Tourism Ireland Uses Halloween to Boost Autumn Travel Interest

Tuesday, October 22, 2024

Tourism Ireland is putting Halloween at the forefront of its autumn travel promotions, highlighting the holiday as a compelling reason to visit the island during the season. In mid-September, the organization launched a multi-market campaign to attract travelers in time for autumn holiday bookings. While Halloween is widely celebrated around the world, few realize that its origins date back to Ireland over 2,000 years ago, rooted in the ancient Celtic festival of Samhain.

In the first month since its launch, the campaign has garnered significant engagement and results:

• 14 million views on English-language YouTube
• Over 100 million views across multiple languages and platforms (TV, cinema, online)
• 200,000 searches for Halloween festivals and activities on Ireland.com
• A doubling in the recognition of Halloween’s Irish origins among viewers, with 7 out of 10 expressing a greater interest in visiting

Tourism Ireland estimates that with continued focus, Halloween-themed tourism could contribute an additional €60 million annually within five years, providing economic benefits to local businesses and communities across the island. The rich history of Halloween in Ireland is complemented by modern celebrations, including Derry Halloween—the largest Halloween festival in Europe—Púca Festival in County Meath, which celebrates the holiday’s ancient roots, and the Bram Stoker Festival in Dublin, honoring Ireland’s literary heritage.

Supported by Tourism Northern Ireland, Fáilte Ireland, and local authorities, these festivals showcase the island’s unique blend of tradition and contemporary culture, making Ireland an ideal autumn destination for travelers.

Alice Mansergh, Chief Executive of Tourism Ireland, said: “Halloween is one of the world’s favourite festivals but not everyone knows that it originated on these shores around 2,000 years ago. At Tourism Ireland, we’re excited to change that, inviting visitors to experience Halloween where it all started. There are wonderful festivals to enjoy, from Derry Halloween to Púca in Meath, Bram Stoker in Dublin, Macnas in Galway and so much more, with thanks to our partners in local authorities, Fáilte Ireland and Tourism Northern Ireland. We’ve been thrilled to see the positive response overseas to our ‘Home of Halloween’ campaign, including over 100 million views across 13 markets within a month of launch, twice the recognition of Ireland as the birthplace of Halloween, and an increased likelihood to visit, all teeing up substantial benefits for off-season tourism.”

The campaign kicked off with a striking 60-second film, creatively shot in black and white to showcase the ancient origins of Halloween in Celtic culture, before transitioning into vibrant color to highlight contemporary Halloween festivals. The ad captures stunning landscapes and iconic locations across Ireland, including Poulnabrone Dolmen, the Giant’s Causeway, Derry-Londonderry, Craggaunowen Crannóg, and Newgrange. The full campaign spans TV, cinema, and digital platforms across 13 key tourism markets, such as Britain, the United States, Canada, Australia, Germany, France, Spain, Italy, Belgium, the Netherlands, Denmark, Sweden, and Switzerland. You can watch the video on YouTube below.

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