Tourism Ireland launched its marketing plans for 2024 (Wednesday, February 7) – at an event in New York attended by leading US travel industry representatives and media from the tri-State area.
Tourism Ireland aims to increase the value of overseas tourism to the island of Ireland, growing revenue by 5.6% per year, over the next six years to 2030, while also supporting local communities and the environment, inspiring visitors, and strengthening strategic partnerships. The organisation aims to grow revenue by 6.5% annually to Northern Ireland and the regions to 2030.
The US market remains the number one source market by revenue for Irish tourism and continues to offer significant growth potential. Ireland has an award-winning tourism product, a committed industry and there are excellent relationships in place with the US travel trade. There are opportunities to grow revenue, especially outside of the peak season when there is capacity ready to be filled.
Alice Mansergh, CEO, Tourism Ireland, said:
“2023 was the first full year of trading for tourism since the pandemic. Tourism Ireland was active throughout the year, with an extensive and targeted program of activity marketing the island of Ireland globally.”
“In 2024, our aim is to increase the value of overseas tourism to the island of Ireland, sustainably supporting economies, communities and the environment. The island of Ireland has so much to offer across regions and seasons, from best known spots to hidden gems. It is an exciting year ahead, as we mark the 10th anniversary of the Wild Atlantic Way and a year of culture with Belfast 2024. Spring and Fall are seasons of interest for our visitors, from the iconic St Patrick's day festival in March to celebrating Halloween in Ireland, where it all began in Celtic culture over 2000 years ago.
The US is a hugely valued market for Irish tourism, with ties and friendship that go back a long way. At Tourism Ireland, we will be collaborating with air, tour and travel partners to make it more accessible than ever to come and enjoy the island of Ireland in 2024'
Tourism Ireland will also roll out a nationwide Business Events program this year, where we initiate sales missions, attend conferences, trade shows, and incentive summits – marketing the island of Ireland as a world-class Business Events and Incentive Travel destination.
Alison Metcalfe, Tourism Ireland, Executive Vice President & Head of North America said: We look forward to working in close collaboration with our Irish and American tourism partners as we roll out an ambitious marketing program of high impact campaigns and promotions, targeting those consumers with greatest potential to travel to the island of Ireland, in the shoulder season and travel to the regions and Northern Ireland to deliver sustainable growth. It has never been easier to get to Ireland and we look forward to strengthening strategic partnerships with our airline partners to support the growth in access that will see non-stop direct flights from 18 US gateways in 2024. New gateways this year include Denver and Minneapolis”.
2024 will also be an important year for golf, as we host the Amgen Irish Open at Royal County Down, and prepare for The Open at Royal Portrush in 2025, and the Ryder Cup at Adare Manor in 2027.
-ENDS-
Further media information:
Ruth Moran, Tourism Ireland
rmoran@tourismireland.com
Notes to Editors:
Tourism Ireland is the organization responsible for promoting the island of Ireland in the US as a leading vacation destination.
Tourism Ireland’s activity to inspire US travellers to visit Ireland in 2024 will include:
- Tourism Ireland’s ‘Fill your heart with Ireland’ campaign will be expanded and will focus on passion points (e.g., built heritage, soft adventure, views and landscapes) and on enhanced Wild Atlantic Way content in support of its 10th anniversary. The campaign will run on TV, video-on-demand, social media, and in print media and will be reflected across Tourism Ireland’s website, Ireland.com.
- Publicity activity will continue to focus on regional and seasonal messaging and on delivering ‘opportunities to see’ in top US media outlets.
- A greater focus on driving potential visitors towards Ireland.com will lead to an increased number of consumers utilising the site for research. The website’s ability to cross-sell different aspects of a visit, particularly hidden gems, will be enhanced.
- Tourism Ireland will encourage regional spread and build seasonal landmark moments. Activity will include a promotion around St Brigid’s Day, a St Patrick’s Day campaign and a significant investment in the organisation’s Home of Halloween campaign.
- Tourism Ireland will continue to connect industry across the island of Ireland with US travel trade and consumers – via in-market sales platforms, co-operative campaigns and Business Events promotion.
- Media and travel trade familiarisation visits will focus on our regions and seasonal messaging.
- Tourism Ireland will work with its sister agencies Fáilte Ireland and Tourism Northern Ireland on the roll-out of an umbrella certification scheme to promote sustainable travel. Tourism Ireland will play an important role in the development of the consumer messaging and branding of the scheme.