Tourism Ireland is promoting a “slow tourism” strategy in a bid to attract overseas visitors this summer.
Its new Ireland Unrushed campaign, which aims to reach 100 million people across 15 major international markets, encourages tourists to reconnect with nature and embrace calm and tranquillity during their visit, reports Breaking News.
A collection of promotional videos showcases visitors experiencing the scenery across the island of Ireland at a gentler pace, featuring activities such as boating, cycling and sampling local produce in locations including Fermanagh and the Giant’s Causeway.
Tourism Ireland said overseas tourism generated approximately €732 million for the Northern Ireland economy in 2024, while tourism and hospitality supported around 10 per cent of all jobs, reports Breaking News.
The organisation added that there are three million airline seats scheduled each month this summer for flights to the island of Ireland, and it is focused on creating demand to ensure those flights are filled with international visitors.
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Examples of slow tourism include travelling along inland waterways by boat or cycling on greenways, taking train journeys to cities such as Belfast, Galway and Dublin, enjoying locally produced food on coastal tours, and exploring beaches, villages and hiking trails, reports Breaking News.
Tourism Ireland said initial testing of the campaign videos achieved persuasion ratings of more than 90%.
Tourism Ireland chief executive Alice Mansergh said the organisation wanted to present the island as an ideal destination for people seeking calm and relaxation, reports Breaking News.
“We are excited to launch our new ‘Ireland Unrushed’ campaign today, inviting our overseas visitors to connect with our nature, culture and communities,” she said.
“More than ever, people need moments of calm and our campaign is all about positioning Northern Ireland and the island of Ireland as the perfect place to create deeper connections with people and place, at a slower pace.
“Tourism Ireland is targeting visitors who are seeking a sense of exploration on their trips and our ‘Ireland Unrushed’ campaign is showcasing enjoyable journeys and highlighting experiences in nature and in local communities – helping to keep tourism businesses strong,” reports Breaking News.
To support the initiative, Tourism Ireland’s publicity campaign will also promote slow tourism experiences across the island through international media coverage.
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