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By:Meghan Elizabeth Nash
Published on 2012 by

In the past decade, Ireland's tourism industry has experienced unprecedented growth, playing host to over 7 million international visitors annually. These tourists spend over 4.9 billion Euros, or just over 7 billion dollars, on Irish soil every year, accounting for some 4% of Ireland's Gross National Product (GNP). The way in which a country is internationally branded exists as a largely influential component in tourism, transforming the country from a physical destination into a cultural commodity. The implementation of these national brands can create associations and beliefs about a country that influence a tourist's selection of destination. What role does the architecture of a country play in this nation branding process? Images of nations dominate over text in tourism material, solidifying the advantage a well-chosen picture holds over a well-penned catch line. Can the structures iconicized by a country in these marketing materials reflect the desired social and political trajectory for their nation? This thesis will investigate the ability to trace the evolution of a nation's brand through the depiction of their architecture, using the EcoBooley project in Tipperary, Ireland as a lens. The adaptive reuse of this vernacular Irish cottage indicates a major evolution in Ireland's brand and in the process of nation branding itself. For the past half century, Ireland's brand has remained static, clinging to traditionally recognized images and associations. This stasis fails to acknowledge the major economic and social advances that have swept across Ireland since the Celtic Tiger years of the late 1980s, choosing instead to cement the Irish national identity in the past. The marketing of the EcoBooley cottage challenges this traditional brand, focusing on the progressive, sustainable features of the project and its reflection of Irish culture today. This offering of an alternative national brand by a third party organization signifies a transition in tourism branding, made possible by the ever- expanding presence of the Internet. The susceptibility of today's national brands to input from those beyond the governments' control may result in more multi-vocal, multi-dimensional marketed national identities.

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