Tourism Ireland celebrates 50 years of marketing the destination

Tourism Ireland, the organization responsible for promoting the island of Ireland overseas, is celebrating the 50th anniversary of ‘Meitheal’, Ireland’s tourism trade event.

‘Meitheal’ – pronounced meh-hill – is the Irish word for gathering. The annual industry showcase connects the Irish tourism sector with international buyers. Delegates from over 20 countries are on site in Killarney in County Kerry for the two-day event on April 1 and April 2, with operators delivering strong Canadian business to Ireland including Air Canada Vacations, G Adventures, Goway, Executive Global Tours, EF Go Ahead and Royal Irish Tours all in attendance.

This event follows the annual Meet the Buyer conference which took place in Northern Ireland last week, with both events offering a showcase of the best tourism offerings across the island of Ireland, 1:1 appointments with industry partners and pre/post familiarization trips for attendees.

Led by Ireland’s the national tourism development authority Fáilte Ireland, in partnership with Tourism Ireland, Meitheal has grown in tandem with Ireland’s tourism industry. In 1975, the sector generated £165 million in revenue – equivalent to €1.19 billion today when adjusted for inflation. In 2024, overseas tourism to Ireland reached €7 billion, marking a +10% increase on 2023.

To mark this milestone, Tourism Ireland has released a promotional video featuring Irish archival footage from advertising campaigns over the years. The video includes music by The Cranberries, the County Limerick rock band who achieved global success in the ‘90s.

Tourism offerings expand

Capturing key aspects of the island of Ireland, from the scenic landscapes of the Wild Atlantic Way to the historic streets of Dublin and Belfast, it reflects the evolution of Ireland’s tourism offering since Meitheal first began in 1975. In that time, enduring peace has been established on the island of Ireland, allowing cities such as Derry and Belfast to flourish.

While traditional music shown in ads in the 1970s can still be enjoyed in pubs island wide, since 1975, acts like U2, Sinead O’Connor, Fontaines DC and Hozier have brought newer sounds to the fore. The Cranberries featured in an ad campaign in the late ‘90s and their track Dreams is still loved today.

An era of growth

Ireland joined the EU in 1973, opening up new relationships and connections to the world. An era of growth and development followed. Accessible and affordable air travel opened up the island to visitors. Technology has revolutionised how consumers book travel. In the 1970s, print brochures and coupons played a key role in destination marketing, as well as one-to-one travel advice. Today, 80% of travel isresearched and booked online, allowing destinations to deliver personalised marketing programs at scale.

Social media and now AI are also shaping demand, with one third of holidaymakers experimenting with AI for travel research (according to Tourism Ireland’s latest Sentiment Tracker Research).

Yet, despite so much change, the enduring qualities that continue to attract travellers to the island of Ireland remain our stunning landscapes, authentic Irish music and culture and our renowned warm Irish welcome.