Irish Tourism Invests More than Three and a Half Hundred Thousand in Social Media Influencers in this Year to Boost their Destination Promotion Growth and Digital Marketing Success

Published on December 15, 2025

In the interest of bumping up tourism numbers for Ireland, nearly €375,000 was invested by the government in 2025 to partner with digital influencers across the globe who would promote Irish tourist destinations such as the Cliffs of Moher and Bunratty Castle. Building on the growing influence of social media platforms worldwide, this investment puts Ireland in a better position to attract many international visitors while showcasing its rich history, culture, and nature.

The Role of Influencers in Promoting Irish Destinations

The rise of social media marketing has changed the way countries approach tourism promotion. In Ireland, the government is increasingly turning to influencers to create organic and authentic content that resonates with potential tourists. By collaborating with influencers like Roz Purcell and Eric Roberts, Ireland aims to capitalize on their global reach to showcase the country’s beauty through Instagram, YouTube, and other platforms.

These influencers offer authentic experiences, showcasing everything from Ireland’s gastronomic delights to scenic landscapes. The goal is not just to highlight famous attractions like the Cliffs of Moher, but also to promote hidden gems that tourists might otherwise overlook. The influencers’ personal touch adds credibility, making followers more likely to consider Ireland as their next travel destination.

Strategic Investment in Digital Tourism Promotion

In today’s digital world, social media is a primary driver of tourism. Traditional forms of advertising are being replaced with more targeted and cost-effective campaigns using online influencers. The decision to allocate €375,000 for influencer marketing stems from the recognition that these platforms are powerful tools for reaching millennial and Gen Z travelers, who are increasingly turning to social media for travel inspiration.

By tapping into the influencers’ large, engaged followings, Ireland aims to increase awareness of its most popular tourist destinations, while also drawing attention to lesser-known locales. This targeted approach allows Ireland to reach a broader audience and position itself as a desirable and accessible destination.

Influencers Bringing Unique Perspectives to Irish Travel

The variety of influencers involved in this campaign ensures a broad representation of the experiences Ireland has to offer. For instance, Roz Purcell, a well-known figure in the food and lifestyle space, focuses on promoting Ireland’s local cuisine, from traditional Irish pubs to upscale restaurants offering locally sourced fare. By highlighting sustainable food practices and eco-friendly tourism, Roz’s content also promotes responsible travel that benefits local communities.

In contrast, Eric Roberts, a fitness and outdoor adventure influencer, is sharing his experiences exploring Ireland’s natural beauty. From hiking in the Wicklow Mountains to kayaking along the Wild Atlantic Way, Eric emphasizes Ireland as a prime destination for adventure tourism. His focus on outdoor activities appeals to travelers seeking both physical challenges and natural tranquility.

Harnessing the Power of Visual Content for Tourism

The power of visual content cannot be overstated when it comes to attracting tourists. Stunning landscape photography, vivid videos, and Instagram stories posted by influencers have made Ireland’s picturesque scenery easily accessible to millions of potential travelers. Through carefully curated posts, influencers capture everything from the Giant’s Causeway to Killarney National Park, creating an aspirational travel experience.

The aesthetic appeal of these destinations, showcased through influencer content, sparks a desire to visit. Posts often include not just iconic landscapes but also the culture, history, and local customs that make Ireland unique. Influencers’ authentic storytelling helps cultivate an emotional connection with their audience, making Ireland a highly desirable destination for future travelers.

The Economic Impact of Influencer Partnerships

Investing in influencer marketing has not only transformed the way Ireland promotes its tourism sector but is also contributing to economic growth. The €375,000 spent on influencer collaborations has the potential to generate significant returns by encouraging tourists to visit both well-known attractions and hidden gems. This increased foot traffic brings benefits to local businesses, including restaurants, shops, and hotels, all of which thrive from the influx of visitors.

Moreover, influencers have the ability to boost tourism in lesser-visited areas, benefiting regions that typically receive fewer tourists. Their recommendations can drive traffic to rural or underrepresented destinations, helping to spread the economic benefits of tourism more evenly across the country.

Future Impact: The Evolving Role of Influencers in Ireland’s Tourism

The future impact of influencer-led campaigns is set to grow even more significant in the coming years. As digital consumption continues to rise, Ireland’s tourism industry is increasingly turning to social media as a primary marketing tool. In the long term, the focus will shift towards even more personalized content, using data-driven insights to target specific audiences with tailored recommendations.

Moreover, the long-term success of influencer partnerships could prompt other countries to follow Ireland’s lead, further embedding digital marketing into national tourism strategies. As the global tourism landscape evolves, Ireland’s focus on influencer-led promotions positions the country as a leader in adapting to new-age marketing techniques.

Looking Ahead: A Bright Future for Irish Tourism with Influencer Marketing

This is only the first year of a new generation of tourism campaigns in Ireland. Continuing the work with influencers, Ireland moves into the future, where tourism marketing belongs: to authentic experiences and personal connects. This continued success with brand influencer partnerships will no doubt set the stage for one that will be even more innovative and dynamic in promoting Ireland’s tourism sector in the years to come.

As the tourism landscape continues to change, Ireland’s investment in influencer marketing also serves as proof of how modern and innovative digital methods can bring in economic growth while expanding the country’s overall appeal on the international tourism scene. Indeed, through the evolving dynamics of social media and the growing effect of influencer power, Ireland is establishing itself as a world-leading destination for the foreseeable future.