The ‘Ireland Unrushed’ campaign looked to tap in on what were called “enrichment explorers” searching for experiences rather than low-cost travel.

Last year, Netflix announced Wednesday season two would mark the ‘largest production’ to ever take place in Ireland

Ireland With Michael is a critically acclaimed TV series that airs to millions of viewers across the United States on PBS, an American TV network, with filming supported by Tourism Ireland, Fáilte Ireland and Tourism NI.

They said it uses the findings of its research to continually refine its marketing programmes overseas, in order to grow the value of inbound tourism for economies and communities across the island.

The industry is concerned that international tour operators will omit the region from all-island itineraries if they have to apply for the new ETAs.

Tourism chiefs told MLAs that any transatlantic flight from NI had to be commercially viable.

The leading travel media company unveiled the accolade on Wednesday in Lonely Planet’s Best in Travel 2024