Saturday, June 7, 2025

In response to recent data indicating a decline in overseas visitors during the first quarter of 2025, Tourism Ireland has unveiled a new global marketing initiative titled . This campaign aims to entice international travelers by promoting Ireland as a destination for immersive, slow tourism experiences that emphasize sustainability, cultural heritage, and local community engagement.

Recent figures from the Central Statistics Office (CSO) have raised concerns within Ireland’s hospitality sector, showing a downturn in the number of overseas visitors. In light of this, Tourism Ireland has launched the ‘Ireland Unrushed’ campaign to rejuvenate interest and attract tourists seeking meaningful travel experiences.

The ‘Ireland Unrushed’ campaign, developed by Grey London, is set to run throughout June 2025. It targets key markets including the UK, USA, Canada, Germany, France, Spain, Italy, and the Netherlands, with an estimated reach of 70 million people. The campaign features a series of videos showcasing Ireland’s breathtaking landscapes and promoting slow tourism activities. The tagline, “You may find, when you slow down, you feel more,” encapsulates the campaign’s message, encouraging travelers to take their time and connect deeply with Ireland’s natural beauty and rich culture.

The campaign highlights ‘slow tourism’ as a sustainable alternative to fast-paced travel. It encourages visitors to explore Ireland at a leisurely pace, allowing them to immerse themselves in local communities, savor authentic experiences, and reduce their environmental footprint. Research indicates that 80% of visitors who choose non-sun holidays are motivated by a desire to explore nature, delve into culture, and meet local people. Additionally, 50% of potential holidaymakers express a willingness to spend more on sustainable accommodation and experiences.

Tourism Ireland is partnering with local businesses and tourism operators across the island to showcase slow tourism experiences. These include traveling inland waterways by boat, participating in coastal food tours featuring locally grown produce, and journeying by train around cities like Cork, Dublin, and Belfast to explore nearby beaches, villages, and hiking trails. By collaborating with local industry stakeholders, the campaign aims to provide visitors with authentic and enriching travel experiences.

To support the campaign, Tourism Ireland has developed dedicated digital materials available on its international website, Ireland.com. The site features ten ‘hero’ journeys that highlight slower-paced and more immersive holiday ideas. These resources serve as a guide for prospective overseas holidaymakers seeking to plan their visits and discover the diverse offerings of Ireland’s regions.

The campaign includes strategic partnerships with prominent media outlets to amplify its reach. In the United States and Canada, Tourism Ireland has collaborated with Condé Nast Traveler to feature full articles and social media posts promoting Ireland’s slow tourism experiences. In Great Britain, the campaign sponsors an episode of Holly Rubenstein’s podcast Travel Diaries, where actor and comedian Ardal O’Hanlon discusses his experiences in Ireland. Additionally, Tourism Ireland is engaging with travel professionals through events such as a slow tourism seminar in Barcelona and featuring content in leading German travel magazine ADAC Reisemagazin.

Tourism Ireland’s CEO, Alice Mansergh, emphasized the broader benefits of the ‘Ireland Unrushed’ campaign, stating, “When visitors choose Ireland, dwell for longer and explore more, the economic and community benefits of tourism across the island are increased.” By promoting longer stays and deeper engagement with local communities, the campaign aims to enhance the economic impact of tourism and support sustainable development across Ireland.

The ‘Ireland Unrushed’ campaign represents a strategic shift towards promoting sustainable and immersive travel experiences. By encouraging visitors to slow down and connect more deeply with Ireland’s landscapes and communities, Tourism Ireland aims to attract a new generation of travelers seeking meaningful and responsible tourism options.