Ireland banks on slow travel to boost sustainable tourism

Tourism Ireland has doubled down on a €2.4m campaign to attract visitors seeking immersive, low-impact holidays. Targeting “enrichment explorers” in 13 global markets, the Ireland Unrushed campaign spotlighted rail, coach, and walking routes alongside regional culinary and cultural gems.

With nearly 60% of visitors wanting to learn about local sustainability practices—and half willing to pay more for eco-friendly stays—the push reframes tourism as an opportunity for deeper, greener engagement. Early results point to a reach of 121 million and a 90% persuasion score, indicating strong potential for shifting visitor behaviour towards lower-carbon travel.

Read the full story to see how destination marketing is evolving for a sustainability-driven future.