Worldwide tourism is continuing to grow and has been identified as a critical industry for the economies of many different countries, each linking their attractions primarily to cultural identities. Ireland is one of the leading tourist destinations and the country’s tourist leaders have developed this position over decades as Ireland relies heavily on revenue generated from this source. It is estimated that overseas visitor numbers reached 6.29 million in 2011, a 7% increase from 2010. How does Ireland go about creating their specific brand image in marketing Ireland as a ‘holiday destination’? How have they created the Irish mystique that attracts so many tourists each year?

This class will explore these questions in developing a better understanding of tourism marketing and how Ireland has become a leader in this sector. The class will utilize a readings list, case studies, social media and site visits to explore this topic.