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Tourism Ireland announced today (Monday 16th January) at an event attended by Tourism Minister Catherine Martin and around 500 tourism industry leaders from across the country a marketing strategy and plan to promote the island of Ireland abroad in 2023. announced the details of
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Tourism Ireland aims to rebuild revenues from overseas holidaymakers to pre-pandemic levels. This is by attracting ‘value added tourists’ (visitors who stay longer, spend more in the region and Northern Ireland, arrive in shoulder season and consider the impact). environment) and by focusing on the markets that yield the greatest returns. This is achieved through a wide range of promotional activities, including key marketing campaigns, advertising and programming, social media and digital marketing, as well as by working with the domestic tourism and international travel industries to drive sales. increase.
This year, Tourism Ireland will roll out a broad and targeted program of activities with a marketing budget of €78 million.
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Sustainability will be central to the work of Tourism Ireland in the coming years. As well as focusing on the economic sustainability of the tourism industry (the contribution that international tourism makes to economic prosperity, particularly employment and livelihoods), Tourism Ireland’s strategy also includes social sustainability (the benefits experienced from overseas tourism). ) and environmental sustainability at its core.
Tourism Ireland Minister Catherine Martin said: “I would like to commend the comprehensive marketing strategy that Tourism Ireland has put in place for 2023. We especially welcome the focus on embedding sustainability into all of our activities. A focus on the environmental impact of tourism and increasing representation of holidaymaker diversity.International travel to Ireland recovered strongly in 2022, but the sector continues to face significant challenges , investments in overseas marketing and additional funding are essential. With the €15 million I have secured in the 2023 Budget, Tourism Ireland will significantly strengthen the promotion of Ireland as a world-class tourism experience in key markets. I would also like to take this opportunity to thank Mr Niall Gibbons for his contributions to Tourism Ireland. In his formative years, he has overseen his emergence as a world leader in tourism marketing.The record growth in tourist numbers and accompanying revenues over the past decade is a testament to his efforts and leadership. We thank him for his contribution to Ireland’s tourism over the last 20 years and wish him all the best in his future endeavors.”
New global campaign
Tourism Ireland’s new global campaign ‘Fill your heart with Ireland’ was announced today at its launch. The new ad features actress Sharon Hogan. bad sistersand Saoirse Monica Jackson and Jamie Lee O’Donnell, delhi girlsThis campaign aims to make a difference between the island of Ireland and other destinations. Various celebrities share what fills their hearts in Ireland.
The new campaign will launch on St Patrick’s Day in Ireland’s top four tourism markets – the UK, USA, Germany and France – and then roll out in nine key tourism markets around the world.
Neil Gibbons, CEO of Tourism Ireland, said: “As we emerge from CPVID, our priorities for the next year will be to return revenues from international holidaymakers to pre-pandemic levels and ensure that international tourism continues to grow. To ensure that we contribute to economic sustainability, and in 2023 we will roll out broad and targeted promotional campaigns around the world. I am pleased to , especially our warm welcome.
“We are fully aware that there are many uncertainties in the short term and we are currently taking significant and ever-changing risks such as the war in Ukraine and the impact on the cost of doing business. However, there is optimism in the long-term: the long-term health of international tourism. to ensure that our industry returns to profitability.
“Above all, the need to adopt the flexible and agile approach that Tourism Ireland has taken in recent years will continue beyond 2023.”
In 2022, Tourism Ireland’s focus was on resuming international tourism to the island of Ireland. International travel rebounded faster than expected as the year began, and he finished 2022 with about 75% of his 2019 business. Rising demand for travel, postponed bookings and accumulating savings have led to a surge in travel to Ireland. Air and sea capacities have also recovered at a faster rate than expected. A priority this year is to rebuild tourism to the island of Ireland.
Gibbons continues: Bringing the attention of travelers from around the world to Ireland.In 2022 there will be thousands of opportunities for potential visitors around the world to read, hear and see positive messages about Ireland was created. Tourism Ireland said last year’s media exposure had equal advertising value.
“Our latest research confirms that the desire to travel is stronger than ever. and ensure that the benefits of tourism are shared: The Irish Isle, all year round.”
read more: Tourism Ireland CEO Neil Gibbons resigns
© 2023 hospitality ireland – Your source of the latest industry news. Article by Dave Simpson. Click subscribe to hospitality ireland print version.
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