In the lead-up to St. Patrick’s Day (March 17), Tourism Ireland is celebrating Irish Heritage Month with a comprehensive activation at the Toronto Eaton Centre, with both travel advisors and their clients invited to drop by a little inspiration and hopefully to engage in some on-the-spot trip planning.
Now underway on Level 2 of North America’s busiest shopping mall, the high-visibility “Create #YourIrishEdit” consumer activation brings together travel experts, tour operator partners, and 14 Irish brands – as well as live music, dancers and music (see performance schedule below) – all with a mind to inspire Canadians to travel to Ireland for their next holiday.
The event spotlights the full breadth of sellable Irish product, from dramatic coastal itineraries and culturally rich city stays to luxury castle accommodations, culinary tourism, and heritage-driven experiences.
Importantly for the trade, specialist tour operators will be onsite throughout the two-week run, providing real-time itinerary consultation and booking support. Participating partners include Royal Irish Tours, Collette Vacations, Brendan Vacations, and CIE Tours.
Each operator will provide tailored itineraries, insider product knowledge, and exclusive promotional offers, equipping advisors with ready-to-sell programs across escorted, independent, and customizable travel styles.
From March 13 to 15, representatives from Giant’s Causeway, Northern Ireland’s UNESCO World Heritage Site, will also showcase one of Ireland’s most in-demand natural attractions, giving advisors with compelling storytelling hooks for clients seeking dramatic landscapes, Game of Thrones-inspired travel, and Northern Ireland extensions.
The pop-up also includes curated whiskey tastings and live performances from The O’Deadly’s and Alana & Leigh Cline, reinforcing Ireland’s strong cultural and culinary appeal, key motivators for today’s experiential traveller.
The activation, in partnership with Enterprise Ireland and the Consulate General of Ireland in Toronto, also provides access to 14 Made in Ireland brands across beauty, health, and fashion, giving visitors firsthand insight into the care and craftsmanship behind them, with the opportunity to sample select products.
Canada campaign
“Ireland continues to perform strongly with Canadian travellers, presenting significant opportunity for the travel trade,” says Sandra Moffatt, Country Director for Canada at Tourism Ireland. “Through our newly launched ‘Ireland Goes Beyond’ campaign, we are equipping advisors with a powerful storytelling platform that highlights the depth and diversity of the island – from iconic landscapes and heritage-rich cities to contemporary culture and immersive experiences. This activation brings that message to life in-market, creating qualified consumer interest that advisors can confidently convert into bookings’’
The consumer activation is part of wider Irish Heritage Month celebrations going on around Toronto and across the country. In 2022, the Government of Canada declared March Irish Heritage Month, a celebration of Irish communities and their descendants in Canada. It is estimated that 4.5 million Canadians, 12% of the population, claim Irish ancestry. Moreover, over 8% of the population of Toronto claims Irish ancestry; the third most frequently reported ethnic background.
Other Irish Heritage month events include the Global Greening initiative, which sees iconic sites across the world illuminated in green, including Niagara Falls on March 13, the Toronto Sign at Nathan Phillips Square on March 14, and the CN Tower on March 17. The city of Toronto will also host the annual St. Patrick’s Day Parade on March 15, starting at noon, and the Toronto Marlies and Maple Leafs will play special commemorative St. Patrick’s Day games on March 14 and 17.
Ireland pop-up details
- Dates: Through March 17
- Location: Toronto Eaton Centre, Level 2 at the Albert’s Way Entrance
- Hours: Monday to Saturday (10 a.m. – 9 p.m.), Sunday (10-7)
- Performance schedule: Mar. 6-8, 4-8 p.m.; Mar. 12, 5-8 p.m.; Mar. 14, 4-8 p.m.; Mar. 15, 1-7 p.m.; Mar. 17, 10 a.m.-2 p.m.)
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