2018 marketing plans laid out by Tourism Ireland

Published on : Thursday, December 7, 2017

Tourism IrelandTourism Ireland launched details of its marketing plans for promoting Ireland overseas in 2018 at an event, which was attended by tourism industry leaders from around the country.

Building on this year’s success and sustaining growth into the future is among the pivotal strategies of Tourism Ireland for 2018. Factors working in the organization’s favour include new flights to Ireland – including the first ever direct flight from the Asia-Pacific region, with a new Cathay Pacific service from Hong Kong set to launch in June, as well as new Aer Lingus flights from Seattle and Philadelphia.

Other strategies include strong economies in many of Ireland’s key source markets; also Tourism Ireland’s strength in digital and social media is among its key plans. The release of Star Wars: The Last Jedi – which will feature various locations along the western seaboard, also presents Tourism Ireland with a great opportunity to highlight the Wild Atlantic Way and Ireland in 2018.

By this year end, revenue generated by international visitors will be around €5.78 billion, a 6.7% increase over 2016, helping to sustain 282,000 jobs in communities across Ireland.
Niall Gibbons, CEO of Tourism Ireland, said, “Throughout the year, Tourism Ireland undertook a packed programme of promotions, to bring Ireland to the attention of travellers everywhere. Thousands of opportunities were created for potential visitors around the world to read, hear or watch positive messages about Ireland. Tourism Ireland estimates that this media exposure is worth an estimated €327 million in equivalent advertising value.”

In 2018, Tourism Ireland aims to grow overseas tourism revenue by 5% to €6 billion and to grow visitor numbers to 10.8 million (+2%).

Tourism Ireland will continue to work with Fáilte Ireland, tour operators, air and sea carriers, regional airports and sea ports, to promote the greater distribution of visitors around various regions of Ireland.


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