Tuesday 14 August 2018

Five target areas for the tourism sector in 2018

Ellie Donnelly

Ellie Donnelly

Already the 2018 Tourism Ireland marketing campaign is well underway, and for the first two months of the year visitor numbers were up 8pc, according to figures from the Central Statistics Office

Below are five areas that the sector is targeting in 2018.

One – North America

Tourism Ireland says that it aims to have revenue from North American visitors alone grow by 7pc this year to €1.78bn.

The revenue will be generated by a 5pc increase in visitors from North American, with an expectation of 1.93 million North American visitors coming to Ireland this year, the industry body says.

As part of its campaign to attract more visitors from North America, Tourism Ireland, the body responsible for marketing the island of Ireland as a holiday and business tourism destination, is running a major TV campaign on ABC, NBC, and CBS in the US in what it describes as five priority markets: New York, Boston, Chicago, Philadelphia and Washington DC.

Two – the Wild Atlantic Way campaign

The all-Ireland body is also running a number of other initiatives including a new €1.8m Wild Atlantic Way initiative, which is says will target 10 million people from Britain.

As part of the campaign, funding of €500,000 will be provided by a Fáilte Ireland programme aimed at supporting businesses along the Wild Atlantic Way to position themselves to benefit from the tourism campaign.

Three – reaching out to our third largest visitor market

Meanwhile, in January, the body unveiled a new strategy targeting a 20pc growth in German visitors by 2021.

Germany is the third-largest market for tourism to the island of Ireland, and last year the island welcomed around 660,000 German visitors, according to figures from Tourism Ireland.

Four – Europe

Other campaigns going on across Europe include an advertising campaign highlighting Cork running in Paris metro stations, as well as advertising campaign for Ireland in metro stations in Rome, Milan and Brescia, as well as in 13 different airports around Italy.

Five – Asia

Meanwhile earlier this year officials from Tourism Ireland undertook a series of engagements in Hong Kong with key travel decision-makers, including the Hong Kong Association of Travel Agents, the Travel Industry Council of Hong Kong, Jet Tours and Flight Centre, in a bid to increase the number of tourists to Ireland from the Asia-Pacific region this year.

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