Tourism Ireland Goes for +3% Growth in 2010
Major focus on Great Britain, Germany, United States

Dear Industry Colleague,

As you may be aware, Tourism Ireland has launched its Marketing Plans to restore overseas tourism to growth in 2010.  While international experts have forecast a decline of -2% in tourism to the island of Ireland next year, we will go flat out to grow visitor numbers by +3%.  This will translate into an additional 230,000 visitors, giving a total of 7.85 million.  Tourism to the island of Ireland will grow faster than our competitors.

2010 will be about action to deliver immediate returns and short-terms wins for you, our industry partners.  Great Britain, Germany and the United States will be the focus of major investment next year.  However, as we reiterated at our marketing launches, we will maintain a presence in all our source markets.  

The value message will be key in the battle for the return to growth.  Tourism Ireland will invest heavily in cooperative and price-led marketing with carriers and industry partners to bring the best value available to consumers and trade overseas.  We will highlight the uniqueness of holiday experiences here to secure ‘stand out’ in highly competitive markets.  We will re-engage with the influential travel trade across markets to ensure we maximise their role in promoting and selling the destination.  We are going to step up our publicity campaigns which this year generated almost €200/£180 million in positive broadcast and print media coverage across the world.  This gets off to a great start over Christmas.  In Britain, the BBC will air two hour-long programmes, shot here, in the popular “Three Men in a Boat” series to an audience of over 6M.  In the Netherlands on Christmas Eve, a further 2.5 million viewers will see the family show “All You Need is Love”, also filmed here recently.  This is on top of the BBC “Top Gear” programme which aired to 6.5M and repeated to a further 4M in GB recently.

Getting back to growth in the prevailing circumstances will require a collective effort on an unprecedented scale.  We will provide over 3,500 co-operative marketing opportunities – including many free and low-cost – for you to engage directly with consumers, trade and media overseas to boost your business.  www.tourismireland.com/industryopportunities has all the details and I urge you to sign up today.

2010 will be another difficult year but I am confident that, if we work together in a new way, we can return overseas tourism to growth.

Full details of the Marketing Plans are available at:

In the meantime, let me take this opportunity to wish you all a very Happy Christmas and better things to come in 2010. 


Niall Gibbons
Chief Executive

Tourism Ministers Arlene Foster MLA and
Martin Cullen TD, pictured at the North/South
Ministerial Council meeting yesterday with
Tourism Ireland’s Chairman, Hugh Friel and
Chief Executive, Niall Gibbons.


Created with Newsweaver