Kerry is set to receive exceptional exposure in the United States. The American breakfast programme TODAY, broadcast on NBC, is due to set up its cameras in Ireland for a special live broadcast from County Kerry.
Four hours live from Kerry
A spectacular showcase for western Ireland
The broadcast is scheduled for 16 October 2026. For four hours, TODAY is due to air live from Sheen Falls Lodge in Kenmare, County Kerry. The initiative is being carried out with Tourism Ireland to showcase Irish landscapes, culture and way of life to American audiences.
The stakes are high for Ireland. TODAY is one of the best-known breakfast programmes in the United States, and its visit to Kerry offers rare media exposure for a region already popular with international travellers.
Why Kenmare and Kerry?
An ideal destination to showcase Ireland
Kenmare was no random choice. The small town lies at the heart of one of the country’s most iconic visitor areas, between the Ring of Kerry, the Beara Peninsula and the Wild Atlantic Way.
With its coastal scenery, mountains, colourful villages and panoramic roads, County Kerry embodies much of the imagery associated with Ireland. For Tourism Ireland, the programme is therefore a particularly effective opportunity to appeal to American travellers by showing them an Ireland that is both spectacular and accessible.
A tourism impact that could extend beyond the broadcast itself
Kenmare, the Ring of Kerry and the Wild Atlantic Way in the spotlight
This kind of media coverage can have an impact well beyond the day of broadcast. Destinations featured on major American programmes often see a rise in searches, particularly for accommodation, itineraries and the places shown on screen.
Kenmare could therefore benefit from a significant boost in visibility, as could the Ring of Kerry, Killarney and, more broadly, Ireland’s south-west coast. For French travellers too, this exposure could renew interest in a region that remains one of the country’s most spectacular.
A new campaign to attract the American market
Irish tourism continues to rely on major media outlets
The United States is a strategic market for Irish tourism. American travellers have historically shown strong interest in Ireland, whether for cultural breaks, road trips or journeys connected to family roots.
By choosing a programme as popular as TODAY, Tourism Ireland is banking on a huge audience and a highly visual format, perfectly suited to promoting Irish landscapes. For one morning, Kerry is therefore set to be at the centre of attention for millions of viewers across the Atlantic.
