Ireland's next tourism campaign taps into mythical legend and lore | The Insight Files |

Tourism Ireland is building on the success of past regional campaigns with the new Ireland's Ancient East initiative, inspired by 5,000 years of history in the oldest part of the country spanning the eastern region from Dublin south to Cork. The campaign is hoping to drive an additional 600,000 overseas visitors to the region, representing a 20% growth in traffic, while increasing visitor revenue by 25% to $1.07 billion, in total by 2020. Many other tourism boards have developed initiatives to drive business to areas outside their most popular cities but few have done so with such comprehensive programming and promotion. Find out more.