A taste of Ireland in Germany: Tourism Ireland launches new food campaign

Tourism Ireland has launched a new food campaign in Germany, in partnership with the well-known German barbecue brand MONOLITH Grill and German tour operator Wolters Rundreisen. Called ‘It’s All About Food’, the initiative will celebrate Ireland’s world-class produce and the passionate producers behind it, highlighting Ireland as a must-visit destination for German food lovers and outdoor adventurers alike. Outdoor sporting equipment brand ORTLIEB Sportartikel and knife brand Dick Knives are also supporting the promotion.

The campaign is fronted by German chef, journalist and videographer Olaf Deharde, who travelled along the Wild Atlantic Way this summer, uncovering the people and stories behind our superb produce – and capturing all the special moments along the way in a series of videos. His journey took him from harvesting seaweed in West Cork with Atlantic Sea Kayaking, to learning about oysters with Kelly Oysters in Galway and sampling spirits at Dingle Distillery. He also visited Dingle Sheepdogs, as well as Tig Bhric and West Kerry Brewery.

In the videos, viewers will see Olaf create various dishes, all using locally sourced ingredients, on his MONOLITH grill in some of the most scenic locations along the Wild Atlantic Way. The videos, as well as recipes and food stories, are being shared via Tourism Ireland’s social platforms in Germany, as well as via the social channels of the four partner organisations, inspiring German audiences to taste – and travel – their way around Ireland. To view one of the videos, click here.

Complementing this collaboration, Wolters Rundreisen has launched a new tour called  ‘Autoreise Genussvolles Irland’ (meaning ‘Road Trip Enjoyable Ireland’). The itinerary takes visitors from Cork through the Ring of Kerry and the Dingle Peninsula and on to the Cliffs of Moher, combining Ireland’s spectacular landscapes with fantastic food experiences – from street food at Cork’s Marina Market to a picnic in the Burren and a stop at Murphy’s Ice Cream. 

Nadine Lehmann, Tourism Ireland’s Manager Germany, said: “We are delighted to launch our new food campaign, ‘It’s All About Food’. This initiative is a fantastic way to showcase Ireland’s exceptional local produce, talented producers and the unforgettable culinary experiences awaiting our German visitors. By combining the spectacular scenery of the Wild Atlantic Way with our vibrant food culture, our aim is to inspire even more German visitors to come and discover that Ireland truly is ‘All About Food’ – and so much more.”