Tourism Ireland

13 February 2011

Dear Industry Colleague

Over the coming months, I will be writing to you with updates on our marketing and the fight-back to restore overseas tourism to growth. Our main emphasis will be on the top four markets - Great Britain, North America, Germany and France - which account for almost three-quarters of all our visitors from overseas.

North America is a critically important market for us and our marketing drive is in full swing. Consumer confidence and travel sentiment is improving and research shows pent-up demand - a real opportunity for this industry.

There's been some good news on the access front with a new daily service by US Airways from the important hub of Charlotte, North Carolina to Dublin from May. And, we continue to be in dialogue with a range of carriers on other access developments.

Ireland ranks fifth on Americans' 'wish list' of places to visit, so our most urgent task is to persuade those who had put their travel plans on hold to visit us in 2011. Below is a sample of our promotional activity in
North America this spring.

We look forward to working closely with you to restore growth in 2011.


Niall Gibbons
Chief Executive

Some highlights of Tourism Ireland's promotional activity this spring:

Great experiences... better value than ever Our message in North America, and across all our markets this year, is great experiences and better-than-ever value. There's never been a better time to visit and a genuinely warm welcome awaits our North American visitors.
200m+ Americans will see Tourism Ireland ads this spring
Our spring advertising blitz launches on 23 February with:

- radio ads will air in cities with direct, and good indirect flight services - including New York, Boston, Chicago, San Francisco,
Los Angeles, Atlanta, Philadelphia, Dallas and Houston - and will reach an audience of up to 195 million listeners

- full page press ads will run in travel, thought leader and epicurean magazines, reaching an estimated 10.5 million readers

- online ads will run on popular news and lifestyle websites.

Pounding the Pavements for Business: Tourism Ireland and industry partners will 'pound the pavements' in the US over the coming weeks. A series of sales blitzes will kick off in Chicago and Boston in March, Atlanta and Dallas in April and on the west coast later in the year. The programme of B2B events will include sales calls, trade and consumer promotions and media networking and will provide a flavour of the island of Ireland holiday experience.

College Football Game to Attract 10,000 Americans:
Tourism Ireland will be working with the organisers during 2011 to ensure that as many as 10,000 American football fans will travel to Dublin for the annual clash between college teams Notre Dame and Navy which takes place here in 2012. Promotions with Anthony Travel (the travel agent for both colleges) are targeting Notre Dame and Navy alumni associations, and families, friends and fanbases through online marketing including Facebook and other social media.

Co-operative Promotions with Airlines: Campaigns with all the relevant airlines are planned or are under way. This includes the new US Airways Charlotte-Dublin service this summer which will provide welcome access from the Southern States and opens a huge hub for potential visitors from all over the US.

Targeting the Diaspora: Specific promotions will reach over
5 million members of the Diaspora in Boston, Chicago and New York from mid-February - through radio, print and online advertising. Promotion to the Scots-Irish will continue as part of our 3-year strategy to encourage this segment to 'come home to the land of your ancestors'.

'Team Ireland' Promotions: Tourism Ireland will mount a major presence at key travel, lifestyle and special interest fairs this spring, including the Philadelphia Flower Show and Canada Blooms in Toronto, with many other opportunities to come in the second half of 2011.

World-Class Golf: Industry partners at the PGA Golf Show in Orlando got a huge boost recently when Graeme McDowell stopped off at the Ireland stand, where industry partners were promoting direct to potential golf holidaymakers and influential golf media. Golf is a major focus in the US in 2011, with campaigns in Golfweek magazine and on, as well as TV ads on the popular Golf Channel. Events like the 2011 Solheim Cup at Killeen Castle and the Irish Open in Killarney are being used to draw attention to our world-class golf. We are urging American golf fans attending these events to extend their trip and to try some of our other fantastic courses.

Publicity Spotlight: Doonbeg, Killeen Castle and Lough Erne Golf Resort will feature in a thirty-minute tv preview of the Solheim Cup, to be watched by over 3 million CBS viewers this spring.
Almost 50 million households across the US could tune in to 'Your Land...My Land', with singer/harpist Órla Fallon, on public broadcasting service channels in March. This is part of a year-long focus on attracting big audience broadcast coverage for the destination.
Business Tourism: our world-class business tourism product was promoted to 200 international association and conference planners at the recent PCMA (Professional Convention Management Association) annual meeting in Las Vegas; and we have many other business tourism opportunities to come later this year.

Click here for information on ways to get involved in Tourism Ireland's promotions overseas.


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