New campaign launched to encourage tourists to 'dig into' Waterford this summer

As the summer season approaches, Visit Waterford has officially launched its ambitious 2025 tourism campaign, ‘Dig Into Waterford.’

The campaign invites both domestic and international visitors to explore Ireland’s oldest city and its surrounding regions in a year of monumental celebration.

Marking Waterford’s 1111th birthday, the campaign promises a deep and engaging journey into the city’s rich heritage, vibrant culture, thriving food scene, scenic coastline, and outdoor adventures. The campaign encourages visitors to not just see Waterford, but to truly dig into its stories, its spirit, and its significance in shaping the Ireland we know today.

“Waterford is the birthplace of urban Ireland,” said Cllr Jason Murphy, Mayor of Waterford City and County. “At 1111 years old, our city stands proudly as the oldest in the country. This campaign gives us an incredible opportunity to celebrate our past while welcoming the world to experience our present and our future.”

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To help visitors tailor their trips this summer, Visit Waterford has curated six unique ‘Dig In’ itineraries, each of them are themed and guides visitors through some of the region’s most captivating locations.

From the charming coastal villages of Dunmore East, Ardmore, and its own Gaeltacht An Rinn, to the iconic destinations of Tramore, Lismore, and Dungarvan, each itinerary offers a different slice of Waterford’s character.

Naturally, the historic city of Waterford itself takes centre stage, with walking tours, exhibitions, and cultural experiences that bring over a millennium of stories to life.

‘Dig into the Past, ‘Dig into Nature, ’ ‘Dig into Luxury, ’ ‘Dig into Flavour, ’ ‘Dig into Culture, ’ and ‘Dig into Comfort’ can all be explored here.

As part of the 2025 celebrations, Visit Waterford has also launched a brand-new podcast series titled ‘Digging into Waterford’, with the first episode focusing on ‘Ritual landscapes and Viking legacies’ is now available on Spotify.

The podcast explores pivotal moments and lesser-known tales from Waterford’s long and fascinating history. Featuring interviews with local historians, archaeologists, artists, and community figures, the podcast offers an immersive way for listeners to connect with Waterford, whether from afar or as a guide during their visit.

“We wanted to create something that could deepen people’s understanding of Waterford, even before they arrive,” said Clare Barrett, chair of Visit Waterford. “The podcast is both a tribute to our past and a tool for our future — helping new audiences experience the unique soul of our city and county," she added.