Irish tourist industries to test their marketing luck at ITB Berlin

Published on : Wednesday, March 6, 2019

ITB Berlin in Germany, the largest tourism event in the world is set to take place from March 6 to 10.


There would be 110,000 visitors and 10,000 exhibitors representing global tourism at the event, but a Tallaght man will be working to make sure that businesses from the Irish tourist industry are getting the needed boost for their marketing buck.


Kilnamanagh native Keith Farrell is the Ireland Account Manager at Dortmund company, a travel blog, podcast and online magazine providing deals for city breaks, flights and hotels.


The site uses traditional paid placements along with affiliate marketing – and Keith feels that the Irish tourism industry has been slow to take advantage of that.


To quote Keith, “Affiliate marketing is a way for travel agents or any company involved in the tourism industry to get their message out without paying big bucks. It is something we are a little bit behind in the Irish tourism industry.”


Affiliates earn a commission for marketing another person’s or company’s products, and it’s a popular approach to drive sales and generate online revenue.


Keith said, “We still use traditional marketing techniques, this guarantees eyes on articles with insights to back it up. We have a huge following on Facebook of over 300,000, with 400,000 unique visitors and close to 20,000 Instagram followers.”


Five Irish people are employed in the team of 200 at, which Keith says, acts as a kind of “middleman”.


A former English teacher, Keith completed a degree in Politics at Maynooth University, and moved to Germany last July, having previously studied there and taken to the environment.


After the Berlin trade fair, Keith will take a working trip back home for the Irish Travel Trade Show on March 21 at the RDS.


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