Tourism Ireland

What Tourism Ireland does

Tourism Ireland is the statutory cross-border tourism marketing body established under the Good Friday Agreement and operating under the North South Ministerial Council framework. It is jointly funded by the Government of Ireland (Department of Enterprise, Tourism and Employment) and the Northern Ireland Executive (Department for the Economy) and is incorporated in the Republic of Ireland as Tourism Ireland Limited, a Company Limited by Guarantee without Share Capital (Registered No. 336370). Its mandate is to market the island of Ireland — combining the Republic of Ireland and Northern Ireland as a single destination — to overseas visitors across at least 18 source markets spanning Great Britain, North America (US and Canada), Mainland Europe (Germany, France, Italy, Spain, Switzerland, Austria, Benelux, Nordics), Australia and New Zealand, and Asia (including China). It is headquartered in Dublin with regional offices in London (GB publicity team), New York, Toronto, Berlin, and Stuttgart, and runs dedicated sales missions, media visits, and co-operative campaigns in additional markets. Headcount is 101-250.

The organization's go-to-market blends enterprise field sales (sales missions, trade workshops), channel partnerships (co-funded campaigns with airlines, sea carriers, and tour operators), event-driven demand generation (ITB Berlin, CMT Stuttgart, IMEX America, IBTM World, World Travel Market London, BMW PGA Championship, KLM Open, FedEx Open de France, and consumer pop-ups such as the Toronto Eaton Centre Ireland Pop-Up), and community-led publicity (media visits, press releases, content creators, prize sponsorships). Product surface spans B2B programmes (Meet in Ireland for business events; Golf in Ireland; Publicity Programmes; Sales Missions; Workshops and Trade Shows; NI Overseas Engagement Programme; ITOA Co-operative Partnerships), tiered commercial partnerships (USA Gold/Silver/Bronze at $32k/$16.5k/$6k; GB Partnership Programme €10k–€150k+; ANZ at €5,500), consumer-facing assets (ireland.com as primary call-to-action, the Ireland Content Pool, social channels, and a 23,500+ contact ezine database), and market research publications (SOAR, Visitor Facts and Figures, Market Profiles, Overseas Sentiment Research).

The underlying marketing technology stack is Microsoft Dynamics 365 Customer Insights – Journeys, implemented and managed by Unipartner under a five-year digital transformation contract, enabling real-time marketing capabilities, personalized customer journeys, and advanced analytics across 13+ overseas markets. Revenue mechanics are government grant-in-aid plus industry partner fees; the body does not sell tourism products commercially but allocates co-funding and supports Irish tourism SMEs — including hotels, attractions, activity providers, DMCs, and tour operators — through co-operative partnership programmes, overseas event participation, and media amplification. Tiered partnership fees, co-funded airline/sea carrier campaigns (up to 50% match in the DACH region), and event participation fees constitute the partner-side commercial counterweight to public funding.

Name

Tourism Ireland

Legal name

Tourism Ireland Limited

Website

https://tourismireland.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

101–250 employees

Short description

Tourism Ireland is the cross-border statutory body that markets the island of Ireland (Republic of Ireland and Northern Ireland) as an overseas tourism destination, jointly funded by the Irish Government and Northern Ireland Executive and operating across 18+ source markets via trade shows, sales missions, co-funded campaigns, and digital platforms.

Ownership category

akta.pro rank

Product category

Destination Marketing Services

NAICS

Convention and Visitors Bureaus (561591)

SIC

Services-Advertising Agencies (7311), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Tourism Trade & Services Exports Development (BPADAMAO)

akta.pro secondary industries

Cultural, Heritage & Arts Travel Agencies (THAKAFAK), Permitting, Reservations & Visitor Information Services (Passes, Booking, Visitor Centers) (THAAAGAD)

Keywords

• Destination marketing services
• Tourism promotion overseas
• Business events marketing
• Golf tourism marketing
• Travel trade partnerships

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices6 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Marketing or Sales, Personnel, Technology or R&D, Operations, Infrastructure

Revenue model

1. Government Funding (Statutory): Tourism Ireland Limited is a Company Limited by Guarantee without a Share Capital (Registered No. 336370). It is a statutory body funded by the Irish government to market the island of Ireland overseas as a tourism destination. The organization does not generate commercial revenue from product/service sales but operates on government-allocated funding to support its promotional mandate across overseas markets.

Pricing tiers

Go-to-market motion4 records

Distribution channels11 records

Marketing channels11 records

Core offering

Tourism Ireland is the statutory agency responsible for marketing the island of Ireland (combining the Republic of Ireland and Northern Ireland) as a holiday destination in overseas markets. It delivers co-funded marketing campaigns, overseas sales missions, trade show participation, publicity and media programmes, and partnership packages that give Irish tourism businesses access to international travel trade and consumers across 13+ source markets.

Product overview

Tourism Ireland operates as the international marketing organisation for the island of Ireland, offering a portfolio of marketing programmes and services designed to promote tourism from overseas markets. The core offering consists of several interconnected programmes: Meet in Ireland (business events), Golf in Ireland (golf tourism), Publicity Programmes (media engagement), Partnership Programmes (co-operative and paid marketing partnerships), and Sales Missions/Workshops (B2B trade engagement). Supporting infrastructure includes ireland.com (consumer website), the Content Pool (digital asset library), Research and Insights (market intelligence), and the Opportunity List portal (industry participation portal). The organisation also delivers Consumer Events and the NI Overseas Engagement Programme. Together these form a comprehensive marketing ecosystem targeting travel trade buyers, media, and consumers across global markets.

Differentiator

Problem solved

Functional benefit

Products and services

• Meet in Ireland
• Golf in Ireland Marketing programme promoting Ireland's parkland, links, and resort golf courses at major international golf events, targeting high-spend golf consumers, tour operators, and travel agents.
• Publicity Programmes Overseas publicity service engaging international media (journalists, influencers, content creators) through press releases, media visits, competition prizes, radio interviews, and digital PR to promote the island of Ireland as a tourism destination.
• Co-operative Partnerships Joint marketing campaigns co-funded by Tourism Ireland (matching up to 50% of total campaign investment) with airline, sea carrier, and tour operator partners to drive incremental visitor traffic to the island of Ireland.
• Paid Partnership Programmes Tiered digital and media partnership packages (Gold, Silver, Bronze in the USA; standard programmes in GB and Australia/New Zealand) providing promotional placement on Ireland.com, social media, email ezines, and event presence for industry partners.
• Ireland.com Consumer Platform Consumer-facing website providing a year-round shop window for Irish tourism businesses to display travel offers and packages, functioning as the primary call to action across Tourism Ireland's marketing communications.
• Sales Missions Overseas sales missions involving visits to multiple cities in key source markets (US, Canada, Germany, Australia/NZ, France, Spain, Nordics) for direct engagement with travel trade, tour operators, and MICE buyers through meetings and presentations.
• Workshops and Trade Shows
• ITOA Co-operative Partnerships Co-operative funding programme delivered with the Inbound Tourism Operators Association of Ireland (ITOA) that supports inbound tour operators, DMCs, and PCOs in promoting the island of Ireland across international markets.
• Ireland's Content Pool Digital asset library providing images and video content from across the island of Ireland that media and industry partners can download for editorial and promotional use.
• Research and Insights Research publication service including Tourism Key Facts, Situation and Outlook Analysis Reports (SOAR), Visitor Facts and Figures, Market Profiles, Market Reviews, and Overseas Sentiment Research.
• Opportunity List Portal Online portal listing overseas marketing opportunities including events, partnerships, publicity programmes, and workshops for island of Ireland tourism industry partners.
• NI Overseas Engagement Programme Programme delivered jointly with Tourism Northern Ireland that enables Northern Ireland tourism businesses to participate in Tourism Ireland-led leisure shows and events in overseas markets.
• Consumer Events and Pop-Up Activations Consumer-facing events in overseas markets including Ireland Week, Ireland Pop-Up at Toronto Eaton Centre, CMT Stuttgart, and St Patrick's Day celebrations, providing Irish tourism partners opportunities to engage directly with potential international visitors.
• Prize Sponsorship Competition prize sponsorship opportunities in overseas markets offering tourism businesses cost-effective brand exposure through Tourism Ireland's consumer ezines and social media channels.

Quantifiable outcome

• Ireland's Business Events sector generates €1 billion+ annually, with Business Events 2030 strategy targeting 8% average annual revenue growth rate through 2030.
• +3 more outcomes

Named customers3 records

Segments7 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Ten partnerships are on record, tiered core, major and minor.

• UnipartnercoreImplementation/ SI/ Consulting PartnerUnipartner, a Portuguese technology company, was selected by Tourism Ireland through a European public tender to lead a five-year digital transformation project using Microsoft Dynamics 365 Customer Insights – Journeys platform. The project enables real-time marketing capabilities, personalised customer journeys, and advanced analytics for Tourism Ireland's global marketing operations across 13+ markets. The contract reinforces Unipartner's footprint in the Irish market and positions it as a trusted technology partner for public sector modernisation.
• Microsoft (Dynamics 365 Customer Insights – Journeys)coreTechnology or IntegrationTourism Ireland's five-year digital transformation project leverages Microsoft Dynamics 365 Customer Insights – Journeys platform, implemented by Unipartner. This platform powers Tourism Ireland's real-time marketing, personalised customer journeys, and advanced analytics capabilities across 13+ overseas markets.
• Fáilte IrelandcoreStrategic or Co-development PartnerFáilte Ireland is Tourism Ireland's key domestic partner for tourism development in the Republic of Ireland. Tourism Ireland works collaboratively with Fáilte Ireland on overseas marketing activities, joint delegations at international trade shows (e.g., IMEX America with 35 Irish companies), industry events, publicity programmes, and the Business Events sector strategy. Fáilte Ireland also administers trade portal registrations for ROI-based tourism businesses participating in Tourism Ireland events.
• Tourism Northern IrelandcoreStrategic or Co-development PartnerTourism Northern Ireland (Tourism NI) collaborates with Tourism Ireland on overseas marketing and the NI Overseas Engagement Programme (NIOEP), which enables Northern Ireland tourism businesses to participate in Tourism Ireland-led leisure shows and events in overseas markets. Joint activities include IMEX America delegations, publicity programmes, and the Meet in Ireland business events brand.
• ITOA (Inbound Tourism Operators Association of Ireland)coreChannel Partner/ Reseller/ DistributorITOA represents Ireland's inbound tour operators, destination management companies (DMCs), handling agents, and professional conference organisers (PCOs). Tourism Ireland collaborates with ITOA to offer a co-operative funding programme that supports ITOA members in promoting the island of Ireland as a destination across international markets. ITOA members design and deliver tailored programmes for escorted tour groups, individual travellers, and business tourists.
• Air Carriers (DACH Region)majorChannel Partner/ Reseller/ DistributorTourism Ireland runs Air & Sea Carrier Co-Operative Campaigns with airline and sea carrier partners in the DACH region (Germany, Austria & Switzerland). These campaigns aim to increase destination awareness and passenger numbers to the island of Ireland. Tourism Ireland contributes up to 50% of total campaign investment (inclusive of VAT) and campaigns must include external media channels with island of Ireland destination messaging covering both Northern Ireland and Republic of Ireland where possible.
• Aer LingusmajorChannel Partner/ Reseller/ DistributorAer Lingus is highlighted as a key airline partner for Ireland's tourism growth, particularly for transatlantic routes and connectivity to North America. The airline is referenced in the context of Irish Heritage Month promotions in Canada, where negotiations are underway with Aer Lingus for a potential summer charter to Palanga in 2027.
• International Tourism Buyers and Tour OperatorscoreChannel Partner/ Reseller/ DistributorTourism Ireland organizes annual 'Meet the Buyer' workshops and familiarization tours (e.g., 'Embrace the Spirit of Adventure' with 145 international tourism buyers from 15 markets) to connect Irish tourism businesses with international tour operators and buyers from growth markets including Canada, Mainland Europe, and China.
• Northern Ireland Tourism Businesses (via NI Overseas Engagement Programme)coreChannel Partner/ Reseller/ DistributorThe NI Overseas Engagement Programme (NIOEP) 2026, delivered jointly by Tourism Ireland and Tourism NI, supports Northern Ireland activity and experience tourism businesses to attend Tourism Ireland-led leisure shows and events in key overseas markets. The programme targets small, privately-owned tourism businesses and enables their participation in fairs, workshops, shows, and sales missions.
• Game of Thrones Studio TourminorStrategic or Co-development PartnerThe Game of Thrones Studio Tour in Northern Ireland is featured as a key attraction in Tourism Ireland's 'Embrace the Spirit of Adventure' familiarization tour for international tourism buyers, showcasing Northern Ireland's outdoor and adventure tourism offerings alongside The Gobbins, Strangford Lough, Mourne Mountains, and Castlewellan Forest Park.

Scale indicators19 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• VisitBritain: UK national tourism agency (statutory body) marketing Britain overseas. Directly comparable as a government-funded DMO running similar trade missions, publicity programmes, and partnership programmes in overlapping source markets. Joint activity with Tourism Ireland (e.g., Nordics workshop) confirms peer status.
• Tourism Australia: Australian government DMO operating internationally via paid partnership programmes (similar tiered model), consumer events, and trade shows. Also a long-haul destination with a clear premium leisure positioning and federal funding model analogous to Tourism Ireland's.
• Brand USA: USA's national destination marketing organisation running co-funded marketing programmes, media missions, and trade show presence (IPW, IMEX America) targeting international visitors. Operates with a public-private partnership funding model and runs international sales missions comparable to Tourism Ireland's overseas model.
• Tourism New Zealand: New Zealand's national tourism organisation running international marketing, partnership programmes, and trade events targeting long-haul leisure visitors. Both organisations share structure, scale of budget, and target segments (high-yield leisure, adventure, MICE).
• VisitScotland: Scotland's national tourism agency running overseas sales missions, consumer events, and partnership programmes to grow visitor yield. Closely comparable as a neighbouring island/UK-region destination competing for the same GB and North American leisure visitor.
• Switzerland Tourism: Switzerland's government-funded national tourism board with overseas offices, co-funded carrier campaigns, MICE and leisure marketing. Tourism Ireland runs DACH carrier co-operative campaigns that directly compete with Switzerland for German-speaking leisure visitors.
• Atout France: France's national DMO operating overseas marketing, trade events (Rendez-vous en France), and international sales missions targeting leisure and MICE visitors. Directly comparable in scale, statutory funding model, and target source markets (US, GB, Mainland Europe).
• German National Tourist Board (DZT): Germany's national tourism board running overseas marketing and trade events (ITB Berlin ownership). Tourism Ireland actively markets Germany as a source market via ITB Berlin, and DZT's structure and operations closely mirror Tourism Ireland's model.

Regional players

• Tourism Flanders / Visit Flanders: Regional Belgian tourism organisation and Travel Trade Days Utrecht participant. Comparable as a Benelux-based DMO that Tourism Ireland collaborates with through Avitour's 240 independent travel agent offices and B2B workshops.

Others

• Fáilte Ireland: Tourism Ireland's sister agency responsible for domestic tourism development in the Republic of Ireland (not overseas marketing). They coordinate joint industry events, IMEX America delegations, and the BE 2030 strategy — making Fáilte Ireland the most strategically integrated partner/peer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/GoToIreland
• YouTubeyoutube.com/channel/UCv3Hu_Hs_QEFfAP6ozSmL8A
• LinkedInlinkedin.com/company/tourism-ireland

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Tourism Ireland