front and centre in the minds of American golfers – in order to capitalise on the demand for travel, once Ireland is open again for overseas visitors. The message is that “Ireland is waiting and will greet you with a warm welcome when it’s time to travel again”.

Alison Metcalfe, Tourism Ireland’s Head of North America, said: “With millions of people across the US set to tune in to the PGA Championship on the NBC Golf Channel over the coming days, our new videos are a great way to shine a spotlight on some of our top golf courses. Our aim is to remind viewers that the island of Ireland offers some of the very best golf in the world, as well as spectacular scenery and fantastic experiences. The campaign will help ensure that the island of Ireland stays ‘top of mind’ among US golfers, until such time as they can visit again.”

The videos will also air on NBC Golf Channel in the US later this year – around other big tournaments like the US Open, The Open Championship and the Ryder Cup.

Notes To Editors

  • Tourism Ireland is the organisation responsible for promoting the island of Ireland overseas as a leading holiday destination.
  • In 2019, we welcomed almost 11.3 million overseas visitors to the island of Ireland, delivering revenue of over €5.8 billion.
  • Tourism Ireland’s international website is, 33 market sites available in 30 different countries in 11 language versions around the world.