General Industry

Tourism Ireland Promotes Ireland In France And The US

By Dave Simpson
Tourism Ireland Promotes Ireland In France And The US

14 tourism companies from Ireland joined Tourism Ireland, both in-person and virtually, at IFTM Top Resa in Paris last week.

IFTM (International French Travel Market) is the largest travel trade exhibition in France, attracting influential tour operators and travel agents, as well as business tourism decision makers and French travel journalists.

The four day event provided an opportunity for the participating companies from Ireland to meet, and do business with, key players in the French travel trade.

Five industry partners also joined Tourism Ireland virtually at the event.

Tourism Ireland's Manager Southern Europe, Monica MacLaverty, stated, Tourism Ireland is delighted to be back at IFTM - in person - this year. It’s an excellent opportunity to spread the word about the many great things to see and do right around Ireland. IFTM also provides a valuable opportunity for our partners from Ireland to showcase their product and connect, both in-person and virtually, with leading French travel trade contacts.


Last month, Tourism Ireland kicked off its new "Green Button" (le "Bouton Vert") campaign in France. It is a €1.8 million, multi-media promotional campaign, which will run until the end of 2021. It includes advertising on TV, catch-up TV, online and on social channels and aims to generate awareness of Ireland and drive bookings for short breaks and holidays in Ireland between now and the end of this year.

MacLaverty added, "We are rolling out our new 'Green Button' campaign in France right now, to restart tourism and encourage French travellers to 'press the Green Button' and book Ireland for their next holiday. Our key message is that we cannot wait to roll out the green carpet and welcome back our French visitors."

Promoting Ireland To Golfers In The US

Additionally, Tourism Ireland is teaming up with the NBC Golf Channel to promote Ireland to golfers in the US.

The partnership involves a new video showcasing some of Ireland’s golf courses and reminding US golfers that now is the time to book a golf holiday in Ireland.

Golf Channel host Alexandra O'Laughlin and a film crew were in Ireland last week filming content at some of golf courses including Royal County Down, County Louth Golf Club in Baltray, Adare Manor and Old Head in Kinsale.


The video will be promoted by the Golf Channel on its digital and social channels later this year, reaching millions of viewers. It will also air during Golf Today, which is a popular show on the Golf Channel.

Tourism Ireland's Head of North America, Alison Metcalfe, stated, "We are delighted to partner with NBC Golf Channel - to showcase our world-class golf to a huge audience of potential American golf holidaymakers. Our message is that Ireland offers American golfers the complete package - with some of the very best golf in the world, stunning scenery and the warmest of welcomes - and now is the time to book that trip.

"We recently launched our new 'Green Button' campaign here in the US. Our partnership with the Golf Channel complements that message - encouraging golfers to 'press the Green Button' and book their golfing vacation in Ireland."

Last month, Tourism Ireland launched its new 'Green Button' campaign in the US to restart tourism and encourage Americans to book Ireland for their next holiday destination. The €4 million campaign is targeting six key gateways and 11 priority cities in the US to reach and engage audiences who have the highest potential to travel to Ireland.

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