GoPro and Tourism Ireland’s United Forces to Showcase Ireland as the Ultimate Adventure Destination

Thursday, July 10, 2025

The tourism body has revealed its thrilling new partnership with GoPro, the collaboration aimed at promoting Ireland as the ultimate destination for adventure tourism. The year-round campaign, aimed at encouraging adventurous travelers in the United States and elsewhere to come to Ireland to experience its beautiful landscapes and rich culture, will utilize GoPro to promote the destination.

Seven GoPro global representatives embarked on an island-wide road trip in May, capturing stunning footage with GoPro cameras. Their adventures saw them go to Ireland’s most popular must-see’s—all the way from Dublin’s busy city centre to the Wild Atlantic Way’s breathtaking coast, to Northern Ireland’s wild landscapes. Their stunning footage was shared by the group’s over 3 million-strong Instagram following, giving the viewer a rare and enjoyable glimpse of Ireland.

GoPro Ambassadors Showcase Ireland’s Adventure Hotspots

These seven GoPro representatives–Susi Vidal, Connor Trimble, Will Strathmann, Paige Tingey, Paddy Mack, Harry McNulty, and Marissa Meizz–all put their personal stamp on the campaign. In the process, they saw the best of Ireland’s adventurous offerings, from the adrenaline-fueled activities like surfing the Wild Atlantic Way to exploring the green, rolling hills of Northern Ireland.

The material from the ambassadors, uploaded to their respective social media pages, was also featured internationally on GoPro’s digital assets. Combined, the 32-plus million subscribers on YouTube and Instagram provided the campaign with unparalleled global reach for Ireland’s diverse outdoor offerings. The material has also been featured by Tourism Ireland on its social assets, including Instagram, YouTube, and Facebook, to provide extensive global audiences the same experience of Ireland as the GoPro creators did.

It is the initial partnership between GoPro and Tourism Ireland, and already it is generating buzz in the global community of adventure travelers. The initiative is the perfect way to reach enthusiastic travelers who never stop searching for the next outdoor experience, according to Alison Metcalfe, Head of North America at Tourism Ireland. The partnership has been devised to market Ireland as not just a holiday destination but as an experience in the making.

Reaching 50 Million People in the U.S. Alone

The campaign is projected to deliver over 50 million opportunities to see (OTS) in the U.S. alone, targeting travelers eager for active, experience-rich travel. The use of GoPro’s wide-reaching platforms allows the campaign to tap into a dedicated and engaged audience who already view GoPro as the go-to brand for documenting their adventurous journeys.

Through GoPro’s channels and Tourism Ireland’s promotional efforts, the campaign is expected to inspire a significant number of travelers to choose Ireland for their next adventure. Whether it’s hiking the Cliffs of Moher, cycling through Ireland’s verdant countryside, or experiencing the country’s rich cultural heritage through its lively pubs and festivals, Ireland is positioned as a must-see destination for those seeking both outdoor excitement and cultural immersion.

The Power of Social Media in Modern Tourism

The partnership also reflects the growing role of social media and influencer marketing in tourism campaigns. With GoPro’s impressive global reach, the collaboration emphasizes the importance of leveraging digital platforms to attract younger, adventure-driven travelers. GoPro’s creators have a dedicated following of outdoor enthusiasts, and through their firsthand accounts of Ireland’s landscapes, they are directly influencing the travel choices of a significant portion of the adventure tourism market.

Kelly Baker, GoPro’s Senior Director of Global Communications and Influencer Marketing, expressed her enthusiasm for the partnership, noting that GoPro is always seeking to bring creators to destinations that offer adventure and unique experiences. She mentioned that Ireland had surpassed expectations, providing not just breathtaking landscapes, but also opportunities for memorable experiences, from exploring castles to enjoying traditional Irish music and dance.

Enhancing Ireland’s Global Appeal for Adventure Travelers

Tourism Ireland’s partnership with GoPro is part of a broader strategy to showcase the country’s appeal as an adventure destination. Ireland, known for its lush green landscapes and picturesque coastal views, offers an abundance of outdoor activities for all levels of adventurers. From kayaking along the River Liffey to hiking in the Mourne Mountains, Ireland has long been a hidden gem for active travelers seeking both challenge and beauty.

Through this campaign, Tourism Ireland is tapping into the increasing demand for adventure travel, particularly in the post-pandemic era, where more and more travelers are seeking authentic, outdoor experiences. This initiative not only highlights Ireland’s natural beauty but also positions the island as a destination that seamlessly blends adventure with culture.

The Campaign’s Global Reach and Long-Term Impact

The campaign will continue throughout 2023, with content being shared globally. The combined efforts of GoPro’s digital and social media platforms, along with Tourism Ireland’s outreach, will help attract even more visitors to Ireland in the coming years. By showcasing Ireland’s adventure offerings, the campaign aims to position the island as a must-visit destination for the global adventure travel community.

This collaboration also aligns with Tourism Ireland’s ongoing efforts to strengthen Ireland’s tourism economy, especially following the challenges posed by the COVID-19 pandemic. With over 50 million potential views in the U.S. alone, the partnership is expected to contribute significantly to the growth of Ireland’s tourism industry.

Tips for Adventure Travelers to Ireland

If you’re considering embarking on your own adventure in Ireland, here are some quick tips to make the most of your experience:

Pack for the Weather: Ireland’s weather can be unpredictable, so always pack layers, waterproofs, and sturdy footwear.

Rent a Car: Renting a car allows you to explore Ireland’s hidden gems at your own pace, from the Wild Atlantic Way to the scenic countryside.

Embrace the Outdoors: Ireland offers a plethora of outdoor activities, from hiking and cycling to kayaking and surfing. Don’t miss out on exploring the great outdoors.

Book in Advance: For popular adventure activities, especially in the summer months, book your tours and activities in advance to secure your spot.

Experience Local Culture: Beyond the adventure, immerse yourself in Irish culture by visiting local pubs, attending live music events, and learning about Ireland’s rich heritage.

Travel Impact: Adventure Tourism in Ireland

The GoPro-Tourism Ireland partnership will have monumental impacts on the domestic adventure tourism market, first and foremost in key markets like the United States. With the potential to reach 50 million viewers in the United States alone, the advertising campaign has the potential to create the experience of adventuring in Ireland in the imagination of many thrill-seekers who will want to experience the natural beauty of Ireland firsthand.

Ireland’s raw beauty–its majestic coastlines, rolling countryside, and hidden places–has been attracting those in search of outdoor thrill for many years. From surfboarding the Wild Atlantic Way’s swells to hiking the stunning Mourne Mountains, the country has action for the traveling adventurous at all experience levels. This concept appeals to the growing interest in raw, experience-based-adventure, in particular for those looking to experience the great outdoors and track down off-the-map places.

As the campaign runs throughout the year, it’s sure to stir interest in global tourists, mainly those from the United States and Europe, to visit and challenge themselves in some of the prettiest surroundings in the world. The emphasis on action-packed activities like hiking, rock climbing, and kayaking not only enhances Ireland’s tourism credentials, but also consolidates the country’s status as one of the places to go for adventure seekers.

Apart from the adrenaline fix, the promotional campaign references the possibility of immersing oneself in Ireland’s cultural heritage. The tourists are invited to dip into local culture, whether visiting historic sites, hearing the authentic Irish music, or getting familiarized with the famously warm locals.

But the long-term benefits will come from more people considering Ireland not just for the trip, but for the place where there’s literally adventure around the corner. Emerging from the restrictions of the pandemic, the planet needs active, outdoor vacations, and Ireland will be one of the lead locations where we’re going to capture that. Truly, this collaboration by GoPro and Tourism Ireland is more than a publicity campaign; it’s an open call for the world to tap the adventurous potential of the island. It’s encouraging everyone to be part of one story of exploration and discovery, and in the process giving Ireland more space on the world map of adventure tourism. The ripple effects of the campaign will chart the future for Ireland’s tourism industry and make the country the destination of choice for the coming years.

Conclusion: Ireland’s Adventure Tourism Soars with GoPro Collaboration

Naturally stunning, historically profound, and culture-vibrant Ireland has been one of the globe’s most desired destinations to visit for decades. The GoPro partnership has the goal of propelling the country to the pinnacle of international adventure tourism. Through activating an enormous following of adventurers and uncovering Ireland’s natural best, the project will certainly inspire thousands to visit and experience Ireland’s appeal firsthand.

Throughout the year during the run of the campaign, GoPro and Tourism Ireland feel the collaboration will lead to more adventurous tourists, propelling Ireland’s tourism sector and solidifying its spot on the globe’s adventure travel map.