Tourism Ireland has launched its new global campaign, 'Ireland Unrushed', designed to encourage visitors to embrace a more leisurely pace while exploring Northern Ireland and the wider island of Ireland this summer and beyond. The campaign is built on the understanding that 80% of overseas visitors opting for non-sun holidays are seeking a sense of exploration during their trips. The 'Ireland Unrushed' campaign showcases enjoyable journeys and highlights experiences rooted in nature and local communities. The stunning Causeway Coast features prominently in one of a series of promotional videos, which highlight breathtaking landscapes and 'slow tourism' activities. These videos aim to convey the message, 'You may find, when you slow down, you feel more,' and are accompanied by an atmospheric track titled 'Worlds Above Us' by Irish musician Lōwli.

The campaign is currently running throughout June on leading video platforms, social media, and digital channels in key markets including Great Britain, the United States, Canada, Germany, France, Spain, Italy, and the Netherlands, alongside other global tourism markets. It is projected to reach an estimated 70 million people. Early testing of the videos has yielded impressive results, achieving over 90% persuasion scores, which indicates their effectiveness in influencing consumer consideration for Northern Ireland and the island of Ireland as a holiday destination.

Tourism Ireland is also actively collaborating with tourism operators across Northern Ireland, promoting various slow tourism initiatives. These initiatives offer visitors opportunities for more enriching travel experiences that encourage slowing down and creating lasting memories.