Fáilte Ireland invested almost €165,000 on 29 influencer trips in 2024, as part of a campaign to promote Irish tourism to younger audiences.
A total of €142,228.03 was paid to 11 social media influencers who showcased Irish destinations, businesses, and activities through platforms like Instagram and TikTok.
According to figures obtained by the Irish Independent through the Freedom of Information Act, an additional €21,777.53 was spent on expenses such as accommodation, meals, and activities for these trips.
Notable influencers involved in the campaigns included Roz Purcell, Sarah Slattery, Emma O’Leary, Marius Monaghan, and Éadaoin Fitzmaurice.
Collectively, the content they created garnered nearly six million views on social media platforms.
The trips, typically lasting between one and three days, were part of Fáilte Ireland’s efforts to promote key tourism regions, including Dublin, the Wild Atlantic Way, Ireland’s Ancient East, and Ireland’s Hidden Heartlands.
Fáilte Ireland’s head of marketing, Emma Woods, highlighted the importance of using influencers to engage with younger audiences.
“Content-creator activity is a key part of Fáilte Ireland’s overall marketing strategy, reaching audiences that traditional advertising and digital marketing campaigns may not otherwise reach, particularly among 18 to 34-year-olds,” she said.
Woods described the investment as “very effective” due to the collaboration with “credible content creators” who have a strong connection with engaged followers.
Roz Purcell played a prominent role, participating in four trips promoting destinations such as Leitrim, Wicklow, the Wild Atlantic Way, and Ireland’s Hidden Heartlands.
Other influencers, including rugby sevens player Harry McNulty, Éadaoin Fitzmaurice, Sarah Hanrahan, and travel duo Zoe & Dani, contributed to campaigns like the “Best Daycation Ever,” which encouraged people to explore local attractions.
Destinations highlighted as part of these campaigns included Cork, Athlone, Leitrim, Mayo, Kilkenny, Meath, Donegal, Limerick, Wicklow, and Wexford.
