Dublin, December 4, 2018 - Tourism Ireland today launched details of its marketing plans to promote the island of Ireland in 2018, at an event in Dublin attended by tourism industry leaders.
2017 is set to be another record year for Irish tourism, surpassing all previous records; by year end, 10.65 million people will have visited the island of Ireland, spending €5.78 billion. For 2018, Tourism Ireland aims to build on this year’s performance – growing overseas tourism revenue to €6 billion (+5%) to the island of Ireland and visitor numbers to 10.8 million (+2%).
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 our favour include new flights to Ireland – including new Aer Lingus service from Seattle and Philadelphia. Other positives include strong economies in many of our 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: Episode VIII – which will feature various locations along the western seaboard – also presents Tourism Ireland with a truly 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 last year, helping to sustain some 282,000 valuable jobs in communities across the island. Some 10.65 million people will have visited the island of Ireland, representing a +3.2% increase over 2016.
“2017 is set to be another record year for Irish tourism, surpassing all previous records and coming on the back of a number of years of strong growth,” said Niall Gibbons, CEO of Tourism Ireland. “And, I am delighted to report that we have seen growth from all our main markets around the world, with the exception of Britain – with record numbers arriving here from North America, Mainland Europe, Australia and developing markets. 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.”