Ireland

Ireland is a small country but one which consistently ranks amongst the world’s leading country brands. It has a well-established historical image that is over a century old, but the national brand is not centrally managed. Sectoral branding strategies in tourism, in food and drink production, and in foreign direct investment have proved extraordinarily successful in delivering economic benefit and job creation. The approach adopted by the national agencies in each sector is outlined. The challenges facing the historical brand of Ireland are identified, and lessons that other destinations can take from Ireland’s sector-led approach are suggested.