With many leading figures within Ireland’s hospitality industry expressing concern about recent CSO figures pointing towards a decline in overseas visitors in the first quarter of the year, Tourism Ireland has rolled out a new global campaign called ‘Ireland Unrushed’ to woo tourists to these shores.
The campaign was created by Grey London, the agency’s first campaign since it picked up the account towards the end of 2024 from Publicis London.
The ‘Ireland Unrushed’ campaign is running on leading video platforms, social and digital channels in the UK,the USA, 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 is expected to reach an estimated 70m people.
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.
In early testing, the videos achieved over 90% persuasion scores, a measure of their ability to drive a change in consumer consideration for Ireland. 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 also partnering with local industry across 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.
“We are excited to launch ‘Ireland Unrushed’ today to inspire visitors to choose Ireland this year for their travel. Research shows 80% of visitors who choose non-sun holidays are motivated by a desire to explore – whether that’s getting out and about in nature, delving into culture or meeting local people. 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 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. When visitors choose Ireland, dwell for longer and explore more, the economic and community benefits of tourism across the island are increased,” says Alice Mansergh, CEO, Tourism Ireland.
