By Barry Coughlan
Tourism Ireland has targeted year on year growth of visitors by over five percent right through to 2030.
New CEO Alice Mansergh and the tourism team will be looking for an increase of overseas business of 5.6 per cent each year up to the dawn of a new decade.
The body will also be looking for a boost of 6.5 per cent in domestic business for the same time.
Tourism Ireland last week launched its first salvo at a launch in Dublin to build on the recovery since the (hopefully) end of the pandemic.
The event was attended by Tourism Minister Catherine Martin and over 550 industry leaders from around the country.
In addition to increasing the overall economic value of overseas tourism to the island of Ireland, the organization will also support the economies of communities across the island, growing revenue to regions outside of the peak season.
This year, Tourism Ireland will roll out an extensive and targeted program of activity with a marketing budget of €70 million ($76 million).
Tourism Ireland believes that 2024 offers a significant opportunity for overseas tourism. Ireland has an award-winning tourism product, a committed industry and there are excellent relationships in place with the international travel trade.
There are opportunities to grow revenue, especially outside of the peak season when there is capacity ready to be filled. And there are lots of exciting and inspiring stories to tell potential overseas visitors – particularly about off-season events such as Halloween, which originated on the island of Ireland around 2,000 years ago.
Tourism Ireland promises to play a vital role in 2024 to meet these opportunities.
Using data-driven marketing, the organization is determined to serve the right message to the right audience at the right time – thus stimulating demand from high value overseas; then matching tourists with supply.
Tourism Ireland is also determined to focus on tourists with ‘value adding tourism traits’ – those people who have funds to travel, who prize memorable experiences and tend to travel around regions and across seasons.
Speaking at the launch, Tourism Minister Martin emphasized that the Government was fully committed and had promised to increase budgets for this year by ten per cent or more to about $11 million in terms of overseas marketing.
“Tourism Ireland’s work overseas supports, and is supported by, other areas within the remit of my Department. For example, the portrayal of culture and sport in Tourism Ireland marketing communications overseas can play an important role in helping potential visitors to envisage and appreciate some of the unique aspects of a holiday on the island of Ireland and recognize the island as a top location for sporting events.
“My Department is behind the development of a new national tourism policy framework that will mainstream sustainability – environmental, economic and societal – across the entire tourism sector. The framework will shape how our tourism industry develops in to the future. In this regard, while I want to see the sector grow, I want it to do so in a manner that is consistent with our broader sustainability targets and ensures that Ireland will be a brand leader in sustainable tourism.
“I am delighted that sustainability underpins Tourism Ireland’s strategy in keeping with the objectives of our new Tourism Policy direction.”
But a key driving force in the months and years ahead will be recently appointed Alice Mansergh, Chief Executive of Tourism Ireland.
“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 around the world.
“In 2024, our aim is to increase the value of overseas tourism to the island of Ireland, supporting economies, communities and the environment. We will do so by inspiring overseas visitors and strengthening strategic partnerships. Our message is that the island of Ireland has so much to offer across regions and seasons. We will be showcasing iconic reasons to travel here, expanding people’s bucket lists from best-known spots to our hidden gems. It’s an exciting year ahead, as this year marks the 10th anniversary of the Wild Atlantic Way, providing Tourism Ireland with another great hook to showcase the iconic route.
“Whilst there is positive trading post-covid, we know the recovery in our industry is not evenly spread and tourism continues to face headwinds. Tourism Ireland will remain flexible and agile to face the changing environment of the future. We will work to mitigate any challenges as we shape demand to fill available capacity right across the island and throughout the year. Through enhanced consumer targeting and messaging, we will win the hearts and minds of potential overseas visitors and grow the value of overseas tourism.
“Our strong partnership with Fáilte Ireland and Tourism NI is foundational, pairing product development with our overseas marketing and collaborating on key projects and activities like the anniversary of the Wild Atlantic Way, Home of Halloween, Business Events and sustainability certification.”