Tourism Ireland rolls out its new Green Button campaign

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Tourism Ireland has launched a major promotional campaign to boost travel to the island of Ireland, urging US travelers to press the ‘Green Button’ and book a vacation to Ireland in the coming months.

Visitors are being invited to feel the power of nature along Ireland’s majestic Wild Atlantic Way, reach back in time and connect with the past in Ireland’s Ancient East, and enjoy epic landscapes and the warm spirit of the locals in Northern Ireland.


The ‘Green Button’ campaign carries a very clear ‘book now’ message, creating a commitment to travel by pressing a green button – green being the color of ‘go’ and the color universally connected with the island of Ireland.

Iconic attractions and spectacular scenery are front and center in the campaign, including Dublin’s Trinity College and Guinness Storehouse, Belfast’s Titanic museum, and stunning sights such as the Giant’s Causeway in County Antrim and the Cliffs of Moher in County Clare – all driving to www.Ireland.com where you will discover a wealth of travel offers from Tourism Ireland’s partners.


The $4.9 million campaign runs from September 27, 2021 through January 14, 2022, targeting the U.S. and Canada markets of travelers eager to return to the island of Ireland or to visit Ireland for the first time. 

Alison Metcalfe, Executive Vice President, Tourism Ireland, North America & Australia/NZ said,  "We are delighted to roll out our ‘Green Button’ campaign in the United States. We look forward to working closely with our key media, travel trade and airline partners in the months and years ahead – to rebuild tourism to the island of Ireland.”

Metcalfe continued, “Our ‘Green Button’ campaign is a multi-media promotional campaign that will be seen by tens of millions of people across the US. It aims to generate awareness of Ireland and encourage US travelers to book their next trip to Ireland. Our key message is that we cannot wait to roll out the green carpet and welcome back visitors from the United States in 2022 and beyond.”

The United States is the second-largest source market for tourism to the island of Ireland. In 2019, we welcomed 1.7 million American visitors to the island of Ireland. It is the most important market in terms of revenue, responsible for 27% of all tourist revenue. Revenue generated by American visitors in 2019 was $1.9 billion.

For more information on visiting Ireland please visit – www.ireland.com

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