Tourism Ireland CLG

Tourism Ireland CLG is a North-South body responsible for marketing the island of Ireland overseas to boost tourism, operating across 13+ international markets with a significant annual procurement spend exceeding €30 million on marketing services.[1][3] Its core functions center on global promotional campaigns, media buying, digital strategies, and professional services like PR and data analytics.[1][5][9] Primary procurement categories include media strategy and buying, direct marketing, Power BI services, and public relations, with recent awards totaling hundreds of millions over multi-year terms.[1][3][5]

Strategic Context

Tourism Ireland recently awarded a major €210 million (over 7 years, ~€30m/year) global media buying contract to UM, covering TV, digital, social, OOH, and search across 14 markets, indicating sustained heavy investment in international advertising post-2025 tender.[1][3] Other recent awards include Microsoft Power BI services in 2023 and direct marketing for the US market with multi-year options subject to budgets.[5][7] No specific published procurement strategies or capital programmes were identified in recent sources, but spending aligns with recovery and growth in overseas tourism promotion.[1][2]

Typical Suppliers

Global media agencies like UM (IPG) and incumbents such as OMD for multi-market media buying[3]
Tech service providers for tools like Microsoft Power BI implementations[5]
Direct marketing firms specializing in regions like the US[7]
PR agencies for international tourism promotion[9]
Administrative service providers related to tourism affairs, e.g., Rodney Walshe Ltd[8]

Supplier Tips

Monitor eTenders.gov.ie closely for media, digital, and PR opportunities, as Tourism Ireland frequently publishes national notices alongside TED for high-value contracts[2][5]
Highlight multi-market experience and global capabilities in bids, given the scale of awards like the €210m media contract across 13+ markets[1][3]
Prepare for competitive processes with 4-7 year terms including extensions, backed by strong ROI evidence from tourism campaigns[1][7]

Updated 27 April 2026