WATCH: Tourism Ireland ‘Home of Halloween’ campaign aims to attract more oversea visitors

Tourism Ireland has launched its new ‘Home of Halloween’ campaign celebrating unique Celtic heritage and modern festivals visitors can enjoy across the island.

As seasons change and autumn travel is now in focus, Tourism Ireland is promoting Halloween as an iconic reason to visit the island of Ireland in autumn. A multi-market campaign has gone live, to reach potential visitors in time for autumn holiday booking timelines.

Halloween is a favourite calendar moment in many countries around the world, yet not everyone knows that it originated on the island of Ireland around 2,000 years ago in Celtic culture. 

The campaign launches with a 60-second film which is filmed partly in black and white – to bring a sense of history and distinctiveness and to showcase Ireland in a way that completely stands out from other destinations – and then bursts into colour with modern-day festivities. 

Landscapes are featured from around the island of Ireland, including Poulnabrone Dolmen, the Giant’s Causeway, County Derry, Craggaunowen Crannóg and Newgrange. The campaign will run on a mix of TV, cinema and digital channels in 12 key tourism markets including Britain, the United States, Canada, Australia, Germany, France, Spain, Italy, Netherlands, Nordics, Austria and Switzerland.

Promoting off-season festivals and events like Halloween is a key element of Tourism Ireland’s strategy to spread the tourism season and attract potential visitors to come throughout the year. In the same way that St Patrick’s Day acts as an anchor for early spring visits, Halloween can provide an authentic ‘must visit’ reason to enjoy a trip to the island of Ireland in mid-autumn.

Alice Mansergh, Chief Executive of Tourism Ireland, said: “As seasons change and people begin planning autumn trips, we’re excited to launch our new ‘Home of Halloween’ campaign today in 12 key overseas markets. Halloween is one of the world’s favourite festivals but not everyone knows that it originated here in Celtic culture around 2,000 years ago.

"At Tourism Ireland, we’ve worked with academics and experts to trace the story back and then bring it to life, through scenery, storytelling and culture, with modern-day appeal, given the fabulous festivals there are to enjoy across the island. We look forward to welcoming visitors and bringing valuable tourism business to communities across the island in the autumn season.”

Festivals bring a sense of modern community and connection at this time of year, from Derry Halloween – the largest festival of its type in Europe, to the Púca festival in Ireland’s Ancient East that celebrates Ireland as the birthplace of Halloween, the Bram Stoker Festival in Dublin, ‘Fire and Shadows’ processions in Limerick, Longford and Waterford, the Macnas parade in Galway and many more, supported by local authorities, Fáilte Ireland and Tourism Northern Ireland.

The Derry Halloween celebrations will focus on ‘Awakening the Walled City’ trail within the streets of the city centre from October 28-30 and will climax with a ‘Carnival of the Dead’ themed Halloween parade and fireworks display on Thursday, October 31.

In creating this campaign, Tourism Ireland collaborated with experts Dr Kelly Fitzgerald, Head of the School of Irish, Celtic Studies and Folklore at University College Dublin, and with Clodagh Doyle, from the Irish Folklife Division of the National Museum of Ireland, to trace the origins of Halloween with authenticity and references to documented traditions.

Fast forward to the modern day and there are exciting Halloween festivals across the island of Ireland for visitors to enjoy.  

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Clodagh Doyle, Irish Folklife Division of the National Museum of Ireland, said: “Halloween as we know it today, certainly has its origins in Ireland. It is deeply rooted in the ancient Celtic festival of Samhain which marked the end of the harvest season and dates back more than 2,000 years.

"From traditions to archaeological sites to incredible artefacts, there are remnants of the origins of Halloween everywhere on the island of Ireland, if you know where to look!” 

Dr Kelly Fitzgerald, Head of the School of Irish, Celtic Studies and Folklore at University College Dublin, said: “I believe it is time for Ireland to reclaim its strong connections to Samhain, to recapture its past but recognise what the holiday contributes to the present.

"The festival is a wonderful space to celebrate the original traditions of Samhain and Púca Festival in County Meath and Derry Halloween really capture the essence of Halloween with storytelling, entertainment and fancy dress.”