From TIFF to the Cliffs: Ireland makes its case for screen tourism

The Irish film industry is shining and the Toronto International Film Festival (TIFF) was the perfect occasion to celebrate the Emerald Isle’s synergistic relationship between tourism and film.

Screen Ireland – Ireland's state development agency for the Irish film – is showcasing five feature films at TIFF 2026 (Ancestors, Julián, Lemonade, The Lost Children of Tuam and The Pervert's Guide to Utopias) and the support was strong at a celebratory soirée Sunday (Sept. 13) at The Fifth Social Club.

“The Toronto International Film Festival is one of the world’s most prestigious film events and an important platform for showcasing Irish films, talent, creativity and storytelling to international audiences,” said Sandra Bailey Moffatt, country director for Canada at Tourism Ireland, in a press release.

“By bringing Ireland’s landscapes, culture and character to life on screen, film can inspire viewers around the world to experience the island for themselves.”

Among those in attendance were Hollywood A-lister Liam Neeson who was celebrating the premiere of his film The Lost Children of Tuam where he sat as executive producer, but also several government A-listers such as John Concannon, the Irish ambassador to Canada, and a selection of MPs and MPPs with Irish heritage.

“Ireland-Canadian relationships are in an extremely positive place as Ireland becomes Canada’s gateway into Europe,” said Concannon. “We’re English speaking and common law.”

“Canada is extraordinarily important. It’s about the ninth biggest in volume of visitors but fourth biggest in value. Canadians stay longer, they travel around the country and most importantly, Canadian visitors to Ireland and have a great time. One in five Canadians identify with Irish heritage. Ireland delivers for Canada and we’d like to see it go two ways because Canada has a huge amount to offer to Irish tourists too.”

Direct to Shannon connection

The ambassador also applauded Air Canada’s newly-announced non-stop Toronto-Shannon route coming in June 2027 with three flights a week between June and October which plans to use the new narrow-bodied long-haul Airbus A321XLR.

“A huge credit goes to our colleagues at Tourism Ireland who were able to highlight the business case for putting on a flight from Toronto to Shannon and we are delighted that it all came together,” said Claire Fitzgibbon, Consul General of Ireland in Toronto.

READ MORE: Air Canada’s Toronto-Shannon flight opens new gateway to Ireland’s West Coast

“Everyone was going in to Dublin, which is fantastic, but Shannon is our gateway to the west. It’s where some of our most beautiful scenery is and there’s great cities like Galway, and some of our most musical parts of the country. It’s a great place for people to start their vacations.”

Location scouting

“Shannon is the most beautiful place to visit,” said Louise Ryan, head of marketing at Screen Ireland.

“There’s the Cliffs of Moher, and one of the most beautiful drives in the world is from Galway, along the coast to Louisburgh and Westport. It is so stunning. Nearby are the islands of Inis Mór where The Banshees of Inisherin was filmed.”

According to Ryan, 26 per cent of all tourists in Ireland come because of screen tourism.

“It’s really phenomenal,” she said. “There’s a real value to that. You have projects like the Netflix hit Wednesday, or Bloodaxe on Prime, being shot in Ireland right now. Tourism is working hard with the talent to promote us, because they have such an amazing experience.”

And of course, the Game of Thrones Studio Tour in Banbridge, Northern Ireland is still a major attraction where guests are transported into the world of Westeros.

Film trails are a popular itinerary for tourists. “You can do a whole trail around the north,” said Ryan.

“There are a number of locations trails you can do in Dublin too.  We used to have busloads of Japanese tourist coming into a shop in Dublin because of the Oscar-winning musical, Once.”

Earlier this year, Tourism Northern Ireland introduced its SCENEic Route, a map inviting fans to plan their adventures around filming locations of productions like Derry Girls, Dungeons & Dragons: Honour Among Thieves, Hell Boy II: The Golden Army and more.

“For TV and film fans, screen tourism is a magical opportunity to go behind-the-scenes of their favourite productions, to walk in the footsteps of those characters and to feel part of that world,” Moffatt explained.

“It’s one thing to see Ireland on-screen, it’s another to experience it in person to truly connect with the breathtaking scenery and warm hospitality that makes Ireland so special.”

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