Tourism Ireland targets 5.6% annual revenue growth through 2030
The 2024 campaign - which will focus on tourists with "value adding tourism traits" - is budgeted at €70 million.
Key elements of the 2024 campaign will include:
- Expansion of the "Fill Your Heart with Ireland" campaign focusing on "passion points" like built heritage, soft adventure and scenery, and on enhanced 10th anniversary Wild Atlantic Way content - to run on TV, video-on-demand, social media, OOH and print media, as well as on Ireland.com.
- Publicity focused on regional and seasonal messaging in international media outlets
- Continued investment in long-form content by the International Programming Fund
- Increased focus on driving prospects to Ireland.com for research, and enhancement of the website's ability to cross-sell various tourism products
- Encourage expansion of tourism across regions and seasons, including promotions of St. Brigid's Day, St. Patrick's Day and Halloween
- Connect industry partners with overseas travel trade and consumers via overseas sales platforms, co-op campaigns and event promotions
- FAM trips for trade and media
- Promotion of major golf events including The Open in 2025 and the Ryder Cup in 2027
- Facilitation of 25,000 meetings between 750 industry partners with global buyers
- Manage and operate 3 major MICE events: IMEX Frankfurt, IMEX Las Vegas and IBTM in Barcelona
- Work with Failte Ireland and Tourism NI on the development of an umbrella certification scheme promoting sustainable travel
At the campaign launch event in Dublin, Alice Mansergh, Chief Executive Designate of Tourism Ireland, said:
"In 2024, our aim is to increase the value of overseas tourism to the island of Ireland, sustainably supporting economies, communities and the environment...Through enhanced consumer targeting and messaging, we will win the hearts and minds of potential overseas visitors and grow the value of overseas tourism."
