The recent State visit to Ireland by Her Majesty the Queen and President Obama have both been hugely successful. The visits have generated significant exposure for Ireland not only in the Ireland’s two main markets – Britain and the United States, but also in other countries. Media coverage of the events reinforced the core values that differentiate Ireland from many other destinations with the country’s unique blend of heritage, scenic landscapes, and friendly population very much in evidence. The Queen’s itinerary included visits to a number of Ireland’s iconic attractions, Trinity College, Book of Kells, the Rock of Cashel and the Guinness Storehouse. These attractions play a key role in differentiating Ireland as a unique destination with a rich and varied cultural heritage. The Queen thoroughly enjoyed her visit to the National Stud and highlighted Ireland’s reputation as a world class destination for the pursuit of equestrian activities. 

Recent events in Egypt and other countries in North Africa have emphasised the growing importance of the social media. With the breadth of electronic dissemination growing ever wider, social networks like Facebook and Twitter, individual blogs and sites like tripadvisor are also playing an increasingly important role influencing destination choice. These new media provide both an opportunity and a challenge for tourism destinations.