Tourism Ireland Leverages St. Patrick’s Day Festivities to Boost Global Visibility

Saturday, March 16, 2024

This St. Patrick’s Day, Dublin’s celebration will stand out as a key attraction for Tourism Ireland. The agency has arranged for celebrated American travel host Gabe Saglie to broadcast live from the parade to television networks across the US, including CBS, FOX, ABC, and NBC, potentially reaching around 50 million viewers. Additionally, prominent international reporters are being hosted by Tourism Ireland and Fáilte Ireland to report on both the Dublin St. Patrick’s Day parade and various regional celebrations.

Concurrently, “Ireland Weeks” events are being held in numerous cities across Germany (including Munich, Frankfurt, Stuttgart, and Berlin), France (Paris), Italy (Milan and Rome), Spain (Madrid), Switzerland (Zurich, Basel, and other cities), and Austria (Vienna). These events, a collaboration between Tourism Ireland and the Department of Foreign Affairs, aim to showcase Irish culture, music, literature, cuisine, and vacation opportunities, effectively bringing the essence of Ireland to the streets of these cities. For instance, in Milan, the festivities include an outdoor photography exhibit displaying stunning scenes from the Wild Atlantic Way and the Causeway Coastal Route, along with an Irish film festival featuring screenings of classic Irish movies this week.

Alice Mansergh, Chief Executive Designate of Tourism Ireland, said: “Tourism Ireland’s St Patrick’s 2024 programme spans Great Britain, North America, Mainland Europe and Australia. The sense of celebration with Ireland and interest generated during St Patrick’s week inspires travel. As an illustration, Tourism Ireland in the past two years saw up to four times as many people in our target markets searching online for future holidays to Ireland during St Patrick’s week as during the rest of the spring. This year, the festival in Ireland will be the hero of our coverage. We will be streaming the parade in Dublin, as well as travel segments from across the island, to up to 50 million viewers across US TV networks alone. In Europe, Ireland Week celebrations, bringing a taste of Ireland to city streets through the arts and music, are in full swing. We are supporting our publicity drive with our ‘Fill your heart with Ireland’ advertising campaign, tailored to showcase St Patrick’s week. It is a special week to create a spotlight for all that Ireland offers visitors.”

Tourism Ireland’s “Fill Your Heart with Ireland” initiative is now being showcased across various media platforms this spring, featuring a unique St. Patrick’s Day theme this week. Check out our latest brief video below, designed specifically for social media, highlighting the vibrant celebrations and activities occurring on March 17th. This campaign is expected to create more than 100 million views, showcasing the unique experiences Ireland provides during this festive season.

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