Even before a ball was struck at this year’s Ryder Cup, at Bethpage Black in New York, last weekend, Tourism Ireland was counting down to the traditional venue handover at the end of the tournament – which, this year, heralds the official countdown to Ireland’s second staging of the event, at Adare Manor, Co Limerick in 2027.
The tournament in two years’ time will be the 100th year of the Ryder Cup, so no pressure…
“Tourism Ireland is pulling out all the stops to promote our world-class golf to millions of fans and potential visitors around the globe, leveraging the spotlight of this iconic sporting moment to showcase both our championship courses and our hidden gems. It is also a superb opportunity to shine a spotlight on County Limerick and the Wild Atlantic Way,” Tourism Ireland said.
Tourism Ireland has been working hard to leverage the tourism potential of Ryder Cup 2027 and is now gearing up to maximise the opportunity this global sporting occasion presents over the coming two years. From Tourism Ireland’s collaboration with Ryder Cup Europe, which includes the creation of a new 90-second video, to its presence at major golf tournaments and events, extensive publicity, TV, digital and social media promotions and partnerships with international golf tour operators, the organisation is working hard to inspire golfers around the world to choose the island of Ireland for their next golf holiday.
Siobhan McManamy, Tourism Ireland’s Director of Markets & Partnerships, said: “This is a very special week for Ireland as we proudly accept the handover of the Ryder Cup for 2027. The stunning setting of one of our most beautiful manor house hotels, together with the passion of the fans, makes Adare Manor a truly superb venue to showcase our golf and Ireland.
“The Ryder Cup promises to be a really wonderful sporting occasion, which will undoubtedly bring significant exposure globally for Ireland as a golfing destination. It will bring thousands of international visitors and global media attention, providing a significant boost to our local economies and tourism sector. Tourism Ireland has been pulling out all the stops and will continue to do so over the coming two years, to inspire golf fans from around the world to come and experience golf in Ireland for themselves. We are also highlighting the fact that the 2026 Walker Cup is set to take place at Lahinch Golf Club and the 2026 Irish Open will take place at Trump International Golf Links in Doonbeg.”
Tourism Ireland’s aim is to leverage the Ryder Cup to highlight Ireland as a great place to hold world-class events and, by extension, a superb golf and holiday destination, as well as to encourage those attending the Ryder Cup to extend their stay here.
Tourism Ireland and Ryder Cup Europe are working on a seven-year partnership in the run-up to the 2027 Ryder Cup in Adare Manor. Highlights of this year’s activity include:
- Targeted campaigns in our priority international golf markets around key milestones – including the 2027 date announcement, DP World Tour events and the handover. To date, ads on digital and social channels, as well as email marketing, have created 9.5 million opportunities to see (reach) and reached a database of 200,000.
- A new 90-second film highlighting the handover of the Ryder Cup to Ireland will air during the ‘Breakfast at Bethpage’ live broadcast on the final day of this year’s tournament. The light-hearted piece follows US characters searching for their ‘cousin in Limerick, showcasing our stunning scenery and Irish humour. It will reach a wide broadcast audience and be shared across Ryder Cup Europe and Tourism Ireland channels.
- Articles about the 2027 Ryder Cup at Adare Manor have appeared this autumn in leading media outlets including Golf.com (15 million reach in US and Canada), National Geographic Traveller (1.8 million reach in Britain) and Bild TRAVELBOOK (10 million reach in Germany).
- Tourism Ireland and golf partners from Ireland had a ‘Golf in Ireland’ presence at key tournaments this year, including the KLM Dutch Open, BMW International Open, Betfred British Masters and BMW PGA Championship – all supported by online ads across DP World Tour and Ryder Cup platforms.
- Tourism Ireland, together with Fáilte Ireland, Limerick City & County Council and Adare Manor, will host an exhibition space in the fan village at Bethpage Black, to raise awareness and excitement about the 2027 Ryder Cup and to highlight our world-class golf.
Other Tourism Ireland activity around Ryder Cup Week 2025 includes:
- In the United States, two ads running on a major video platform – one with voiceover by Paul McGinley highlighting our championship courses and one with Matt Ginella (formerly of NBC Golf Channel) highlighting some of our ‘hidden gem’, lesser-known courses, creating 7.5 million opportunities to see (reach).
- A two-page sponsored article in LINKS magazine in the US, supported by digital and social promotions, as well as email marketing.
- In Great Britain, a multi-channel campaign post-handover, including social media promotion and engagement with key golf media.
- Compelling golf content will be shared across Tourism Ireland’s social channels, with its 7+ million followers in all markets.
