Running across key overseas markets – including GB, the United States, Canada, Germany, France, Spain, Italy, Belgium, the Netherlands and the Nordic countries – the organisation's ‘Home of Halloween’ campaign is shining a spotlight on the island of Ireland's ancient Samhain traditions, world-famous Halloween festivals and unique autumn experiences.
This year's campaign includes new TV and streaming shows, overseas media visits, digital campaigns and extensive promotion on social channels – all designed to drive awareness, consideration and bookings for autumn travel to the island of Ireland.
Last year, through co-operative marketing with booking platforms focused on ‘Home of Halloween’, Tourism Ireland generated £42 million in incremental inbound bookings.
Tourism Ireland is partnering with leading online travel platforms once again this year, to drive booked trips and incremental visitor spend.
Highlights of Tourism Ireland's 2026 'Home of Halloween' campaign include:
- A new Halloween travelogue, called Samhain – The Birth of Halloween, co-produced by Tourism Ireland and fronted by tenor Michael Londra, will air on PBS and Create TV in the US, showcasing the island of Ireland's Halloween story to a potential audience of millions.
- In the US, LiveNOW from FOX will carry an extended live broadcast from Derry Halloween, featuring additional footage from the Púca Festival in County Meath, on 31st October.
- In total, 25 media from 11 different markets will experience our Halloween festivals across the island first hand, generating valuable coverage.
As part of Tourism Ireland’s International Programming Ireland Fund, Tourism Ireland is co-producing a new documentary featuring Derry Halloween, further showcasing the festival and the island of Ireland's Halloween heritage overseas.
Digital campaigns showcasing reasons to visit at Halloween have reached 30 million views in key markets. Interest in Halloween on Tourism Ireland's website, Ireland.com, has doubled in terms of traffic compared to the same period last year.
Campaigns have been shown to double awareness of Halloween's origins on the island, with 7 out of 10 people more likely to consider travel to the island of Ireland in the future.
Tourism Ireland has invited renowned American travel broadcaster Gabe Saglie to host a satellite media tour promoting the island of Ireland as the ‘Home of Halloween’.
Gabe will broadcast live from Kilkenny on 29th October, reaching millions of viewers on around 25 TV stations on the CBS, FOX, ABC and NBC networks.
Tourism Ireland is sharing its ‘Home of Halloween’ message with its 7.5 million followers on social media worldwide, as well as via its website, Ireland.com, which has lots of information for potential visitors.
Alice Mansergh, Chief Executive of Tourism Ireland, said: “Halloween is a proud part of our cultural heritage on the island of Ireland.
"Samhain traditions stretching back 2,000 years live on in communities and festivals.
"Our ancestors marked the changing of the seasons and a time they believed the veil between this world and the other world thinned.
"Costumes were worn as a disguise from the spirits. The first jack-o'- lanterns were turnips rather than pumpkins. Those migrating to North America brought these traditions with them, and adapted them, and Halloween now has a global profile. We say there's no better place to experience it than the island of Ireland, Home of Halloween.
"Twenty-five (25) media from 11 countries will join us at Derry Halloween, Púca and diverse Samhain festivals – with thanks to councils, communities, Tourism Northern Ireland and Fáilte Ireland for their partnership on the ground.
“Tourism Ireland campaigns have been shown to double awareness of Halloween's origins on the island of Ireland, with 7 out of 10 more likely to consider future visits.
"A new 'Samhain – The Birth of Halloween' travel show will air to audiences in the US, hosted by tenor Michael Londra.
"Partnerships with online booking platforms last year delivered £42 million in incremental bookings and have been active again this autumn to win hearts, minds and trips at this uniquely special time of year.”
