Digital Influencers and Irish Government Team Up to Promote Adventure and Eco-Friendly Travel

Published on December 17, 2025

The Irish government has announced a significant €375,000 investment to strengthen its tourism marketing campaign for 2025. The initiative, which aims to attract international visitors, works with digital influencers to promote the country’s rich cultural heritage, breathtaking natural landscapes, and unique local experiences. Influencers use social media platforms such as Instagram and YouTube to reach out to younger audiences, particularly millennials and Generation Z, who increasingly rely on online content for travel inspiration. This strategic move demonstrates the government’s commitment to using digital media to highlight Ireland’s top tourist attractions while also drawing attention to lesser-known gems throughout the country.

Digital Influence Driving Tourism to Ireland’s Iconic Landmarks

One of the most notable aspects of this campaign is its focus on well-known Irish landmarks, such as the Cliffs of Moher and Bunratty Castle, which are featured prominently in the influencers’ content. These iconic attractions draw millions of visitors each year, and the government’s push is aimed at amplifying this exposure through digital channels.

The Cliffs of Moher, one of Ireland’s most famous natural wonders, offers visitors breathtaking views over the Atlantic Ocean. Similarly, Bunratty Castle, a mediaeval fortress located in County Clare, provides a deep dive into the country’s history and heritage. With the help of influencers, these sites are presented in a modern, relatable way that resonates with the social media-savvy traveller.

The influencers working with the government aim to not only showcase Ireland’s tourist hotspots but also bring attention to the country’s dedication to sustainable tourism. Their content emphasizes eco-friendly practices and responsible travel, ensuring that the growing influx of visitors does not come at the expense of the environment. In this way, Ireland’s digital tourism campaign aligns with broader global trends in responsible tourism.

Partnerships with Top Influencers

The government has partnered with well-known Irish influencers, including Roz Purcell and Eric Roberts, to amplify the campaign’s reach. These individuals are not just famous for their social media presence but also for their commitment to promoting local culture and sustainable practices.

Roz Purcell, an influential figure in the Irish food scene, has become synonymous with promoting locally sourced ingredients and sustainable food practices. Her content highlights the best of Irish cuisine, from traditional dishes in local pubs to meals at fine-dining establishments that focus on sustainability. By showcasing these culinary delights, Purcell is encouraging travelers to experience authentic Irish food while supporting local farmers and producers. Her work helps bring Ireland’s food culture to the forefront, appealing to those interested in ecotourism and sustainable travel.

Eric Roberts, on the other hand, is known for his adventurous spirit and outdoor exploration. His content focuses on the natural beauty of Ireland, including experiences like hiking in the Wicklow Mountains and kayaking along the Wild Atlantic Way. Roberts’ emphasis on adventure tourism offers a unique way for travelers to experience Ireland’s natural landscapes, promoting outdoor activities and eco-friendly tourism options that align with the country’s commitment to preserving its natural environment.

Leveraging Social Media for Maximum Reach

As social media has become one of the most powerful tools in the modern marketing arsenal, Ireland’s tourism strategy aims to leverage its immense reach to attract global visitors. Instagram and YouTube, in particular, are key platforms for this campaign. These platforms allow influencers to share visually captivating content that resonates with younger generations, who are highly engaged with social media and often look to it for travel inspiration.

With their ability to craft compelling narratives and share authentic experiences, influencers serve as effective ambassadors for Ireland’s tourism sector. Their posts and videos not only showcase the country’s top destinations but also encourage their followers to explore off-the-beaten-path locations. This is particularly important as the Irish government seeks to boost tourism to less-visited areas, spreading the economic benefits of tourism more evenly across the country.

Expanding the Reach to Lesser-Known Destinations

While much of the focus remains on high-profile attractions like the Cliffs of Moher and Bunratty Castle, the campaign also aims to shine a light on lesser-known destinations across Ireland. This is an essential aspect of the government’s strategy to diversify the tourism offering and provide more balanced economic opportunities to communities outside of Dublin and other major urban centres.

Ireland’s rural areas, particularly those along the Wild Atlantic Way and in regions such as County Kerry, County Galway, and County Cork, stand to benefit from the campaign’s focus on under-represented destinations. Digital influencers play a crucial role in bringing attention to these areas, showing their natural beauty, historical significance, and cultural richness. By highlighting hidden gems, the campaign seeks to draw visitors to smaller villages, where tourism can generate much-needed revenue for local businesses.

The social media content created by influencers serves as a bridge between these rural destinations and global audiences. Through the authenticity of the influencers’ experiences, the campaign fosters a deeper connection with potential travelers, who may not have considered these locations otherwise.

Promoting Economic Growth and Local Impact

The economic benefits of this investment are already becoming clear. The influx of international visitors, particularly those inspired by influencer campaigns, provides significant opportunities for local businesses, including restaurants, shops, and hotels. By visiting lesser-known destinations, tourists can help revitalize small towns and support local economies, creating a ripple effect that boosts employment and sustains the Irish tourism industry.

The multiplier effect of tourism—where one visitor’s spending leads to further economic activity—is expected to be particularly beneficial for rural and regional areas. Local businesses in these areas can cater to new market segments, ensuring that the benefits of tourism are distributed more widely. In addition, the promotion of sustainable tourism practices through influencer campaigns encourages travelers to make responsible choices, ensuring that the long-term impact of tourism remains positive.

Looking Ahead: The Future of Tourism in Ireland

As Ireland looks to the future, incorporating digital influencers into its tourism strategy is likely to play a critical role in the country’s overall objectives. The ongoing evolution of social media platforms, combined with Ireland’s rich cultural heritage and breathtaking natural landscapes, creates a promising foundation for continued tourism growth. The government’s investment in influencers is a novel approach to adapting to shifting travel trends, particularly among younger generations seeking authentic, meaningful travel experiences.

The collaboration between the government and digital influencers marks a shift in the way tourism campaigns are carried out. By embracing new media, Ireland is not only focusing on traditional tourism marketing but also harnessing the power of digital storytelling to reach a global audience. Through these efforts, the Irish tourism industry is expected to continue to thrive, attracting new visitors and fostering long-term growth.