The Irish government invested nearly €375,000 in 2025 to partner with digital influencers who promote tourist destinations, including the Cliffs of Moher and Bunratty Castle, according to a Travel and Tour World report.

The investment targets international visitors through content distributed across social media platforms, including Instagram and YouTube.

The government collaborated with influencers Roz Purcell and Eric Roberts as part of the campaign. Purcell focuses on promoting local cuisine, from traditional Irish pubs to restaurants offering locally sourced food. Her content highlights sustainable food practices and eco-friendly tourism.

Roberts shares experiences exploring Ireland’s natural scenery. His content covers hiking in the Wicklow Mountains and kayaking along the Wild Atlantic Way, emphasizing adventure tourism.

The allocation stems from the recognition that social media platforms serve as tools for reaching millennial and Gen Z travelers, who increasingly turn to them for travel inspiration, the report indicates.

The investment has the potential to generate returns by encouraging tourists to visit both established attractions and lesser-known destinations, according to Travel and Tour World. Increased visitor traffic brings benefits to local businesses, including restaurants, shops, and hotels.

Influencer recommendations can drive traffic to rural or underrepresented destinations, helping spread economic benefits more evenly across the country, the report indicates.

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