Check out Tourism Ireland's pop-up experience at Toronto's Eaton Centre

In celebration of Irish Heritage Month and the countdown to St. Patrick’s Day, Tourism Ireland is inviting Canadian travel advisors to leverage a high-visibility consumer activation designed to inspire clients and drive bookings to the island of Ireland.

Running through March 17 on Level 2 at the busy Toronto Eaton Centre, the “Create #YourIrishEdit” pop-up offers an opportunity for advisors to engage clients inspired by immersive destination storytelling and on-the-spot trip planning.

The activation spotlights the full breadth of sellable Irish product, from dramatic coastal itineraries and culturally rich city stays to luxury castle accommodations, culinary tourism, and heritage-driven experiences.

 mportantly for the trade, specialist tour operators will be onsite throughout the two-week run, providing real-time itinerary consultation and booking support.

Participating partners include:

• Royal Irish Tours
• Collette Vacations
• Brendan Vacations
• CIE Tours

Each operator will provide tailored itineraries, insider product knowledge, and exclusive promotional offers, equipping advisors with ready-to-sell programs across escorted, independent, and customizable travel styles.

From March 13–15, representatives from Giant’s Causeway, Northern Ireland’s UNESCO World Heritage Site, will showcase one of Ireland’s most in-demand natural attractions.

This provides advisors with compelling storytelling hooks for clients seeking dramatic landscapes, Game of Thrones–inspired travel, and Northern Ireland extensions.

The pop-up also includes curated whiskey tastings and live performances from The O’Deadly’s and Alana & Leigh Cline, reinforcing Ireland’s strong cultural and culinary appeal, key motivators for today’s experiential traveller.

The activation, in partnership with Enterprise Ireland, and the Consulate General of Ireland in Toronto, also provides access to 14 Made in Ireland brands across beauty, health, and fashion, and gain firsthand insight into the care and craftsmanship behind them, with the opportunity to sample select products.

Participating brands include: Bare by Vogue Williams, Kinvara Skincare, Ella & Jo, SEA+SOLU, The Smooth Company, Sadie's Secrets, WaterWipes, Celtic Tweed, Deer Park Knitwear, Hanna Hats, Urban Aran, Foxford, Aran Woollen Mills, Dingle Distillery.

“Ireland continues to perform strongly with Canadian travellers, presenting significant opportunity for the travel trade,” said Sandra Moffatt, country director for Canada at Tourism Ireland, in a press release.

“Through our newly launched ‘Ireland Goes Beyond’ campaign, we are equipping advisors with a powerful storytelling platform that highlights the depth and diversity of the island, from iconic landscapes and heritage-rich cities to contemporary culture and immersive experiences. This activation brings that message to life in-market, creating qualified consumer interest that advisors can confidently convert into bookings."

Irish Heritage Month

The activation is part of wider Irish Heritage Month celebrations going on around the City of Toronto and across the country.

In 2022, the Government of Canada declared March Irish Heritage Month, a celebration of Irish communities and their descendants in Canada.

It is estimated that 4.5 million Canadians, 12 per cent of the population, claim Irish ancestry.

Moreover, more than eight per cent of the population of Toronto claims Irish ancestry; the third most frequently reported ethnic background.

Other Irish Heritage month events include the Global Greening initiative, which sees iconic sites across the world illuminated in green, including Niagara Falls on March 13, the Toronto Sign at Nathan Phillips Square on March 14, and the CN Tower on March 17. The city of Toronto will also host the annual St. Patrick’s Day Parade on March 15, starting at 12PM, and the Marlies and Maple Leafs will play special commemorative St. Patrick’s Day games on March 14 and 17.

The Ireland Pop-Up is located at the Toronto Eaton Centre (220 Yonge St), Level 2 at the Albert’s Way Entrance. It will run Monday to Saturday (10:00 a.m. – 9:00 p.m.) and Sunday (10:00 a.m. – 7:00 p.m.)

The performance schedule is as follows:

Monday, March 2, 2026         6-8PM

Wednesday, March 4, 2026    4-8PM

Friday, March 6, 2026            4-8PM

Sunday, March 8, 2026           4-8PM

Tuesday, March 10, 2026       4-8PM

Thursday, March 12, 2026      5-8PM

Saturday, March 14, 2026      4-8PM

Sunday, March 15, 2026         1-7PM

Tuesday, March 17, 2026       10AM-2PM

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