Tourism Ireland picks UM to lead its global media strategy and planning
Tourism Ireland has appointed UM as its new global media strategy, planning and buying agency following a competitive EU-wide tender. The four-year contract, with options to extend up to seven years, is valued at an estimated €210 million—roughly €30 million annually across more than 14 markets.
The organization, charged with promoting the island of Ireland overseas, plays a critical role in attracting visitors and boosting local economies. Overseas tourism brought in €6.9 billion in 2024 and supports about 300,000 jobs across the island.
Tourism Ireland has set an ambitious target of growing inbound tourism by an average of 5.6% annually through 2030, aiming to generate over €9 billion in revenue per year by the end of the decade. In 2024, Ireland welcomed almost 6.6 million overseas visitors (a +5 % increase on 2023).
“Overseas tourism was worth €6.9 billion to the island of Ireland in 2024, and we are targeting sustained growth to €9 billion by 2030,” said Aidan Power, Tourism Ireland’s Director of Marketing. “Inspiring holidaymakers and competing with other global destinations is critical—and UM will play a key role in realizing that ambition.”
Susan Kingston Brown, Global Brand President of UM, called the win “incredibly special,” noting UM’s deep expertise in global media and its strong ties to Ireland. “We are proud of our data-driven consumer expertise, driving return on investment with insight and emotion for consumers,” she said.
UM will handle media buying and planning across TV, cinema, digital, social, search and other channels, with a mandate to maximize efficiency in markets including the United States, Canada, Great Britain, Germany, France, Spain, Italy, the Nordics, Belgium, the Netherlands, Switzerland and Australia.
TravelMole Editorial Team
Vegas’s Billion-Dollar Secrets – What They Don’t Want Tourists to Know
Visit Florida’s New CEO Bryan Griffin Shares His Vision for State Tourism with Graham
Chicago’s Tourism Renaissance: Graham Interviews Kristin Reynolds of Choose Chicago
Graham Talks with Cassandra McCauley of MMGY NextFactor About the Latest Industry Research
Destination International’s Andreas Weissenborn: Research, Advocacy, and Destination Impact
Graham and Don Welsh Discuss the Success of Destinations International’s Annual Conference
Graham and CEO Andre Kiwitz on Ventura Travel’s UK Move and Recruitment for the Role
Brett Laiken and Graham Discuss Florida’s Tourism Momentum and Global Appeal
Graham and Elliot Ferguson on Positioning DC as a Cultural and Inclusive Global Destination
Graham Talks to Fraser Last About His England-to-Ireland Trek for Mental Health Awareness
Kathy Nelson Tells Graham About the Honour of Hosting the World Cup and Kansas City’s Future
Graham McKenzie on Sir Richie Richardson’s Dual Passion for Golf and His Homeland, Antigua
ADS PRO 
Phocuswright reveals the world's largest travel markets in volume in 2025
Cyclone in Sri Lanka had limited effect on tourism in contrary to media reports
Higher departure tax and visa cost, e-arrival card: Japan unleashes the fiscal weapon against tourists
In Italy, the Meloni government congratulates itself for its tourism achievements
Singapore to forbid entry to undesirable travelers with new no-boarding directive