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A lot of travellers in the know prefer country hotels. That’s because country hotels offer a more intimate experience, and as their name suggests – the countryside setting is also something to cherish. That’s certainly true for Irish country hotels – they are big on location, a personalised experience, and also the fact that their properties are very unique. So if you had to experience the comforts, luxury and beautiful settings of Irish country hotels, where would you go? Think stunning private parklands, oak staircases, ornate fireplaces and properties that are steeped in history. Already dreaming? We’ll help turn your dream into reality. Here is a list to get you started, and we must warn you. Once you experience the beauty and luxury of an Irish country hotel, you will expect nothing less on your next holiday! Lyrath Estate– Kilkenny Lyrath Estate is a five-star hotel that boasts gorgeous grounds spread over 170 acres of the Irish countryside. You have picturesque lakes, historic gardens and emerald woodlands. But that’s not all. This Irish country hotel offers air-conditioned rooms, Oasis Spa with an indoor infinity pool, a leisure centre and 2 award-winning restaurants. Free WiFi is available throughout. Guests can enjoy a peaceful night’s sleep at Lyrath Estate as rooms are soundproof and have blackout curtains. Each room includes a 43-inch flat-screen TV and overlooks the estate. The Leisure Centre boasts a 17 m swimming pool, a gym, a steam room and a jacuzzi with a smaller splash pool for younger children. Oasis Spa offers a range of treatments, and pre-booking of appointments is essential. Contemporary Irish cuisine is on the menu at Yew Restaurant which uses locally sourced ingredients while Tupper’s is a traditional Irish bar which also serves bar food. The Grill & Bar features an open kitchen, cocktail bar and panoramic views. It is located on the mezzanine level and features dishes such as Tomahawk steak and lobster. Truly a world within itself, isn’t it? Find a booking link here. Ballyseede Castle – Tralee Who doesn’t dream of staying in a castle? Think four-poster beds, ornate marble fireplaces, elegant drawing rooms, and a property that allows you to step back in time. Ballyseede Castle is an Irish country hotel that provides elegant accommodation, fine dining with traditional Irish cuisine, and rooms that tell a story. Add to it the picturesque natural setting, and you will have an unforgettable holiday. If this sets your heart aflutter, find a booking link here. Cabra Castle Hotel– Cavan Now this is one Irish country hotel experience that you are unlikely to forget. It may well turn out to be the best holiday you ever had. Castles, with their nooks and crannies and ancient histories, are magical places. Just tailor-made for exploring. You will find yourself wandering through the magnificent reception rooms, finding a quiet corner or fireside to relax with a book, or just enjoying the atmosphere in one of the best-known castle hotels in Ireland. This hotel has such an old-world charm that it makes you forget the worries and hurried pace of modern life. Here’s a booking link for you to plan your next Irish country experience holiday. Harvey’s Point – Donegal You are certain to fall for its large and luxurious rooms and the spectacular views of the lake and the mountains. Perhaps you would never like to leave this gorgeous Irish country hotel because the award-winning cuisine has made your day. Find yourself in this magical location amid the Bluestack Mountains, on the edge of Lough Eske and you can have both – a relaxed as well as a romantic time. If you find yourself looking up your diary, and can’t wait to head to Donegal, here is a booking link. Dromoland Castle– Newmarket on Fergus This should be on your list of some of the best Irish country house hotels to stay at. Imagine taking a stroll in its 450-acre estate. Teeing off on their world class golf course. Or dressed in a pretty gown and having your afternoon tea by a roaring fire.  No matter what your preference, at Dromoland Castle there’s no escaping the sense that you are walking in the shadows of kings. This is because Dromoland Castle has been welcoming guests since the 16th  century. It ’s the ancestral home of the O’Briens of Dromoland, whose lineage dates back 1,000 years to Brian Boru, one of the last High Kings of Ireland. Situated in Newmarket on Fergus, 3.1 km from Dromoland Castle, Dromoland Castle features accommodation with a fitness centre, free private parking, a garden and a terrace. Featuring a restaurant, the property also has a bar, as well as an indoor pool and a sauna. The accommodation provides room service and a 24-hour front desk for guests. Here’s a quick link for you to book this gorgeous Irish country house hotel. Let us know if you liked our suggestions. Trust us, there’s nothing quite like Irish hospitality and the privilege of experiencing it in some of the best Irish country hotels. At Travel2Ireland we work hard to find the best deals for things to do around the country -  use this   Booking.com  affiliate link to secure your dream adventure, at no extra cost to you!

It's time for our weekend roundup! Here's what's on this weekend, between Friday the 3rd and Sunday the 5th of September across Ireland. We've got a great lineup of things to do, from the Bushmills Salmon & Whiskey Festival to Oktoberfest Belfast and much, much more. Kilkenny Animated, Kilkenny - 3.05-5.05 Kilkenny Animated returns from 3–5 October 2025. Now firmly established as one of Ireland’s most exciting cultural festivals, it celebrates storytelling in all its forms - animation, illustration, design, and the many voices that bring images to life. Read more here. Bounce Arts Festival, Belfast/Derry - 2.05-5.05 Bounce 2025, Northern Ireland’s showcase of talent from artists who have a disability, are d/Deaf, or are neurodivergent, is taking place in Belfast and Derry over 4 dynamic days, from 2 to 5 October! Read more here. Dingle Food Festival, Dublin - 3.05-5.05 The Dingle Food Festival 2025 is serving up flavour, fun, and sustainability in the heart of Kerry this October 3rd–5th. Read more here. Bushmills Salmon & Whiskey Festival, Bushmills - 3.05-5.05 The 2025 Bushmills Salmon & Whiskey Festival is set to be the best one yet, with a fantastic array of food, drink, music and community events – there’s sure to be something for everyone. Visitors can look forward to sampling some of the best artisan produce the Borough has to offer with the annual festival hosted in the heart of the charming village of Bushmills. Read more here. Oktoberfest Belfast, Belfast - 25.09-25.10 Belfast is set to raise its steins high this autumn as Oktoberfest makes its long-awaited return to Custom House Square on 25th September 2025. Promising to be “back and bigger than ever,” the festival will transform the heart of the city into a lively Bavarian beer hall every Thursday, Friday, and Saturday until 25th October. Read more here.

Lights, camera… curtain! The Dublin Theatre Festival is back from September 25th to October 12th for another season of gripping performances and unforgettable stage moments. As one of Europe’s longest-running theatre festivals, this years edition promises to be a strong blend of local and international talent, with a mix of contemporary and classical theatre to suit all tastes. Here’s a look at some of the top shows you won’t want to miss! 1. Hamlet by CHELA DE FERRARI A group of actors with Down syndrome take to the stage to share their desires and frustrations through a new version of Hamlet. The play weaves together Shakespeare’s text and the actors’ lived experiences, taking as its starting point his timeless question about existence: To be or not to be? Tickets range from €27 to €35 . 2. Her Father's Voice by SHANE O’REILLY “I never want her to think she’s not good enough.” Three generations under one roof. A young girl faces cochlear implant surgery as her parents wrestle with the weight of their choices. The unexpected arrival of a Deaf mother and daughter unearths buried truths that echo across generations. Shane O’Reilly fuses theatre, opera and film in a bold and ambitious new work. Tickets are priced between €23 and €38 . On between 2-5th of October. 3. What are you Afraid of? by PETER HANLY You may remember the actor Peter Hanly from such projects as BBC’s smash hit TV show Ballykissangel or Mel Gibson’s multi-Oscar winning Braveheart. And how about all the times he appeared on stage with Rough Magic, the Abbey Theatre, the Gate Theatre and many others? Yes, that’s him. So … where did he disappear to? And why? During the dress rehearsal for Molly Sweeney in 2011, Peter suddenly experienced extreme stage fright. Nobody watching would’ve noticed at the time but, within a year, Peter would give up acting. Until now. In this world premiere from Rough Magic and Kilkenny Arts Festival, Peter ends up on stage once more, searching through past and present to find out what happened. And to ask the broader question of himself, and of you… what are you afraid of? Tickets are available for €23 to €33 . On between September 25th-October 4th. 4. The Maker by DAN COLLEY Drexel, an idealist inventor and his quietly brilliant servant, Pipe, are trying to invent something extraordinary, from absolutely nothing. The Maker invites audiences into a world full of visual surprises, physical comedy, and strange magical experiments that teeter between brilliance and disaster. Tickets are available for €5to €7 . On between 1st -4th October. 5. Be Careful by MALLIKA TANEJA Be Careful is a satirical piece that challenges this notion of safety. Rooted in a widespread anger about the everyday violence against women, the performance confronts the unfortunate conflation between the manner in which women dress and the atrocities committed against them. Tickets are on sale for €25. On between the 7th-11th of October. Additional Information & Tickets Single Performance Tickets : Prices vary depending on the show, ranging from around €15 for smaller productions to €60 for bigger shows and international performances. Concessions : Students, seniors, and unwaged attendees can often avail of discounted tickets, so check the website for special pricing. For the full programme and ticket bookings, visit the official Dublin Theatre Festival site here and get ready for a dramatic adventure this autumn!

Make space in your itinerary for Kerry International Film Festival (KIFF) . From 16–19 October 2025 , Killarney transforms into a cinema, welcoming film lovers to experience four days of stories, screenings and conversations. What to Expect in KIFF 2025 The 26th edition of KIFF brings together Irish and international feature films, documentaries, and short film programmes . Audiences will also find industry workshops, Q&A panels, masterclasses, special screenings, and youth-oriented events . The festival opens with Horseshoe , a darkly comic Irish feature from directors Adam O’Keeffe and Edwin Mullane, followed by a post-screening discussion with the filmmakers. The closing night film is Park Avenue , starring Katherine Waterston and Fiona Shaw, and the festival will honour Shaw with the Maureen O’Hara Award  for her distinguished work in film and television. Spotlight on Local Talent The “Made in Kerry / Kerry Connection”  strand highlights films with a tie to the county, whether by location, makers, or subject matter. There is also a retrospective screening of The Village , an ethnographic documentary exploring mid-20th century life in Dunquin, in partnership with the Irish Film Institute. Short Films Take Center Stage Ten curated short film programmes are slated, covering themes such as comedy, horror, Irish language (Gearrscannáin), “Slanted & Enchanted,” and more. For the first time, KIFF also introduces a Music Video programme , judged by curators from Nialler9. Engaging Workshops & Youth Events KIFF is not just for viewing, but for creating. On 16 October , the festival launches with an Industry Afternoon , featuring a Self-Distribution Masterclass , a session on freelancer resilience, and a case study in independent feature filmmaking using Horseshoe . Younger creators won’t be left out: the Fresh Starts  careers panel and youth short film screening kick off the festival, and on 18 October , Frame by Frame  invites film-curious teens (ages 14–18) to make a one-minute film in a hands-on workshop. Inclusivity & Special Screenings KIFF is committed to access and community. A relaxed screening  of Flow  (an animated feature) is offered with neurodivergent audiences in mind, open to all but especially welcoming to families needing a gentler theatre environment. Info for Your Visit The festival will take place between the 16-19th of October in Killarney, Co. Kerry. Tickets are on sale now; access the full programme and purchase at kerryfilmfestival.com .

Kilkenny Animated returns from 3–5 October 2025. Now firmly established as one of Ireland’s most exciting cultural festivals, it celebrates storytelling in all its forms - animation, illustration, design, and the many voices that bring images to life. This year’s line-up is packed with international names and homegrown talent, with screenings, workshops, masterclasses and panel discussions spread across the city. And for fans of big-screen spectacle, there’s one highlight that promises to be unmissable: “Meet the Makers: KPop Demon Hunters.” KPop Meets Kilkenny Fresh from breaking streaming records on Netflix, KPop Demon Hunters  has become a global phenomenon. The animated musical follows Huntr/x - a fictional girl group who balance pop stardom with saving the world from demonic forces. The film is full of dazzling visuals, mythology and a soundtrack that has topped charts worldwide. At Kilkenny Animated, audiences will get the chance to go behind the scenes with directors Maggie Kang  and Chris Applehans , who will share the creative journey of bringing KPop Demon Hunters  to life. Following the talk, the festival will host a special screening at the Ormonde Hotel Mainstage  on Sunday evening. Beyond Demon Hunting The programme doesn’t stop there. Across the weekend, festivalgoers can look forward to: Masterclasses  with international creators including Lisa Hanawalt, Brenda Chapman and Kevin Lima. Workshops and panels  for students, professionals and curious newcomers, covering everything from character design to industry insights. Screenings  of new and classic animated works, giving audiences a taste of the diversity and innovation in the field. Plan Your Visit When : 3–5 October 2025 Where : Kilkenny City, with main events at the Ormonde Hotel Mainstage Tickets : Weekend passes and individual event tickets are now available at kilkennyanimated.com For more information visit kilkennyanimated.com .

Get ready to take centre stage at the Baboró International Arts Festival for Children in Galway, on from October 10th-19th! Families, children, and art lovers of all ages are invited to dive into an exciting world of theater, music, dance, and visual arts designed especially for young audiences. If your little ones are budding artists or simply eager to experience the joy of live performances, Baboró promises an unforgettable programme for everyone! What’s On at Baboró? This year’s Baboró Festival is packed with a fantastic lineup of events that showcase the best in international and local talent. With performances, workshops, and interactive installations, there’s something for children of all ages to enjoy. Here’s what you can look forward to: Theatrical Performances : The heart of Baboró is its selection of theatrical performances, ranging from playful puppet shows to visually stunning productions designed to spark children’s imaginations. The shows cater to various age groups, ensuring that both the tiniest tots and older kids have plenty to enjoy. This year, expect stories filled with humor, adventure, and plenty of heart. Music and Dance : Get ready for some inspiring dance performances from around the world, alongside groovy rhythms! These shows encourage audience participation, so don’t be surprised if your child (or you!) ends up joining in the fun. With a wide range of musical styles and cultural influences, the performances are designed to engage the senses and expand young minds. Workshops and Creative Sessions : Baboró is more than just watching – it’s about getting involved! The festival offers a range of workshops where children can explore their own creativity. From hands-on art-making to music and dance classes, these sessions provide a fantastic opportunity for kids to learn new skills, make friends, and let their imaginations run wild. Visual Arts and Installations : The festival also features visual art exhibitions and interactive installations that encourage kids to explore, touch, and create. These immersive experiences are perfect for engaging the curiosity of young minds. Inclusive Performances : Baboró prides itself on being accessible to everyone. This year’s program includes sensory-friendly performances and events that are tailored to children with additional needs. School and Group Activities : For educators and schools, Baboró offers a range of performances and workshops that align with curriculum goals, giving students a chance to learn through the arts. Festival Dates and Location Baboró International Arts Festival will run from October 10th to 19th , with events taking place across various locations in Galway. Full details on the schedule and venues can be found on the official Baboró website , where you can also explore the full program of events. Ticket Information and Pricing Tickets for Baboró are priced at just €10. Some workshops and activities may require pre-booking. Head to the Baboró official website for all the details, and start planning your family’s artistic adventure today!

Bounce 2025, Northern Ireland’s showcase of talent from artists who have a disability, are d/Deaf, or are neurodivergent, is taking place in Belfast and Derry over 4 dynamic days, from 2 to 5 October! The theme of Bounce 2025 is ‘Not Just…’, provoking creative conversation on disability representation, diversity, and intersectionality in the arts sector. The opening events ‘Not Just…BS’ (Breakfast Symposium) in both Derry and Belfast, will provide a space for artists and audiences to connect and network alongside artistic interludes from writers and performers. Bounce 2025 events bring opportunities for you to laugh, create, contemplate, and participate through theatre, dance, film, circus, visual arts. This is a packed programme of works inspired and led by artists who are d/Deaf, have a disability, or who are neurodivergent with vulnerable, intimate, joyous, comedic and challenging voices of celebration and rebellion, sex and sexuality, identity and belonging, postpartum depression and the power of language. Highlights include: Foyle Pride and Mel Bradley present ‘Not Your Pity Party’ in the Nerve Centre with disabled artists who also identify as LGBTQIA getting the spotlight. For the first time ever, Northern Ireland’s first ever Autistic Comedy Showcase will be held in the Black Box in Belfast. The line-up will feature six comedians on the autistic spectrum who have been performing comedy across Ireland and the UK for years. Toilet Paper Diaries, written and performed by Manchester’s Porcelain Delaney in a one woman show, at the Crescent Arts Centre. De mo Neamhthoil an installation by Soso Ní Cheallaigh at the Centre for Contemporary Art in Derry. Open Arts Big Takeover at the Crescent Arts Centre with performances from Open Arts Community Choir, Monday Players, Luminous Soul with Mae Murray Teen Hub, Readings from our creative writing group. Theatre maker Jody O’Neill from Cork will present her production ‘Yellow’, a live show about living with autism at the Crescent Arts Centre. She will present her film screening of the theatre production What I (Don’t) Know about Autism at the QFT on Sunday 6th October with Q&A. As Bounce Artist in Residence this year, Brian Connolly presents a unique performance art and installation in the Atypical Gallery. For the full listing of events, visit universityofatypical.org/bounce .

The Dublin Festival of History will run from 26 September to 12 October 2025, with our Big Weekend at the Round Room at the Mansion House, from Saturday 27 September to Sunday 28 September. The Dublin Festival of History is an annual free festival, brought to you by Dublin City Council, and organised by Dublin City Libraries, in partnership with the Dublin City Council Culture Company. Now in its thirteenth year, the festival has built a reputation for shining a fresh perspective on history and its importance in our everyday lives, attracting best-selling Irish and international historians to Dublin for a high-profile programme of history talks and debate each Autumn. What's On The Big Weekend at the Mansion House (27–28 September):  Flagship talks from renowned Irish and international historians in the iconic Round Room. Walking tours of our neighbourhoods:  Explore the Liberties, Georgian Dublin, or the Docklands, led by experts who stitch personal and public history together. Library events across the city:  Talks and discussions in local branches bring world history and community history into the same space. Exhibitions and open houses:  Heritage sites, including 14 Henrietta Street, reveal stories of ordinary Dubliners. Online sessions:  For anyone who can’t make it in person, or wants to revisit a talk later. Tickets, Booking & Participation Free admission  - All events are free of charge. Booking recommended  - Due to popularity and limited capacity, advance registration is strongly encouraged for high-demand talks. Venue coordination  - Events take place across multiple venues in Dublin, including libraries, heritage houses, theatres, and public spaces. For more information, visit dublinfestivalofhistory.ie .

The world’s best cider? Look no further than Armagh. The finest apples, grown, pressed and fermented the natural way with no additives, colouring or, indeed, anything but pure apples. And the apple juice is world famous too! So, why not go on an orchard tour this autumn? Among the leading lights in the amazing Armagh cider renaissance of recent years have been Helen and Philip Troughton from Ballinteggart House, outside Portadown. The Troughton family have been growing apples there for four generations since 1898 but the house, which dates to the 1700s, already had orchards when the Troughtons arrived. Over the generations the existing orchards were extended until today there are 100 acres of them, 80 acres of which are in production. It was Philip’s father, ‘TG’, who first thought of setting up a cider business at the farm. However, although he bought some equipment, he found he was too busy selling his Bramley apples to the retail trade and a large commercial cider maker to follow his dream. It would be his son Philip and Helen who took the first steps into cider making. Surely, they believed, there was a market for small scale, chemical and additive free cider and apple juice, made with apples from their own orchards in the traditional way. There was.  Helen and Philip’s Armagh Cider Company is now a byword for excellence, as modern tastes demand the purity and quality only a traditional cider maker can supply. Others followed and now Armagh has several acclaimed cider companies. The apple season begins around the end of April, when the beautiful rolling countryside of Armagh is transformed by acres of intense pink apple blossom (with little patches of white and red from the cider and eating apples). The apples, which begin to grow after the blossom fades, are harvested between September and November. Then they are hand pressed, with yeast added, and left to ferment. By May or June they are ready to be bottled. Nothing but pure apple juice is used in the Armagh Cider Company cider, which proudly bears the PGI logo. Not only do they produce many different kinds of cider, but each one is a different mix of apples – different formulations of Bramley, cider apples and traditional eating apples long gone from our shops (Helen and Philip grow over 30 varieties). They add a slight touch of Bramley to the mix of eating apples that compose their delicious apple juice. Visitors can experience this cycle first-hand on orchard tours and open farm days , where you can stroll among the trees, sample apples straight from the branches, taste the ciders, and even try your hand at pressing juice. Ballinteggart House also plays a central role in the Armagh Food & Cider Festival each September , when the orchards open up as part of a wider countywide celebration of local produce. For more information on orchard tours and more, visit visitballinteggart.com .

Write By The Sea Literary Festival is a must-visit event for literary enthusiasts. Running from September 26th to 28th this festival is perfect for budding writers, passionate readers, or simply someone who enjoys the art of storytelling! What’s On This year’s programme is bursting with exciting events designed to inspire and entertain. Expect a mix of workshops, interviews, panel discussions, readings , and more. Here’s a peek at what you can look forward to: Creative Writing Workshops : Hone your skills with hands-on workshops tailored to different genres and levels. Whether you’re into fiction, poetry, or memoir writing, there’s something to help you find your voice. Author Interviews : Get up close and personal with some of Ireland’s top literary talent. Learn about their creative process, challenges, and the inspiration behind their works. Panel Discussions : Engage in conversations on topics ranging from writing for change, the future of publishing, and the art of storytelling. Readings and Performances : Sit back and enjoy as authors, poets, and performers bring their words to life. Children’s Events : Write By The Sea isn’t just for adults. Kids can explore the magic of stories with interactive events that encourage creativity and imagination. Book Signings : Meet your favourite authors and have your books signed—a perfect way to capture a special memory of the weekend. Guided Literary Walks : What better way to take a break from the workshops than with a refreshing stroll around the beautiful Kilmore Quay, led by knowledgeable guides who will share fascinating local literary history? For the full programme of events, visit the official Write By The Sea website where you can dive into all the details. Additional Information The festival kicks off on Friday, September 26th , and runs through Sunday, September 28th . Three days of literary fun, with events spread across each day. The festival takes place in Kilmore Quay, a village on Ireland’s southeast coast, easily accessible by car and public transport. It’s about a 30-minute drive from Wexford town, and you’ll find plenty of parking options in the area. Ticket Pricing Write By The Sea offers a variety of ticket options to suit different preferences: Weekend Pass : €135 – Gain access to all events across the three days, giving you the full festival experience. Day Pass : €75 – Ideal if you can only join for one day of the festivities. Workshop & Select Event Tickets : Workshops are €25, while select events typically range from €20 to €40 per session. For all the details and to secure your spot, visit the Write By The Sea official website . Happy reading and writing!

The image of strangers raising a pint and proclaiming “To Arthur!” once echoed across pubs and streets, forming one of Guinness’s boldest global marketing moves. Owned by Diageo, Guinness rolled out what became known as Arthur’s Day  and the accompanying “To Arthur” campaign around 2009, with great fanfare and international reach. But by 2014 the campaign was quietly shelved, with Diageo pivoting to new strategies. In this article, we explore what led to its rise, why it was discontinued, and how Guinness now honours its heritage post-Arthur’s Day. The Rise of Arthur’s Day & “To Arthur” Campaign Arthur’s Day was launched in 2009 to mark the 250th anniversary of the original Guinness brewery’s founding in 1759. The marketing message was simple but evocative: at 17:59 (5:59 pm) , referencing the founding year, Guinness drinkers everywhere were encouraged to raise a glass in honour of Arthur Guinness. The “To Arthur” campaign visualised that toast spreading from bar to bar, town to town - a unifying gesture tied to Irish identity and global Guinness culture. At its height, Arthur’s Day was promoted around the world: in Ireland, Malaysia, New York, Lagos and more. Hundreds of concerts, public events, and tie-in promotions were organized to make it feel like a national festival. For many fans, the campaign felt celebratory and nostalgic, a way to link Guinness’s deep Irish roots with music, pubs, culture, and social connection. Why Did Diageo Discontinue It? Though Arthur’s Day was initially successful in terms of brand visibility, growing criticism, social pressures, and changing public attitudes eventually caused Diageo to pull the plug. 1. Public and Political Backlash Irish government ministers and public health authorities began condemning Arthur’s Day as a “pseudo-national holiday”  engineered purely to drive drink consumption. The Irish health sector raised alarm over increased ambulance callouts and strain on public services during Arthur’s Day events. For example, in Dublin, the ambulance services reported up to a 30% spike  in demand on those nights compared to equivalent dates. Critics, including musicians and public interest groups, accused Diageo of exploiting Ireland’s drinking culture and perpetuating a stereotype of Irish people as heavy drinkers. Over time, public sentiment shifted - what once felt festive began to feel like a burdensome marketing stunt. 2. Ethical & Brand Risk Considerations Diageo had to reckon with reputational risk. As media scrutiny intensified, continuing a campaign so closely tied to excessive consumption posed a brand hazard. It became harder to defend the campaign’s social responsibility in light of mounting evidence of harm (alcohol misuse, hospitalizations, disorder). Some participating artists and stakeholders also publicly opposed Arthur’s Day, further undermining its legitimacy. 3. Diminishing Returns & Shifting Strategy The novelty wore off. As Arthur’s Day became annual, audiences began to feel fatigued. What started as a celebratory gesture gradually looked formulaic and overexposed. Marketing budgets and priorities evolved. Diageo chose to shift investment into more sustainable, scalable, and less contentious initiatives. In 2014, Guinness officially cancelled Arthur’s Day , ending the event after five editions (2009–2013). What Replaced It - and How Guinness Honours Its Legacy Now Rather than re-launch Arthur’s Day, Diageo introduced Guinness Amplify , a year-round music initiative designed to support emerging Irish artists and foster music culture without relying on a single big annual event. In lieu of the festival, there has also been a turn toward heritage and cultural tourism : In the wake of Arthur’s Day’s end, local Irish authorities and heritage groups mapped out Arthur’s Way , a heritage trail connecting significant sites tied to the Guinness family and legacy (e.g. Celbridge, Leixlip, Oughter Ard). The Guinness Storehouse (in Dublin) continues to celebrate the brand’s history, telling stories of Arthur Guinness, the brewery, and how the brand evolved. These initiatives allow Guinness and Irish tourism stakeholders to honour the brand’s storied past, without the problems of a drinks-focused commercial festival!

It's time for our weekend roundup! Here's what's on this weekend, between Friday the 26th and Sunday the 28th of September across Ireland. We've got a great lineup of things to do, from the Lisdoonvarna Matchmaking Festival to Oktoberfest Belfast and much, much more. Lisdoonvarna Matchmaking Festival, Lisdoonvarna - 1.09-30.09 Europe's biggest singles festival takes place every September in the small village of Lisdoonvarna on Ireland's Wild Atlantic Way. The month-long Irish festival attracts people from all over the world looking for Love, fun and a bit of 'craic'. The festival is over 165 years old and couldn't be more different from online dating services. Read more here. Clifden Arts Festival, Galway - 17.09-28.09 The longest-running community arts festival in Ireland, Clifden Community Arts Festival, now heading into its 48th year, will take place from September 17-28 and yet again promises to have something to excite everyone in the 2025 programme. Read more here. Oktoberfest Belfast, Belfast - 25.09-25.10 Belfast is set to raise its steins high this autumn as Oktoberfest makes its long-awaited return to Custom House Square on 25th September 2025. Promising to be “back and bigger than ever,” the festival will transform the heart of the city into a lively Bavarian beer hall every Thursday, Friday, and Saturday until 25th October. Read more here. Write by the Sea Literary Festival, Dublin - 26.09-28.09 Write By The Sea Literary Festival is a must-visit event for literary enthusiasts. Running from September 26th to 28th this festival is perfect for budding writers, passionate readers, or simply someone who enjoys the art of storytelling! Read more here.