Tourism Ireland is continuing to reshape how the island is presented to international visitors through its Ireland Unrushed campaign—a global initiative promoting slower, more immersive and more sustainable travel experiences.  The campaign encourages travellers to move beyond fast-paced sightseeing and instead take time to explore Ireland more deeply. Built around the message “when you slow down, you feel more”, the initiative highlights journeys focused on landscapes, local culture, food and community-based experiences.  Initially launched in 2025 and expanded in 2026, the campaign is being rolled out across more than 15 international markets, including Great Britain, the United States, Canada, Germany, France, Spain, Italy and the Netherlands. Tourism Ireland estimates that the campaign will reach over 100 million people through advertising, digital channels and publicity. 

At the heart of the campaign is the concept of “slow tourism”. Rather than encouraging visitors to see as much as possible in a short period of time, the initiative promotes longer stays, slower journeys and stronger connections with local environments and communities. This includes experiences such as travelling by train, exploring inland waterways, discovering coastal food traditions and engaging with local heritage. The campaign is based on extensive visitor research. According to Tourism Ireland, around 80% of overseas visitors choosing non-sun holidays are motivated by a desire for exploration and meaningful experiences. In addition, around half of potential travellers indicate they are willing to spend more on sustainable accommodation and responsible tourism experiences. 

From a strategic perspective, the initiative also supports tourism's resilience. Longer stays and wider regional distribution can help strengthen local economies, reduce seasonality and support smaller businesses outside major urban centres. The Ireland Unrushed campaign also demonstrates how destinations can combine sustainability, storytelling, and visitor experience into a coherent tourism strategy. Rather than presenting slow travel as a sacrifice or limitation, the campaign reframes it as something richer, more memorable and more emotionally rewarding. In doing so, Ireland positions itself not only as a destination to visit, but as a place to experience—unhurried, connected, and deeply felt.

#Slow Travel #SUstainable Tourism #Destination Management