With its own border now re-opened and Canadians able to travel again, Tourism Ireland wants to ensure it’s pushing all the right buttons to entice travellers from this country to return to the Emerald Isle. Indeed, the tourism board has launched a major promotional campaign and recently invited key members of the trade to an information lunch in Toronto for an update on restart plans, as well as hosting a virtual expo for travel advisors.

Tourism Ireland executive VP Allison Metcalfe travelled from New York to join Canada country manager Sandra Moffatt for the update to tour operators, airlines, and other industry partners at, appropriately, an Irish Pub in the city, to officially launch the new “Green Button” promotional blitz, which is expected to be seen by over 10 million Canadians and subsequently drive bookings for short breaks and holidays in the coming months and next year.

Metcalfe, who began her career with the Irish tourist board in Canada, told Travel Industry Today that the global campaign is the first paid media initiative since the pandemic and is realistically expected to stimulate demand in 2022 with over $900,000 being spent on the multi-media promotional initiative through Jan. 16, 2022.

The campaign concept is designed keep consumers inspired about travelling to Ireland, but also to deliver a very clear ‘book now’ message, creating a commitment to travel by pressing a green button – green being the colour of ‘go’ and the colour universally connected with the island of Ireland – that is found on the Ireland.com web site and which leads to content and packages offered by Canadian suppliers.

Iconic attractions and spectacular scenery are front and centre in the campaign, including Dublin’s Trinity College and Guinness Storehouse, Belfast’s Titanic Museum, and iconic sights such as the Giant’s Causeway in County Antrim and the Cliffs of Moher in County Clare.

The campaign, launched in late September, is rolling out across multiple consumer channels such as TV, digital and out-of-home, as well as a busy program of publicity, including social media. Co-operative promotions with air and sea carriers, as well as online travel agents, are also under way.

“Our key message is that we cannot wait to roll out the green carpet and welcome back visitors from Canada,” says Moffatt, noting that Ireland opened to fully vaccinated Canadians on July 19 (with no quarantine).

That roll-out is now possible with a number of airlines indicating returning service to Ireland, with Air Canada having re-started flights to Dublin from Toronto in August and Aer Lingus flying four times weekly between the two cities as of Sept. 18. Transat and WestJet, meanwhile, will return in late April and early May 2022, respectively. Tourism Ireland also remains hopeful that access from Vancouver and Halifax will return.

Metcalfe says the conclusion of the green button campaign won’t end Tourism Ireland’s efforts in Canada, which have remained extensive, even throughout the pandemic, with a “keep the lights on” aspirational theme.

“We’ll continue to invest in Canada (in 2022), and more than we have in the past,” she says, noting the country is an important market for Ireland – ninth overall – welcoming a record 250,000 visitors in 2019. And they tend to be long-stay and high-spend (ranked fifth for Ireland).

Canadians, she says, have a natural affinity for Emerald Isle with over 4.5 million, for example, claiming Irish ancestry, many of whom used pandemic down-time to start exploring their roots.

Other “passion points” include history, culture, scenery and exploring off-the-beaten track, movie tourism, food, and music,” all of which Ireland offers in spades.

And while family and roots are important, Metcalfe also points out that 65% of Canadians visiting Ireland are travelling purely for leisure purposes.

“(Canadians) feel comfortable going to Ireland,” she adds. “They feel it’s safe and welcoming, and it’s somewhat familiar, even if they haven’t been before.”

Add that to the likelihood that a majority of post-pandemic travellers seem likely to choose safe, familiar destinations (like Europe), and places they’ve been before in 2022 and next year seems destined to be a good one for Ireland out of Canada.

Nevertheless, Metcalfe is quick to acknowledge that even Ireland can’t sell itself.

“We have a plan, we have a strategy,” she says. “But our success is dependent on working on a partnership with (the trade)… to drive recovery. What we’re trying to do is stimulate demand, which will be good for their businesses, and ultimately good for Irish tourism.”

DUBLIN GO-TO GUIDE

<<Temple Bar, Dublin>>

For those ready to walk the “green carpet” in Ireland soon or in the future, Tourism Ireland offers the following suggestions to make the most of a visit to the gateway city, Dublin:

1. The Guinness Storehouse

The “black stuff” may be famous the world over, but this slow-settling porter started off life in St James’s Gate at the heart of old Dublin. Back in 1759, an enterprising brewer by the name of Arthur Guinness took out a 9,000-year lease on the brewery here for an annual rent of £45. A couple of centuries later, the Storehouse was born. Built in the style of the Chicago School of Architecture 1904, it was originally used as a fermentation house. Today it’s Ireland’s number one visitor attraction – a gleaming, multimedia exhibition on everything from retro advertising to the craft of brewing, topped off with a pint in the 360-degree Gravity Bar. When you get there, don’t forget to raise your glass to Arthur’s wonderful creation! was born. Built in the style of the Chicago School of Architecture 1904, it was originally used as a fermentation house. Today it’s Ireland’s number one visitor attraction – a gleaming, multimedia exhibition on everything from retro advertising to the craft of brewing, topped off with a pint in the 360-degree Gravity Bar. When you get there, don’t forget to raise your glass to Arthur’s wonderful creation!

2. St Patrick’s and Christ Church Cathedrals

Ancient, dramatic and intriguing, Dublin’s two cathedrals make a striking pair. Built beside a well where Ireland’s patron saint baptised converts, St Patrick’s dates back to 1220 and is filled with monuments, 19th-century-stained glass and a beautiful Lady Chapel.

Just a 10-minute walk away, Christ Church has attracted pilgrims for almost 1,000 years, and today one of its biggest attractions is its medieval crypt. There are plenty of other reasons to visit, but some may be fascinated by the Chapel of St Laurence O’Toole… a heart-shaped shrine contains the saint’s embalmed heart.

3. The Book of Kells and Trinity College

With a backstory that includes monks, Vikings and remote Scottish islands, the Book of Kells will make the hairs on the back of your neck stand on end. This glorious Early Christian illuminated manuscript is quite simply a masterpiece. Located within Trinity College’s Treasury, the tour here includes a visit to the Long Room Library, one of Europe’s most magnificent libraries housing over 200,000 of Trinity’s oldest books. Afterwards, wander around the charming campus of Trinity, which dates back to 1592 and boasts an impressive list of alumni including Bram Stoker, Oscar Wilde and Jonathan Swift. The Front Square and Campanile are a delight, while the college also houses the modern Science Gallery, and the Douglas Hyde Gallery, with changing contemporary art exhibitions.

4. EPIC The Irish Emigration Museum

Located in the historic vaults of the CHQ Building at Custom House Quay, visitors will find the two-time winner of Europe’s Leading Tourist Attraction, EPIC The Irish Emigration Museum. The museum delves into the past of Ireland’s diaspora in brilliant interactive detail, and the state-of-the-art visitor experience explores the inspiring journeys of over 10 million people who left Ireland’s shores throughout history. Fancy learning more about your Irish ancestry? The Irish Family History Centre is also located here, where you can access valuable records, speak with a genealogy expert, and join the online community of people on a quest to learn about their Irish roots. And if you’re looking for another location laden in lineage, Glasnevin Cemetery is a treasure trove of records accounting for 1.5 million burials – in fact, you could say a visit here will give you an intriguing look into the birth of the nation.

5. Dublin Castle

Perched on the site of a Danish Viking fortress from 930 AD, and with its first stone cast by King John of England in 1230, Dublin Castle’s historical significance did not stop there. Under British rule from that point until 1921 (it was a key target during the 1916 Easter Rising), it has been a court, a fortress, even a site of execution in its time, and its architecture has evolved and grown with each metamorphosis. In truth, it feels more like a rambling campus than an actual castle – not many turrets in sight – but it’s the setting for every big state event, including presidential inaugurations. Wander the grounds, or take a guided tour to the state apartments, medieval undercroft, and the Chapel Royal.

6. Kilmainham Gaol

There’s a real “wow” moment that comes with walking into the East Wing of Kilmainham Gaol. Eerie, vast, and deserted, the gaol is the largest unoccupied prison in Europe and holds countless tales within its thick, cold walls. By the time it had closed in 1924, many of Ireland’s foremost political figures had passed through its cells, including Robert Emmet, Charles Stewart Parnell, President Eamon de Valera, and the leaders of the 1916 Rising (14 of whom were executed in the stonecutter’s yard). The tour here gives a dramatic insight into the history of this forbidding prison, with its overcrowding, hardship, and brutal conditions. A definite don’t miss.

7. Dublin’s Free Museums

Gaze at one of the largest and most spellbinding gold collections in Europe; come “face to face” with the incredible preserved bodies of Iron Age people; and look in wonder at a 4,500-year-old log boat from County Galway. The National Museum of Ireland is just one of the city’s must-visit museums, housed within a lovely Palladian building from 1890.

And it doesn’t stop there. The National Gallery of Ireland includes wonderful European and Irish fine art, with an acclaimed collection of works by Irish painter Jack B Yeats. Soak up the past and see Irish design through the ages at the National Museum of Decorative Arts and History in Collins Barracks, and head to the Hugh Lane Gallery to see the world-renowned Francis Bacon Studio. And the really good news? Admission is free!

8. City Parks

Whether you want to spend the evening watching a retro film in a leafy Georgian square or potter around a lunchtime farmers’ market, Dublin’s parks will fit the bill. Cherished and adored, the city’s green spaces include the hidden oasis of Iveagh Gardens (perfect for afternoon picnics) and the city centre gem of St Stephen’s Green, which was used for public executions until the 1770s. Make like a local by spending an afternoon cycling through the Phoenix Park, one of Europe’s largest enclosed city parks – with a large herd of fallow deer for company; seek out the statue of Oscar Wilde in Merrion Square; or take time out at Dubh Linn Gardens, tucked just behind Dublin Castle. Urban bliss.

9. Little Museum of Dublin

Tucked away on St Stephen’s Green is the Little Museum of Dublin, an eccentric collection of fascinating items donated by Dubliners themselves. Intricately curated and thoughtfully displayed, the museum is a delightful place to spend an unhurried afternoon, uncovering a more intimate history of Dublin in the 20th century through photography, letters, advertising, and art. Music fans will particularly enjoy the second-floor exhibition – U2 Made in Dublin, which charts the story of the city’s most famous rock band from 1976 to the present day. Afterwards, head downstairs to the basement kitchen of Hatch & Sons for a hearty lunch of traditional Irish smoked fish.