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SOAR (Situation & Outlook Analysis Report) February 2013

Dear Industry Colleague,

Attached is a link to the latest SOAR.

The global economic landscape continues to present a challenging environment for travel in 2013.

Despite the ambiguity surrounding the pace of economic recovery, North America, Mainland Europe and Australia and Developing Markets represent the best prospects for growth in 2013.

The new GB Path to Growth strategy underpins Tourism Ireland’s marketing plans for 2013 in GB; the plan aims to grow the number of British holidaymakers by +20% by 2016. In the US, Tourism Ireland is rolling out our plan to “Make Ireland Jump Out” and grow American visitors by +20% between 2013 and 2015.

Overall sentiment for travel to the island of Ireland in 2013 is positive. Upcoming promotions, such as ITB Berlin and a host of other top shows,sales missions and blitzes, provide significant opportunities for Tourism Ireland and industry partners to promote directly to top trade, media and consumers in key markets.  In particular, The Gathering Ireland 2013 and Derry~Londonderry UK City of Culture 2013 present tremendous opportunities to highlight the island of Ireland around the world

Click here for the full report


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