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.
