Tourism Ireland focusing on ‘slow tourism’ marketing for summer 2026

By Rebecca Black, Press Association

Tourism Ireland is focusing on “slow tourism” marketing to attract visitors this summer.

The Ireland Unrushed campaign, designed to try and reach 100 million people across 15 key overseas markets, encourages visitors to connect with nature and find a moment of calm and tranquillity.

A series of videos highlight taking in the scenery across the island of Ireland at a slower pace, with activities such as boating, cycling and enjoying local produce in areas including Fermanagh and the Giant’s Causeway.

Tourism Ireland said overseas tourism contributed some €732 million to the economy in Northern Ireland in 2024, while around 10 per cent of jobs were supported by tourism and hospitality.

They said this summer, there were three million seats on planes monthly scheduled to fly to the island of Ireland, and they were committed to generating demand for travel to fill those planes with overseas visitors.

Slow tourism activities include travelling along inland waterways by boat or on greenways by bike, to journeying by train to cities such as Belfast, Galway or Dublin; and from experiencing locally grown produce on a coastal food tour to exploring local beaches, villages and hiking trails.

Tourism Ireland said in early testing, the campaign videos achieved more than 90% persuasion scores.

Tourism Ireland chief executive Alice Mansergh said they aimed to position the island as the perfect place to find a moment of calm.

“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.”

Supporting the campaign, Tourism Ireland’s publicity activity is also set to highlight slow tourism experiences on the island of Ireland in international media outlets.