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And so, dear friends, to the Emerald Isle, and why not we hear you ask. After all, it has a rich history, plenty of stunning locations and Guinness. What more do you want?
Well, it seems not everyone is convinced, leading Tourism Ireland to try to redefine perceptions of the island as a holiday destination with a new global ad campaign ‘Ireland Goes Beyond’, created by Grey London.
In a competitive global tourism landscape where every destination is fighting for attention with famous landmarks, white sand beaches, or guaranteed warm weather, Ireland has plenty of competition. To outcompete and grow visitor numbers, Tourism Ireland and Grey set out to answer a fundamental question: what’s the one thing you can get in Ireland that you can’t get anywhere else?
To answer this question the agency went beyond the typical list of tourist sights and undertook ethnographic research with everyone from tour operators, to Irish locals and industry experts, all to gain an authentic understanding of what makes the island so unique.
This revealed a distinctive truth about the destination: what truly sets Ireland apart isn’t just a list of attractions, but an inherent “spirit of generosity” that resonates with every visitor.
This spirit is felt throughout the island: the warmth and charm of its people, its calm, inviting wide-open natural spaces, and a vibrant culture of music, food and art that actively encourages you to take part, not just observe. Every aspect of visiting Ireland feels like a generous invitation.
The core insight for the campaign is that while most holidays leave visitors feeling like a tourist on the periphery, Ireland truly invites you in. It’s not just a place you visit, but somewhere you’re made to feel truly part of, from the place to the people and the culture. The campaign platform, “the island that goes beyond,” is designed to bottle this unique spirit of generosity and motivate holidaymakers around the world to visit.
Spearheaded by a new film, the activity is being rolled out globally across various channels, forming a central pillar of Tourism Ireland’s wider marketing strategy for 2026 to promote the island overseas.
The activity playfully illustrates the island’s intrinsic generosity through the story of Paul, a local man determined to return a lost hat to visitors. This simple act of kindness escalates into an unexpected pursuit, taking viewers on a journey across Ireland’s stunning landscapes, rich culture, and unique experiences.
As the visitors venture deeper into Ireland, Paul’s epic effort becomes symbolic of the island that goes beyond. This is supported by a suite of social films that bring to life different examples of the generosity of the people, culture, and scenery across the island.
Tourism Ireland director of marketing Aidan Power said: “We know that visitors to the island of Ireland are motivated by our stunning scenery, deep history and rich culture. Uniquely, our people and our welcome add to this, by welcoming our visitors in. The island of Ireland is a place of connection and we’re proud to share some of that in our new campaign.”
Grey London chief creative officer Helen Rhodes added: “Unfolding like a small film, a simple act of kindness becomes a cinematic celebration of Ireland’s warmth, humour and spirit. We wanted to reflect the uniquely human character of the island, and it was a genuine honour to create a story that celebrates what makes travelling in Ireland so memorable.”
So, what is the consensus around the Decision Marketing office?
Well, to be fair, they have managed to cram in quite a lot of the sights and sounds of Ireland, all backed by the requisite “Fiddly dee” Irish music.
Whether it will be enough to attract the sun seeking, poolside set is another matter. But, hey, they probably wouldn’t enjoy it anyway!
Decision Marketing Adometer: An ‘Irish Eyes Are Smiling’ 8 out of 10
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