Document: Tourism Ireland Marketing Plan 2011: Focus on Growth

In 2011, the island of Ireland message will reach in excess of 200 million people. The job of Tourism Ireland will be to convince as many of those people as possible that this is a great place for a holiday or short break and to get them to choose the island of Ireland over the hundreds of other destinations who are promoting to them. We will work with our industry partners to provide a wide range of promotional platforms and opportunities

overseas which will allow them to close the sale.

 

A major priority will be the restoration of growth from the all-important Great Britain market, which accounts for over 50% of overseas visitors and 35% of revenue. The US, Germany and France will also be the focus of a major promotional drive. These four markets together deliver three-quarters of all overseas visitors. We will continue to promote in twenty-three markets overseas including Italy, Spain, the Netherlands, the Nordics, Canada, Australia, India and China.

 

We will also work closely with our partners Fáilte Ireland and the Northern Ireland Tourist Board to maximise the economic benefits of tourism for both economies and for businesses across the island.

 

Our strategy for 2011 will be focused and flexible. We will remain agile and responsive to changing circumstances and emerging opportunities. We look forward to closer working relationships with our industry partners and I am confident that 2011 will be a turning point in getting us back on the path to growth.