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11 Apr 2022

Tourism Ireland capitalises on Masters ‘hype’ with new campaign to highlight golf holidays on the island of Ireland

Ireland presses the Green Button at US Masters

Ireland golf ad to reach millions of US households this year

With the 86th US Masters taking place in Augusta over the weekend, Tourism Ireland launched a new golf campaign in the United States. It includes a new 30-second ad which has been airing to a huge audience across the US on the hugely popular NBC Golf Channel. 

To view Tourism Ireland’s new TV ad, click here. The ad will also air in the United States around other Major championships this year, including the PGA Championship, the US Open and The Open, as well as around the Presidents Cup. In total, the Ireland golf ad will deliver almost 18 million household impressions (opportunities to see) in the US this year. Tourism Ireland is reminding golfers about our fantastic golf courses, where our champions – including Rory McIlroy and Shane Lowry, who finished second and joint-third at this weekend’s Masters – honed and perfected their skills. 

Tourism Ireland was delighted to return to the Masters this year after a three-year break and hosted its ‘Meet the Irish’ media event. The first major of the season at the iconic Augusta National was a fantastic opportunity to highlight our world-class golf to the more than 100 top American golf journalists and tour representatives who attended the Tourism Ireland event. The Irish Open at Mount Juliet this summer, the return of The Open to Royal Portrush in 2025 and the hosting of the Ryder Cup at Adare Manor in 2027 were some of the key messages. 

Alison Metcalfe, Tourism Ireland’s Head of North America, said: “The US Masters provided an excellent opportunity for Tourism Ireland to highlight our world-class golf to top US and international golf journalists. Our message is that Ireland is open for business again and we are back delivering a superb experience for our golf visitors.

“The US golf market remains a priority for Tourism Ireland and we will continue to promote the island of Ireland as a world-class golf destination. Golf is the world’s largest sports-related travel market and Tourism Ireland is working hard to drive home the message that a golfing vacation in Ireland is about much more than a round of 18 holes – the combination of our world-class golf and our unique brand of hospitality plays a key role in attracting US golfers.

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 11.3 million overseas visitors to the island of Ireland, delivering revenue of over €5.9 billion.
  • Tourism Ireland’s international website is, 33 market sites available in 30 different countries in 11 language versions around the world.