Score for Tourism!

22 Mar 2013

Sweden takes on the Republic of Ireland in the qualifying campaign for the 2014 World Cup this evening and Tourism Ireland is pulling out all the stops to capitalise on the tourism potential of this high profile sporting event.

With lots of exposure and ‘hype’ about Ireland through the media in Sweden this week, the match is providing Tourism Ireland with a wonderful opportunity to highlight Ireland as a wonderful holiday destination for Swedes, as well as a top location for sporting events – and to encourage Swedish football fans to make the trip to Ireland this September for the return game in Dublin.

Five days ago – on St Patrick’s Day – Tourism Ireland arranged for the venue of this evening’s match, the Friends Arena in Stockholm, to be illuminated in green and it has remained green every night since then (until this evening when it will revert to the Swedish colours!). Tourism Ireland is undertaking a busy promotional programme, to capitalise on the tourism potential the game offers, which includes targeting football fans through a competition in partnership with the Swedish FA, a competition on the Tourism Ireland website, as well as online advertising on websites popular with soccer fans. Irish food and drink will be on offer this evening in the Friends Arena and Tourism Ireland has also invited influential Swedish tour operators and travel writers to attend the game.

Caroline Brunel, Tourism Ireland’s manager for the Nordic region, said: “This evening’s match is an excellent opportunity for us to raise the profile of Ireland in Sweden and we have put a busy promotional programme in place this week, to capitalise on the wonderful exposure. Coming so soon after St Patrick’s Day when we ‘greened’ the Friends Arena, the venue of the match in Stockholm, it’s a really great ‘hook’ to deliver the message that there has never been a better time for Swedish people to visit the island of Ireland.”


Further media information:
Sinéad Grace, Tourism Ireland         
Tel: 087-685 9027

Notes to Editors:
• Tourism Ireland is the organisation responsible for promoting the island of Ireland overseas as a leading holiday destination.
• Tourism is the island of Ireland’s largest indigenous industry; responsible for in excess of 4% of GNP in the Republic of Ireland and employing approximately 200,000 people.
• In 2012, an estimated 7.27 million overseas visitors came to the island of Ireland, delivering revenue of approximately €3.51 billion. Overseas tourism business accounts for 59% of all tourism revenue.
• Tourism Ireland’s international website is, currently rolling out in 11 different language versions for over 30 individual markets around the world.
• ‘The Gathering Ireland 2013’ is Ireland’s biggest ever tourism initiative, consisting of a year-long programme of festivals, events and gatherings in every part of the country; Tourism Ireland has an extensive programme of promotions under way to highlight ‘The Gathering Ireland 2013’ around the world, working closely with the ‘Gathering’ project team.



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