‘Ireland Goes Beyond’ campaign

Tourism Ireland’s new global advertising campaign – Ireland Goes Beyond – is live in our key overseas markets for 2026.The new campaign celebrates how the island of Ireland goes beyond people’s expectations of a holiday, by creating memorable connections with the people and the place. As part of our ‘Elevate Brand Ireland’ strategy, the campaign showcases why holidays on the island of Ireland are ‘worth it’. 

In the first few weeks since launch, the campaign has achieved over 785 million quality opportunities to see (reach), with top quartile average persuasion scores (a measure of the campaign’s ability to drive a change in consumer consideration for the island of Ireland) and around €20/£17 million in incremental bookings on online partner platforms.

Click through our media gallery below.