Ireland as a place to visit

Tourism Ireland’s programme of activity to highlight the island of Ireland around the world

St Patrick’s Day is an extremely important date in Tourism Ireland's calendar and traditionally marks the real start of the tourism season.

Their St Patrick’s programme spans Great Britain, Mainland Europe, North America, Australia and emerging tourism markets like the Middle East. They will be using every opportunity to capitalise on Ireland’s heightened profile this week; the saturation coverage about the island of Ireland across the global airwaves, in newspapers and digital media is an invaluable boost for our overall 2023 tourism promotional drive.

Highlights of Tourism Ireland’s St Patrick’s Day 2023

Tourism Ireland’s new global campaign, Fill your heart with Ireland is going live this week in some of our key tourism markets, including Great Britain and Germany, followed by France, Spain, Italy, Belgium, the Netherlands, Switzerland and the Nordic countries.

A particularly exciting element of the launch in Great Britain on 17 March is a special TV ‘mega spot’. At 21:00, a bespoke 60-second Fill your heart with Ireland ad will air on more than 100 channels across Britain, including ITV, Channel 4, Dave and Channel 5 – and will be seen by more than 7.7 million adults in one night.

Green in colour and energy efficiency

In London, Tourism Ireland will organise a pop-up green dance floor publicity stunt on the South Bank, on the morning of 17 March.

Professional Irish dancers will perform on the dance floor and passers-by will be invited to join in. It’s a special kinetic dance floor – powered by the dancers’ footsteps – so it will be green in both colour and in energy efficiency!

Other activity includes a special ‘Ireland Week’ in Milan – which involves Tourism Ireland taking over the city this week, with more than 50 events showcasing the culture, music, literature, food and holiday experiences of the island of Ireland.

In Spain, Tourism Ireland is also organising a special ‘Semana de Irlanda’ (Ireland Week), which includes the takeover of the metro system in Madrid and a fun publicity stunt – the Ireland takeover of San Bernardo metro station, with the station being temporarily renamed San Patricio for the week.

In the Netherlands, Tourism Ireland has organised two cultural events for this year’s St Patrick’s celebrations in The Hague: an Ireland photo exhibition and the Dutch premiere of the giant-screen documentary film Ireland at Museon-Omniversum in The Hague.