Ireland €70M plan to boost 2024 Tourism, focus on sustainability

Written By: Rana Pratap

Rana Pratap

My formal education culminated with a Master's in English from Dibrugarh University in 2015, but my real-world learning began simultaneously. Over ten years ago, while still a student, I joined Travel and Tour World as an intern, eager to nurture my love for travel in a professional setting. It has been a privilege to grow with this company, maturing from that initial role into a leadership position. As a Senior Writer and Team Leader today, I comfortably blend my passion for travelling with years of industry experience along with mentoring a creative team.

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January 10, 2024 11:36 AM

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Tourism Ireland launches a €70M campaign for 2024, targeting sustainable growth in international tourism and increased off-peak season revenue.

Today, Tourism Ireland unveiled its 2024 international marketing strategy and plans for promoting Ireland globally. The announcement, featuring Tourism Minister Catherine Martin and attended by over 500 leaders in the tourism sector, outlined an ambitious goal to increase the economic impact of international tourism in Ireland. The plan includes a target to boost revenue by 5.6% annually until 2030, focusing on enhancing the financial benefits for communities across Ireland, particularly during off-peak seasons, with a projected growth of 6.5% annually.

In 2024, Tourism Ireland will implement a comprehensive, targeted marketing campaign, supported by a budget of €70 million. The year is seen as a pivotal opportunity for international tourism, with Ireland’s high-quality tourism offerings, strong industry commitment, and robust international travel trade relationships. The focus will be on expanding revenue opportunities throughout the year, leveraging Ireland’s unique stories and cultural events like Halloween, which has its origins on the island dating back 2,000 years.

Tourism Ireland’s strategy for 2024 is to utilize data-driven marketing to efficiently reach potential high-value international tourists. The focus will be on travelers who seek unique experiences and travel across different regions and seasons.

Tourism Minister Catherine Martin, speaking at the event, emphasized the government’s commitment to the tourism industry and its integral role in the economy. She highlighted the additional €10 million budget for 2024 to market Ireland abroad as a premier holiday destination. The Minister also noted the role of Tourism Ireland’s marketing in showcasing Irish culture and sports, aiding in attracting visitors. The development of a new national tourism policy focusing on sustainability across the tourism sector was also mentioned, aiming for growth aligned with broader sustainability goals.

Alice Mansergh, Chief Executive Designate of Tourism Ireland, reflected on 2023 as the first full year of tourism post-pandemic, highlighting the extensive marketing efforts. For 2024, the goal is to grow the value of international tourism sustainably, enhancing economies and communities while protecting the environment. The strategy includes promoting Ireland’s diverse attractions, from well-known sites to hidden treasures. The year also marks the 10th anniversary of the Wild Atlantic Way, providing an additional highlight for promotion.

Mansergh acknowledged the uneven recovery in the tourism sector post-Covid and the ongoing challenges. Tourism Ireland aims to remain adaptable to the evolving landscape, focusing on demand shaping and capacity utilization throughout the year. The organization will continue its strong partnership with Fáilte Ireland and Tourism NI, collaborating on projects like the Wild Atlantic Way anniversary, Home of Halloween, Business Events, and sustainability certification.