Tourism Ireland Outlines 2018 Marketing Plans

By Dave Simpson
Tourism Ireland Outlines 2018 Marketing Plans

Tourism Ireland launched details of its marketing plans to promote Ireland overseas in 2018 at an event attended by tourism industry leaders from around the country on Monday December 4.

Building on this year’s success and sustaining growth into the future is at the heart of Tourism Ireland’s strategy for 2018. Factors working in the organisation'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 positives include strong economies in many of Ireland's key source markets; as well as Tourism Ireland’s strength in digital and social media (the organisation is the fourth most popular tourism board in the world on Facebook). The release of Star Wars: The Last Jedi – which will feature various locations along the western seaboard – also presents Tourism Ireland with a unique opportunity to highlight the Wild Atlantic Way and Ireland in 2018.

2017 performance

Latest estimates indicate that, by 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. Additionally, 10.65 million people will have visited Ireland, representing a 3.2% increase over 2016, with growth recorded from all markets except Britain.

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%).

Gibbons commented, “We will implement the actions arising from our comprehensive reviews of the US and German markets, and we will exploit new access opportunities from Asia and the Middle East, to grow business from our developing markets. Screen tourism will remain a priority and over the coming weeks and months, we will leverage the huge global popularity of Star Wars, following the upcoming launch of Star Wars Episode VIII.”

2018 will undoubtedly present some challenges – not least Brexit, which is likely to continue to impact on consumer confidence and, in turn, on outbound travel from Britain. Tourism Ireland believes that the recent decline in visitor numbers from Britain, coupled with other geopolitical challenges, means that, now more than ever, it is essential to invest in year-round marketing programmes, as well as in research, to understand consumers’ travel intentions. The depreciation of sterling against the euro means that value for money will continue to be a key message for Tourism Ireland in Britain next year. As Ireland's nearest neighbour and one of the country's top four markets for overseas tourism, Britain will remain a priority for Tourism Ireland.

New access developments for 2018 also include new Air Canada services between Toronto and Shannon, and between Montreal and Dublin, as well as increased Ryanair services from Germany. Irish Ferries will introduce its new cruise ferry, the WB Yeats, in July – which will mean double the current number of sailings between France and Ireland, with daily departures in alternate directions.

Tourism Ireland will continue to work with Fáilte Ireland, tour operators, air and sea carriers, regional airports and sea ports, to foster the greater dispersal of visitors around the regions of Ireland and right throughout the year, highlighting Ireland for shoulder and off-peaks breaks.