General Industry

Tourism Ireland Releases Details Of A Number Of Initiatives To Promote Ireland In Great Britain

By Dave Simpson
Tourism Ireland Releases Details Of A Number Of Initiatives To Promote Ireland In Great Britain

Tourism Ireland has released details of a number of initiatives to promote Ireland in Great Britain.

"Ireland Meets GB" Virtual BSB Event

25 British meetings and events professionals took part in a virtual B2B event called "Ireland Meets GB" on Thursday September 9, which was organised by Tourism Ireland in conjunction with Fáilte Ireland and Tourism NI to allow the British meetings and events professionals to meet, and do business with, 25 tourism businesses from Ireland.

The aim of the event was to showcase Ireland's business tourism offering to the British meetings and events professionals that were in attendance. The event provided an opportunity for the companies from Ireland to showcase and sell their product to the British buyers, and to highlight Ireland's venues and facilities, as well as ease of access from Britain, Ireland’s unique experiences and its food and drink offering.

The event, which was hosted by broadcaster and presenter Gráinne Seoige, also included a series of presentations and short videos showcasing Ireland's business tourism offering, and attendees enjoyed entertainment from singer-songwriter Allie Sherlock and the Shamrock Tenors. In advance of "Ireland Meets GB", whiskey and chocolate tasting hampers were delivered to all the participating British buyers, so that they could enjoy a live tasting during the event.

Tourism Ireland's head of Great Britain, Julie Wakley, stated, "Tourism Ireland is delighted that 25 top British meetings and events professionals are taking the time to attend 'Ireland Meets GB' and connect with our partners from Ireland. The participation of these influential British buyers is a strong indication that there is really good interest in our business tourism offering.


"Business tourism is an important, high yield sector and our aim is to highlight our world-class venues and facilities, as well as ease of access from Britain, our unique experiences and our fantastic food and drink offering. Our message for the British buyers is that tourism companies across the island of Ireland have been implementing all the required new health and safety measures; and will still be ready to deliver a fantastic experience for their clients."

"Meet in Ireland" is the official MICE (meetings, incentives, conferences and events) brand for the island of Ireland. It comprises three tourism authorities - Fáilte Ireland, Tourism Ireland and Tourism Northern Ireland - that work in partnership to promote the island of Ireland as a leading conference and meeting destination.

Minister For Tourism Promotes Ireland In London

The "Ireland Meets GB" event coincided with a visit to London by Minister for Tourism, Culture, Arts, Gaeltacht, Sport and Media Catherine Martin, which was the minister’s first overseas promotional visit with Tourism Ireland, and the first major in-person series of events undertaken by Tourism Ireland to promote Ireland since the outbreak of COVID-19.

Marking the reopening of travel from Great Britain to Ireland, Minister Martin's programme included a number of tourism and cultural engagements, including:

  • a networking dinner at the Embassy of Ireland in London, which will be attended by key British travel trade, carrier and media contacts, as well as key representatives of the Diaspora and cultural communities in London;
  • a meeting with UK-based global inbound tour operators, who bring business to Ireland from all over the world (including the US, Mainland Europe, Asia, Australasia and Africa);
  • and a visit to the London Irish Centre.

This week's promotional push also included a media event, which was attended by journalists from top British media outlets.


Great Britain is an important market for tourism to the island of Ireland, which, according to Tourism Ireland, pre-COVID-19, delivered 42% of all overseas visitors and approximately 25% of all overseas tourism revenue, and in 2019, Ireland welcomed almost 4.8 million British visitors to its shores, whose visits generated approximately €1.45 billion in revenue.

Minister Martin stated, "I am delighted to have the opportunity to visit London and to meet with many influential members of the tourism industry. Because of the pandemic, this is my first opportunity to work with the agency overseas and I am very pleased to contribute. That Great Britain is my first stop is testament to the commitment we have to such an important market. The industry has been in survival mode since the beginning of the COVID-19 pandemic and government support has been critical in this. However, with our latest reopening plan, I believe we can start to look towards recovery.

"Whilst I was very pleased to see that tourism experienced a very good domestic summer season, I am aware that challenges remain for the sector. The greatest of these challenges remains the low level of international tourists compared to pre-pandemic levels. With this in mind I am delighted to announce that Tourism Ireland have activated the Green Button campaign and it will launch on October 1st in Great Britain. I am really excited about the new campaign and I want to wish the team at Tourism Ireland every success. The key message is that we cannot wait to roll out the green carpet and welcome back visitors from our near neighbours in Great Britain."

Tourism Ireland chief executive Niall Gibbons stated, "We are delighted that Minister Martin is joining us overseas for the first time in London this week, to mark the reopening of travel from Great Britain to Ireland. She will have the opportunity to hear about the importance of the British market at first-hand from our key media, travel trade and carrier partners. She will be assuring them that we look forward to working closely with them in the months and years ahead - to rebuild tourism to the island of Ireland, for the long-term sustainable future of our industry.

"Key priorities to ensure success will include rebuilding consumer confidence; as well as air and sea connectivity, which is vital as an island destination. Tourism Ireland, together with our tourism industry partners from around the island of Ireland, will participate in a number of significant events in Great Britain, such as World Travel Market 2021, Flavours of Ireland 2021 and Ireland Meets GB. These upcoming events will allow our partners to highlight and sell their product to key contacts in Great Britain - encouraging them to feature Ireland in their 2022 holiday and tour programmes. We will also roll out our new ‘Green Button’ campaign in Britain, which is a €4.6 million multi-media promotional campaign that will be seen by millions of people across Britain. It aims to generate awareness of the island of Ireland and drive bookings for short breaks and holidays in Ireland, between now and the end of 2021. Our key message is that we cannot wait to roll out the green carpet and welcome back visitors from Great Britain."


Celebrity Chef Clodagh McKenna Showcases Ireland In Britain In New TV Mini-Series

In other promoting-Ireland-in-Britain news, celebrity chef Clodagh McKenna will showcase Ireland in a new food and travel mini-series, which will air on ITV this month and next month to approximately million people across Britain. Filming is taking place in Ireland this week and is supported by Tourism Ireland and Fáilte Ireland.

Called Clodagh's Ireland, the mini-series includes five six-minute segments - including one live segment - that will be broadcast on ITV's This Morning and ITV's John and Lisa's Weekend Kitchen programmes.

Clodagh's Ireland will showcase Ireland’s local produce, landscapes, soft adventure activities and wellness experiences, as well as its warm welcome. Viewers will see McKenna visit Dick Mack's and Pax House in Dingle, and enjoy activities like horse-riding and seaweed foraging, while in Kerry. The mini-series will include a cookery segment from Derrynane Beach. Filming is also taking place in Cork at locations such as the English Market, Shandon Sweets and Midleton Farmers' Market, and viewers will see McKenna present cookery segments from the Trident Hotel Kinsale and Ballymaloe Cookery School.

Wakley stated, "Tourism Ireland is delighted to support the filming of this mini-series, Clodagh's Ireland. With around two million people across Britain set to watch each episode, it's a great way to shine a spotlight on our wonderful culinary offering and spectacular scenery, as well as our fantastic outdoor activities. It will help ensure that Ireland stays front-of-mind with prospective visitors and remind viewers across Britain that Ireland is a great choice for a 'foodie' holiday."

Tourism Ireland said that publicity and broadcasts such as this are key elements of its programme of activity to keep Ireland front and centre in the minds of future visitors from Britain and elsewhere around the world.

© 2021 Hospitality Ireland – your source for the latest industry news. Article by Dave Simpson. Click subscribe to sign up for the Hospitality Ireland print edition.