Any idea why? Tourism Ireland focusing on 'slow tourism' for Ireland for the rest of summer 2026

Tourism Ireland is promoting a “slow tourism” strategy for the rest of summer 2026, aiming to attract overseas visitors through its Ireland Unrushed campaign. The initiative seeks to reach 100 million people across 15 major international markets and encourages travelers to reconnect with nature and embrace calm, supported by promotional videos featuring scenic experiences across the island at a gentler pace. Activities highlighted include boating, cycling, and sampling local produce in locations such as Fermanagh and the Giant’s Causeway. Tourism Ireland said overseas tourism generated about €732 million for Northern Ireland’s economy in 2024, and that tourism and hospitality support roughly 10% of all jobs. The organization also cited three million airline seats scheduled each month this summer for flights to the island of Ireland, using the campaign to help stimulate demand. It reported that early testing of the videos achieved persuasion ratings above 90%. The campaign is backed by international media coverage and led by Tourism Ireland CEO Alice Mansergh.