Home » IRELAND TRAVEL NEWS » Tourism Ireland Leverages The 153rd Open to Showcase Northern Ireland as a Must-Visit Golf Destination
Friday, July 11, 2025
Northern Ireland is the centre of attention this summer as the prestigious Royal Portrush Golf Club prepares to host the 153rd Open Championship. As much a major occasion for golf fanatics, the world’s largest sports event is a unique opportunity for the island of Ireland, and Northern Ireland, to bask in the centre spot. With a history of delivering major golf events, the return of the Open at Royal Portrush guarantees to grab the international eye, and Tourism Ireland systematically ensures the spotlight is comprehensively used as a marketing method for the region’s golf holidays and tourism.
Tourism Ireland has been going all out to promote what will prove a highly coveted event, forming a robust international campaign running to seek out golfers all over the globe to holiday in Ireland next. Special marketing initiatives undertaken by the organisation involve full-scale online and media campaigns, international golf tour operator collaborations, and a choice of TV and media deals specifically intended to raise awareness of Northern Ireland’s golf offerings.
Key Aspects of Tourism Ireland’s Plans for The Open
**1. Co-Producing Golf Television Shows
Tourism Ireland has collaborated with key broadcast partners to jointly produce content featuring the greatest golfing experiences in Northern Ireland. Among the highlights was the *“Golf’s Greatest Holes”* series, a six-part documentary commissioned for Sky Sports and syndicated worldwide. Through the series, the island of Ireland’s beautiful landscapes and golfing heritage are beginning to shine through big time. Additionally, the “This is Open Country” documentary, aided by Tourism Ireland, airs on the Golf Channel, Sky Sports Golf, and NOW, introducing the Irish golfing environment to millions of people all over the world.
2. Strategic Media Partnerships
In cooperation with The Telegraph and rugby legend Rory Best, Tourism Ireland produced engaging online content and videos that showcase the spectacular golfing possibilities in Northern Ireland. The content has been extensively shared, having been viewed by millions of people in Great Britain, which emphasizes the region’s unrivalled golfing appeal. The activity has been a broader effort to make sure that Northern Ireland’s golf product resonates with major overseas audiences.
3. Global Collaborations with Golf Tour Operators
In another move towards increasing visitation, Tourism Ireland has secured major partnerships with overseas golf tour operators, which have helped them bring visitors in significant numbers to experience the best golfing in Ireland. Such partnerships are supplemented by Tourism Ireland’s major participations at key industry events such as the BMW PGA at Wentworth, the International Golf Travel Market (IGTM) in Lisbon, the PGA Show in Orlando, and the IAGTO Asian Golf Tourism Convention in Vietnam. Through these events, Tourism Ireland gets a chance to communicate directly with leaders and opinion-formers at the international level and generate interest in the golf tourism product of Ireland.
4. Targeted TV Advertising Campaigns
As another attempt to reach golfers in the US, Tourism Ireland has started a specially focused ad campaign on TV, which sheds light on the unique golfing experiences the island of Ireland has to provide. Airing over a total of nine major US cities, i.e., Boston, Charlotte, Cleveland, Denver, Detroit, Indianapolis, Minneapolis, Nashville, and Philadelphia, the advertisement will target millions of viewers and catch the gaze of golfers all across the nation. The effort is now also being extended to Connected TV (CTV) and online streaming platforms from 14th July to 23rd July to cover the maximum number of people during the broadcast of the tournament.
5. Positive media coverage
Tourism Ireland has been prominent in overseas media, including a spread in the Financial Times which highlighted golf great Rory McIlroy and his quest to publicize the beautiful glens, beaches, and fairways of his home country. The feature explored the massive attraction of Northern Ireland to golfers and the diverse landscapes, from the rugged coastal cliffs to the lush green links courses. That kind of media coverage solidifies Northern Ireland as a superior golf destination.
6. Interacting with Professional Golfers and Influencers
As part of extending the reach to a wider audience, Tourism Ireland partnered with well-known former professional golfer and Sky Sports presenter Iona Stephen. Iona produced a video featuring the Valley course at Royal Portrush, the quieter companion of the iconic Dunluce links course. Through YouTube as well as social media platforms, the video was viewed by 600,000 opportunities to view and hence reached golfers in various international markets.
Tourism Ireland’s Continual Effort to Promote Northern Ireland’s Golf Offering The 153rd Open Championship is just one example of how Tourism Ireland continues to take advantage of Northern Ireland as a top-class golfing destination. Off the course, the organisation’s extensive online marketing, influencer engagement, and media relations are all helping to promote a destination which boasts some of the world’s best golf courses. From iconic links courses like Royal Portrush to secret gems dotted all across the island, visitors are spoiled for choice when it comes to great golfing experiences. The reopening of The Open to Northern Ireland is a truly special event not only for golfers, but for the tourism industry as a whole. Tourism Ireland is taking full advantage of the global event to boost the international profile of Northern Ireland, to invite visitors, and to showcase the excellent golf facilities which are available all over the island. As the tournament progresses and the world’s best golfers walk the course, the global spotlight will continue to shine upon Northern Ireland’s majestic landscapes and world-class golf courses. As the island has an abundance of individual experiences to discover the island’s natural beauty, history, and gracious hospitality, little doubt exists that Tourism Ireland’s efforts will have a lasting impact upon the region’s success at tourism and golf for years to come.
