Tourism Ireland has launched a €12m multimedia campaign to boost late season travel to Ireland from around the world.

The logic is that the September to December period usually yields as much as 30pc of Ireland’s annual overseas tourism business.

A key objective for Tourism Ireland is to drive more overseas tourism business to Ireland’s regions, throughout the off-peak and shoulder season months.

“This campaign will also see our participation in the Rugby World Cup being leveraged to promote Ireland in Japan.”

The tourism body said that Brexit remains an ongoing challenge for Irish tourism – giving rise to consumer concern, particularly in Britain and some Mainland European countries.

Battling Brexit

“The fall in the value of sterling has made holidays here more expensive for British visitors – and has made Britain more affordable for visitors from many of our top markets. Therefore, attractive offers for good value fares and packages are a major focus for Tourism Ireland’s autumn campaign – in Britain and in other markets,” Tourism Ireland said.

“An extensive programme of co-operative promotions with air and sea carriers, online travel agents, as well as traditional tour operators and travel agents, is either under way or in the pipeline.”

The campaign was launched by Tourism Minister Shane Ross, TD, who welcomed the focus on achieving growth through a greater regional spread of visitors.

“Developing the industry in this manner will help to ensure that it continues to grow in a manner that is sustainable, from an environmental, economic and social perspective. I am pleased to see that the recently launched ‘Taste the Island’ initiative features strongly in this campaign, which, in addition to the variety of festivals and events being hosted throughout the island of Ireland, will attract more visitors from our main target markets.

“This campaign will also see our participation in the Rugby World Cup being leveraged to promote Ireland in Japan. It is essential that we continue to promote and expand our tourism offering around the world in the face of challenges such as Brexit and other international economic uncertainties. I believe that this autumn campaign will be successful in promoting late-season travel to Ireland and that it will underpin continued growth in tourism for the remainder of the year.”

Written by John Kennedy (john.kennedy3@boi.com)

Published: 16 August, 2019

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