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What We Do

Discover more about Tourism Ireland.

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Agency Roles

Learn more about our agencies roles

Tourism Ireland, Fáilte Ireland and Tourism NI work together in strategic partnership.

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Tourism Ireland is responsible for marketing the island of Ireland overseas as a leading holiday destination.

We deliver world-class marketing programmes in over 20 markets across the world and reach a global audience of over 600 million each year. Our targeted marketing activity includes advertising online, on TV and outdoor, in cinemas and in newspapers and magazines; social media and emarketing; overseas publicity; co-operative marketing with carriers and other partners; and promotions to the travel trade and consumers.

Priority markets

Priority markets for the island of Ireland are Great Britain, the United States, Germany and France, which together deliver the majority of our overseas visitors. Promotional programmes are also rolled out in Northern and Southern Europe, Australia, New Zealand and the Middle East.

Overseas publicity

Working with overseas travel, lifestyle and special interest media is an important element of the overseas promotional programme. In 2022, thousands of opportunities were created for potential visitors around the world to read, hear or watch positive messages about the island of Ireland. Tourism Ireland estimates that this exposure is worth an estimated €610/£545 million in equivalent advertising value.

Sharing market knowledge

Tourism Ireland also helps to influence tourism product development here on the island of Ireland by sharing our insights on global tourism trends and the changing needs of overseas consumers with the Tourist Boards and with other tourism industry partners.

Working with the travel trade

Tourism Ireland also works with the international travel trade to help influence overseas consumers to visit the island of Ireland.  Partners include traditional and online tour operators, travel agents – including leading consortia, as well as online intermediaries and websites popular with potential leisure travellers. Tourism Ireland undertakes an extensive programme of familiarisation or fact-finding visits for tour operators and travel agents from key markets each year, to enthuse them about the superb tourism experience to be enjoyed here and empower them to sell the destination even more successfully when they return home. Tourism Ireland welcomes proposals for co-operative marketing campaigns from international tourism partners.

Please contact a member of our Trade Marketing team for more information.

Air and sea services

As an island destination, strong air and sea access links are vital for continued tourism growth. Tourism Ireland works closely through co-operative marketing with air and sea carriers, ports and airports, and other partners to drive demand for new and existing air and sea routes. Tourism Ireland case-makes for the introduction of strategically important inbound services and welcomes proposals from air and sea carriers for the introduction of routes with inbound tourism potential. Tourism Ireland welcomes proposals for co-operative marketing campaigns from international tourism partners.

Please contact a member of our  Trade Marketing team for more information.

Promotional opportunities overseas for Industry partners

Each year, Tourism Ireland provides a wide range of opportunities to island of Ireland tourism industry partners to promote their businesses alongside us overseas.

Further information is available on our Opportunities page.