St Patrick’s Day is a traditional Irish festival on 17 March, which is widely celebrated in many countries. Since 2010, Tourism Ireland, the organisation responsible for promoting Ireland as an ideal travel destination, holds a campaign called the Global Greening Initiative to celebrate St Patrick’s Day and tell the world about Ireland. In the campaign, many landmarks and sites in various countries are illuminated in green, which is the signature colour of the festival. On 13 Feb 2018, Tourism Ireland announced the opening of the initiative this year on its twitter page, as one of the marketing approaches of the campaign.
Many studies have been carried out and found travelers are keen on searching travel information on internet and social media platforms, one of them is twitter. In this study I examined the activities about the Global Greening Initiative on the twittersphere, to see who were involving in the related activities on twitter and what can be done in future to achieve an effective promotion on twitter about this initiative and ultimately Ireland as a travel destination.