80 million Chinese will be watching Ireland on the telly tonight
'Money can't buy' publicity like it
A documentary on Ireland will air on China Central Television tonight, attracting a potential audience of 80 million.
‘Glamorous Ireland’ was filmed on location in May by CCTV-4.
The 45-minute programme – featuring landscapes such as the Cliffs of Moher and Blarney Castle, as well as Irish society and family life, will be seen by an estimated 80 million Chinese around the world, according to Tourism Ireland.
"Working with journalists and TV crews is a key element of our annual promotional programme in China," explained Niall Gibbons, the company's CEO.
Chinese travellers are growing rapidly as a tourism source market, with Airbnb recently saying they are among its fastest growing users.
Over three million Chinese travel to Europe each year, Gibbons said, and the aim is to grow the number of its visitors to Ireland to 50,000 annually by 2017.
Tourism Ireland has offices in Shanghai, Beijing, Guangzhou and Chengdu.
CCTV-4 is the only Chinese channel with a global reach, and Gibbons describes its airtime as "the kind of publicity that money simply could not buy".
Recent CSO figures show overseas visitors to Ireland have risen 11.7pc in the first six months of 2015, positioning the country for a record year in tourism.
Recently, Tourism Ireland teamed up with ITV and presenter Christine Bleakley for another TV venture - a six-part series highlighting the Wild Atlantic Way.
'Glamorous Ireland' airs today at 7:15pm Beijing time.