Tourism Ireland and VisitBritain came together to celebrate the return of The British & Irish Lions to Australia with a high-energy trade and media event in Sydney. Held during the Lions’ victory against the Queensland Reds, the evening combined destination updates, networking and themed entertainment that showcased the close ties between Ireland, Britain and the Australian travel trade.
A united front for tourism and sport
Guests were welcomed by British Consul General and Deputy Trade Commissioner for Australia and New Zealand, Louise Cantillon, and Consul General of Ireland in Sydney, Rosie Keane. They were followed by presentations from Kristen Angus, VisitBritain Country Manager for Australia and New Zealand, and Sofia Hansson, Tourism Ireland Regional Manager ANZ.
The updates focused on current campaigns, upcoming sporting highlights, and new opportunities for Australian travellers to explore Great Britain and the Island of Ireland through cultural and sporting lenses.
Destination bingo and Lions on the field
To add to the festive atmosphere, attendees participated in a round of “Destination Bingo” — a sport-themed quiz that tested knowledge on the British Isles, followed by live screening of the rugby clash between The British & Irish Lions and the Queensland Reds.
Sofia Hansson of Tourism Ireland said, “It’s an exciting time as the British and Irish Lions return to Australia for the first time in twelve years, and acts as a great opportunity to highlight the Island of Ireland as a destination for lovers of sport, culture and world-class experiences, all the while teaming up with our close neighbours at VisitBritain.”
Kristen Angus added, “With a strong line-up of major sporting events set to keep Britain front of mind across both Australia and the UK in the year ahead, we’re excited to build on this momentum and look forward to continuing our close collaboration with our travel trade and media partners.”
Looking ahead to the first test
As the Lions prepare to take on the Wallabies in the first test on 19 July, the event served as a fitting celebration of shared culture, storytelling and sporting pride—showcasing both destinations as vibrant, welcoming, and rich in experiences that resonate with Australian travellers.
