"Influencers" were paid up to €15,000 each per media gig by Failte Ireland last year.
Social media personalities are being increasingly targeted by the State tourism promotion agency to spread the word about different parts of the country as exciting tourism destinations.
Figures released to Social Democrats TD, Catherine Murphy, by the Department of Tourism, reveal that leading influencers, sports stars and TV personalities have been cleaning up, with five figure sum cheques being signed regularly for single jobs over the past two years.
READ MORE: Ireland lightning tracker LIVE: Thunderstorm map tracks next strikes amid ominous Met Eireann alert
Some of the famous names getting the biggest payouts include influencer Roz Purcell, former Love Island contestant, Greg O’Shea and Galway football legend, Shane Walsh.
Roz was among the "campaign ambassadors" used by Failte Ireland with some of them getting €15,000 each for Discover Ireland gigs, up from €12,000 in 2021.
Shane Walsh was one of three GAA personalities who were part of a media partnership with Newstalk promoting an American Football event last year. The total cost of the partnership for Failte Ireland was €30,000.
Failte Ireland refused to reveal how much each individual was paid but the overall level of spending in 2022 was more than €100,000 - a 25 per cent hike on 2021.
Ms Murphy questioned if a State-sponsored authority should be spending so much on influencers when the ordinary taxpayer who is footing the bill is struggling during a cost of living crisis.
The Soc Dems Kildare TD told the Irish Mirror: “I appreciate that part of Failte Ireland’s remit is the promotion of domestic tourism, but some of the sums involved are rather generous.
“I asked a well-rounded question in order to get a good overview of the use of so called influencers, media personalities and journalists to showcase what is on offer here.
“It is important that full value for money is achieved by Failte Ireland when embarking on a strategy in the context of the use of influencers. It is vital that the investment returns good metrics.
“While some of the spending has clearly delivered, I am not convinced by some of the other campaigns in terms of impressions and total reach."
A spokeswoman for Failte Ireland said: “As the National Tourism Development Authority, Fáilte Ireland’s role is to support the long-term sustainable growth in the economic, social, cultural, and environmental contribution of tourism to Ireland. Tourism is of critical importance to the national economy and to regional development and employment."
READ NEXT:
