Ireland Home of Halloween campaign 2026

Tourism Ireland is bringing Ireland's unique Halloween story to audiences around the world through an extensive programme of broadcast, publicity, digital and travel trade activity. Our 2026 ‘Home of Halloween’ campaign is designed to inspire overseas visitors to come and experience Halloween on the island where it all began more than 2,000 years ago.

Running across key overseas markets – including Great Britain, the United States, Canada, Germany, France, Spain, Italy, Belgium, the Netherlands and the Nordic countries – the campaign is shining a spotlight on Ireland's ancient Samhain traditions, world-famous Halloween festivals and unique autumn experiences.

In 2026, through co-operative marketing with booking platforms focused on ‘Home of Halloween’, Tourism Ireland generated €50/£43 million in incremental inbound bookings. Tourism Ireland is partnering with leading online travel platforms once again this year, to drive booked trips and incremental visitor spend.  

• A new Halloween travelogue, called ‘Samhain – The Birth of Halloween’, co-produced by Tourism Ireland and fronted by Wexford tenor Michael Londra, airing on PBS and Create TV in the US, showcasing Ireland's Halloween story to a potential audience of millions.
• Digital campaigns showcasing reasons to visit at Halloween which have reached 30 million views in key markets. Interest in Halloween on Tourism Ireland's website, Ireland.com, has doubled in terms of traffic compared to the same period last year.
• Tourism Ireland has invited renowned American travel broadcaster Gabe Saglie to host a satellite media tour promoting Ireland as the ‘Home of Halloween’. Gabe broadcast live from Kilkenny on 29th October, reaching millions of viewers on around 25 TV stations on the CBS, FOX, ABC and NBC networks.
• Also in the US, LiveNOW from FOX will carry an extended live broadcast from Derry Halloween, featuring additional footage from the Púca Festival in County Meath, on 31st October.
• In total, 25 media from 11 different markets will experience our Halloween festivals across the island first hand, generating valuable coverage.
• As part of Tourism Ireland’s International Programming Ireland Fund, we have co-produced a new documentary, called ‘Derry: A City Spellbound’, further showcasing the festival and our Halloween heritage .
• A documentary titled ‘Les Mystères d'Halloween’ (in France) and ‘Halloween: Mythos der Kelten’ (in Germany), which was co-produced by Tourism Ireland, is available on the streaming service ARTE.tv, bringing viewers through the history of Halloween in Ireland.