- About Us
- Image Gallery
- Download Free
Published on : Tuesday, December 1, 2015
Tourism Ireland today launched details of its marketing plans to promote Ireland overseas in 2016 and beyond, at an event attended by Tourism Minister Paschal Donohoe and tourism industry leaders from around the country. The organisation aims to surpass this year’s record performance in overseas tourism and to welcome 8.2 million visitors to Ireland in 2016. This figure will represent growth of +4% over 2015 and deliver €4.4 billion to the Irish economy (almost +5%) next year.
To illustrate how much Irish tourism has bounced back since the downturn, a comparison of CSO figures for January to October 2015 versus the same period in 2010 shows superb growth in visitors from Britain (+20% in that five-year period), North America (+51%), Mainland Europe (+38%) and Australia and developing markets (+66%). Building on this year’s success and sustaining growth into the future is at the heart of Tourism Ireland’s strategy for 2016.
Factors working in our favour include: new flights to Ireland, stronger economies in our key source markets, the Ireland ‘brand’ (or image abroad) remains strong, as well as favourable exchange rates for sterling and the dollar. Other positives include Tourism Ireland’s strength in digital and social media (the organisation is the third most popular tourism board in the world on Facebook).
The release of Star Wars Episode VII – which will feature Skellig Michael – also presents Tourism Ireland with a truly unique opportunity to highlight the South West and Ireland in 2016. Following the success of the Wild Atlantic Way, a new ad highlighting our latest tourism experience, Ireland’s Ancient East, was also unveiled today. The ad will launch in January 2016 in 23 markets around the world. Tourism Ireland will also promote Dublin – “A Breath of Fresh Air” – in major markets throughout 2016.