In a unique move, Tourism Ireland has announced that it is to set up camp in virtual world, Second Life. The company is set to launch an in-world advertising campaign in SL’s virtual Dublin.

The campaign will kick off this weekend and run through until St Patrick’s Day 2008. This weekend’s “Discover Ireland” festival will include live performances on a stage located on a virtual Grafton Street, a fashion show, an exhibition of photos showing Irish landscapes and a fashion show.

The virtual Dublin is already a popular location among Second Life residents with it often appearing in the top ten locations to visit. The SL Dublin is a popular place for virtual live performances from DJs and artists.

Mark Henry, Director of Central Marketing at Tourism Ireland, told Tom’s Hardware that no business sector has been more influenced by the Internet than travel and tourism. He also said that seeing as how most people use the internet to research, plan and book their holidays, Tourism Ireland saw the investment in Second Life as a good way to make sure that Ireland is to the forefront when people are making their holiday plans.

“60% of Second Life citizens are from Ireland’s four largest tourism markets, Great Britain, USA, France & Germany. Half of them are over 30” said Mr. Henry, “therefore there is a good match between those most likely to visit the real world destination and those who are already visiting Ireland destinations in SL.”

Tourism Ireland hope that Second Lifers who enjoy their experiences in the virtual Dublin will make the jump to visit the island in real life.