Tourism Ireland has teamed up with Spotify, the world’s most popular music streaming service, to promote Ireland as ‘the music island’ in Germany, France, Spain, Italy and the Nordic countries.

The campaign is highlighting music experiences in Dublin, Belfast and Cork – with ads and a video running on Spotify platforms, driving users to a dedicated microsite. The microsite features an interactive map, a local artist and venue guide for each city.

The campaign aims to reach Spotify users across Europe through their passion point – music – and encourage them to discover the musical styles that can be found across the island of Ireland.

“Music, and our rich musical heritage, is an important part of the holiday experience on the island of Ireland, so we’re delighted to partner with Spotify to showcase our music to its users across Europe,” said Finola O’Mahony, Tourism Ireland’s Head of Europe. “Our aim is to highlight the unique live music scene in our cities and to encourage Spotify users to come and experience it for themselves.”

In 2017, around 3.4m people visited Ireland from Mainland Europe, who generated revenue of almost €2bn for the economy.

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