General Industry

Tourism Ireland Capitalises On Women's World Cup Opening Game

By Dave Simpson
Tourism Ireland Capitalises On Women's World Cup Opening Game

The Women's World Cup has gotten under way, with the Republic of Ireland facing tournament hosts Australia in their opening game in Sydney's Stadium Australia. Tourism Ireland in Sydney is taking every opportunity to capitalise on this unique opportunity - and key moment in Australian sporting culture - to showcase the island of Ireland.


Tourism Ireland was targeting football fans converging on Sydney on the day of the opening game, with Irish dancers performing against the backdrop of a video showcasing Ireland in the official fan zone in Darling Harbour. Activity also includes outdoor advertising - on mobile scooters operating in and around the stadium, which will be seen by match-goers en route to the game, as well as around various pre-match venues. "Fill your heart with Ireland" ads will also run on digital outdoor panels, targeting people in various fan zone areas around Sydney. And Tourism Ireland invited key travel professionals and journalists to attend a pre-match "Team Ireland" event at The Calyx in the Royal Botanic Garden Sydney, organised in conjunction with the Irish Consulate in Sydney and other agencies.

Sofia Hansson, Tourism Ireland's manager Australia & New Zealand, said, "The Women's World Cup is a key moment in Australian sporting culture, so we’re delighted to unveil our programme of activity to capitalise on this important opportunity for tourism to the island of Ireland.

"Sport-related tourism has emerged as a very significant element in world tourism in recent years, with a multi-million-euro market and a huge potential for countries who position themselves correctly. High profile sporting events, such as the Women's World Cup, provide Tourism Ireland with an excellent opportunity to highlight the island of Ireland as a wonderful holiday destination, as well as a top location for sporting events."

Additional Information

In 2019, the island of Ireland welcomed 252,000 visitors from Australia and New Zealand, whose visits delivered €245 million for the economy, according to Tourism Ireland, which added Australian and New Zealand visitors stay longer than visitors from almost any other market.


Read More: Ireland's Outdoor Adventure And Food Experiences Showcased In The US

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