Ireland Unrushed campaign
Tourism Ireland is rolling out a new global campaign – ‘Ireland Unrushed’ – in June 2025, encouraging visitors to enjoy journeying around the island of Ireland this summer and beyond. The campaign encourages visitors to enjoy journeying around the island of Ireland this summer and beyond. 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 showcases enjoyable journeys, highlighting experiences in nature and in local communities.
The campaign includes a series of videos highlighting breathtaking landscapes and ‘slow tourism’ activities – 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.
The ‘Ireland Unrushed’ campaign is running 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. It is live across the month of June and will reach an estimated 70 million people. The campaign includes dedicated digital materials on Tourism Ireland’s international website, Ireland.com, highlighting ten ‘hero’ journeys which showcase slower-paced and more immersive holiday ideas to prospective overseas holidaymakers.
Tourism Ireland is partnering with 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 include:
- a partnership with Condé Nast Traveler in the US and Canada which includes full articles and social posts
- sponsorship of an episode of Holly Rubenstein’s podcast Travel Diaries in Great Britain, in which Holly will be 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; and
- an article in Le Figaro in France, focusing on exploring Ireland via public transport.
Click through our media gallery below.
