Tourism Ireland has unveiled a new global campaign, entitled ‘Ireland Unrushed,’ in which visitors are encouraged to journey around Ireland this summer—and beyond.
In 2024, overseas visitor spend grew by more than 10% from 2023, bringing an estimated $8 billion to the island of Ireland. And as research shows that 80% of overseas visitors who choose non-sun holidays are seeking a sense of exploration on their trips, the new campaign showcases experiences both in nature and in local communities.
“We are excited to launch ‘Ireland Unrushed’ today to inspire visitors to choose Ireland this year for their travel,” said Alice Mansergh, Chief Executive of Tourism Ireland. “50% of potential holidaymakers say they would spend more on sustainable accommodation and experiences, so there is a positive interest also in enjoying destinations responsibly. At Tourism Ireland, we’re showcasing inspiring journeys around the island of Ireland, to win hearts, minds and trips. Our new ‘Ireland Unrushed’ campaign positions Ireland as the perfect place to slow down, connect more deeply with people and landscapes and refresh.”
The campaign includes a series of videos highlighting breathtaking landscapes and ‘slow tourism’ activities and featuring an atmospheric track called Worlds Above Us by Irish musician Lōwli.
The 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.
In early testing, the videos achieved more than 90% persuasion scores, a measure of their ability to drive a change in consumer consideration for the island of Ireland.
Tourism Ireland is partnering with local industry 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.
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