Thursday, June 19, 2025
Millions of readers across Australia and New Zealand are being introduced to a slower, more meaningful way to travel as six influential travel journalists immerse themselves in the natural beauty, culture, and communities of Ireland. Hosted by Tourism Ireland in partnership with Fáilte Ireland and Tourism Northern Ireland, the week-long familiarization trip offers a firsthand experience of Ireland’s new global campaign, Ireland Unrushed.
This initiative, taking place throughout June, aims to promote the island as a destination where travelers can slow down, explore deeply, and connect authentically. The carefully curated itinerary for the journalists emphasizes Ireland’s tranquil landscapes, immersive local experiences, and opportunities for mindful exploration. Together, these prominent outlets—The Sydney Morning Herald, NZ Herald, and Woman’s Day—connect with a vast audience of millions, helping spotlight Ireland as a premier destination for travelers looking for meaningful, rejuvenating, and immersive experiences.
Embracing the Spirit of ‘Ireland Unrushed’
The Ireland Unrushed campaign taps into a key insight: four out of five international tourists who opt for destinations beyond the typical sun-soaked holiday are actively seeking a sense of exploration and connection. Responding to this, Tourism Ireland has launched an international storytelling initiative across digital, video, and social media platforms to inspire a slower-paced, nature-rich Irish experience.
From peaceful boat tours and forest escapes to culinary delights and wellness encounters, the campaign highlights Ireland as the perfect antidote to hurried, overcrowded tourist hotspots. Through this lens, the island’s lakes, rivers, woodlands, castles, and small-town hospitality shine as the core of the travel narrative.
A Journey Through the Heart of Ireland
The group’s journey began in central Ireland, where they visited Clonmacnoise—an ancient monastic site nestled on the banks of the River Shannon. They followed this with an eco-friendly cycling adventure along the Shannon-Erne Blueway, organized by Electric Bike Trails, which allowed them to experience the lush Irish countryside at a gentle pace.
At Strokestown Park House & Gardens, the group explored Ireland’s rich heritage and vibrant horticulture, uncovering stories from the island’s complex history while wandering through its serene and beautifully maintained gardens. The itinerary continued with a serene boat tour to the fairy-tale-like Clough Oughter Castle, dramatically situated on a lake in County Cavan.
An overnight retreat at CABÜ by the Lakes in Killykeen Forest Park gave the visitors a chance to unwind in stylish cabins nestled in nature. This was followed by a rejuvenating wellbeing session at Farnham Estate, where spa treatments and forest walks further reinforced the theme of relaxation and wellness.
Northern Discoveries in Fermanagh
The second leg of the trip brought the group to County Fermanagh in Northern Ireland, where water, wilderness, and local culture converged into unforgettable moments. A scenic expedition with Erne Water Taxi offered an intimate exploration of Fermanagh’s tranquil lake system and its picturesque island landscapes. The journey continued with a flavorful stop at Boatyard Distillery, where visitors sampled premium handcrafted spirits and gained insight into the artistry fueling Northern Ireland’s thriving craft distillery scene.
The wellness theme continued with a tranquil yoga session near the iconic Marble Arch Caves, followed by a rugged jeep safari across the Cuilcagh Boardwalk Trail—popularly known as the “Stairway to Heaven” for its elevated views over the untouched landscape.
Outdoor adventures were rounded out with a kayaking excursion on Lough Erne with Blue Green Yonder, offering a peaceful encounter with the waterway’s beauty and biodiversity. The journey concluded with a flavorful culinary tour led by Enniskillen Taste Experience, where the group sampled local produce and heard the stories behind each dish from passionate artisans.
A Global Campaign with a Local Heart
The Ireland Unrushed campaign doesn’t end with this trip. Its reach extends far beyond the journalists’ journey, with a multimedia rollout across key international markets including the United Kingdom, United States, Canada, Germany, France, Spain, Italy, and the Netherlands. Collectively, the campaign is expected to reach over 70 million people, making it one of the most far-reaching tourism promotions from the island to date.
By inviting influential storytellers from Australia and New Zealand to experience Ireland through a slower, more meaningful lens, Tourism Ireland is amplifying a message that resonates with today’s traveler: take your time, travel deeply, and discover not just a destination, but a feeling. Whether wandering through ancient ruins, paddling across still lakes, tasting farm-to-table fare, or breathing in forest air, Ireland Unrushed is more than a campaign—it’s an invitation to rediscover the joy of unhurried journeys.
As millions of potential travelers read about these experiences in the weeks and months ahead, Ireland is poised to welcome a new wave of visitors seeking depth, connection, and tranquility on their next adventure.
