Ireland Unrushed campaign
Tourism Ireland’s new global campaign – ‘Ireland Unrushed’ – was live across 13+ markets for the month of June 2025, showcasing new ways for overseas holidaymakers to explore the island and take time to enjoy our scenery, culture and heritage more deeply. Based on the insight that 80% of overseas visitors who choose non-sun holidays are seeking a sense of exploration on their trips, the new campaign showcased enjoyable journeys, highlighting experiences in nature and in local communities.
The campaign included six videos highlighting breathtaking landscapes and ‘slow tourism’ activities – Shannon-Erne, the Causeway Coast, Westport-Achill Greenway, coastal villages around Belfast and Dublin, as well as culinary experiences around Cork – all reminding viewers that ‘You may find, when you slow down, you feel more’ and featuring an atmospheric track called Worlds Above Us by Irish musician Lōwli. It also included dedicated digital materials on Tourism Ireland’s international website, Ireland.com, highlighting ten ‘hero’ journeys which showcased slower-paced and more immersive holiday ideas to prospective overseas holidaymakers.
The ‘Ireland Unrushed’ campaign ran on leading video platforms, social and digital channels in Great Britain, the United States, Canada, Germany, France, Spain, Italy and the Netherlands, as well as in other key tourism markets around the world. In early testing, the campaign achieved a persuasion score of over 90%, a measure of its ability to drive a change in consumer consideration for the island of Ireland. There were over 121,000 engaged sessions on Ireland.com and the campaign created over 121 million opportunities to see (reach).
Engagement by our tourism industry partners – sharing offers, stories and complementary marketing – was strong. Tourism Ireland partnered with 250+ local industry across the island of Ireland to showcase ‘slow tourism’ experiences – from travelling inland waterways by boat, to experiencing locally grown produce on a coastal food tour, or journeying by train around cities like Cork, Dublin or Belfast to explore the local beaches, villages and hiking trails.
Some additional highlights of Tourism Ireland’s ‘Ireland Unrushed’ campaign included:
- 25 journalist and influencer visits
- a partnership with Condé Nast Traveler in the US and Canada which included articles and social posts
- sponsorship of an episode of Holly Rubenstein’s podcast The Travel Diaries in Great Britain, in which Holly was joined by actor and comedian Ardal O'Hanlon
- a slow tourism launch event in Barcelona in early June, which was attended by Spanish travel professionals
- content in leading German travel magazine ADAC Reisemagazin
- an article in Le Figaro in France, focusing on exploring Ireland via public transport
Click through our media gallery below.
