Ireland looks to ‘screen tourism’ to swell arrival figures

Ireland is harnessing its appearance in film and TV productions to encourage more visitors to the destination, according to Tourism Ireland’s deputy head for Great Britain.

 

Judith Cassidy, the acting head for Great Britain until January, cited Derry Girls, Game of Thrones and Wednesday as among the TV series shot in Ireland, adding that Derry Girls creator Lisa McGee’s new show How to Get to Heaven from Belfast would be airing next year along with Game of Thrones spin-off A Knight of the Seven Kingdoms.

 

“We’re very much leveraging screen tourism,” she said, going on to note a three-year strategy running from 2026 under which Tourism Ireland will aim to attract “value-adding visitors”.

 

The destination wants to continue to appeal to visitors who will travel outside the summer season, stay for a long duration and spend time in a range of locations.

 

More than 40% of British travellers already visit between October and March, Cassidy said.

 

This year’s visitor figures are expected to drop below the “exceptional” total recorded last year, she added, with the number likely to return to 2023 levels.

 

Northern Ireland has been among the top-performing destinations in Ireland in the year to date. 

 

Its success has partly been due to golf-related tourism, with Royal Portrush Golf Club in County Antrim having hosted The Open in July.

 

Tourism Ireland will continue to host fam trips next year in recognition of travel agents’ contributions.

 

“Fam trips are probably the best way for the trade to see Ireland first-hand and learn about the island,” Cassidy said.