Sustainable tourism development across 13+ international markets
At an event held this morning in Dublin, Tourism Ireland Chairman Christopher Brooke and CEO Alice Mansergh (pictured, above) outlined the agency's 2025 overseas marketing plans for 13+ markets.
A major target is to grow annual overseas visitor spend from 6.4B euros in 2023 to 9B by 2030.
A new initiative for 2025 will be "Slow Tourism Month" which targets the approximately 50% of overseas visitors who choose not to travel around Ireland by car.
Other promotions will build on the already established "Fill Your Heart with Ireland" campaign.
Challenges in 2025 will include:
- the new UK Electronic Travel Authorization, which could adversely affect visitation to Northern Ireland
- the passenger cap at Dublin Airport
Other 2025 marketing efforts will include:
- Collaboration with air and sea carriers to support demand for routes serving the regions of Ireland
- Providing travel inspiration via social media and an increasingly AI-optimized Ireland.com
- Broadcast television and streaming video targeting key audiences
- Sponsorships of sporting events including The Open at Royal Portrush and the Aer Lingus College Football Classic
- Promotion of festivals year-round
- 1.6B publicity messages
- Twinning initiatives between Ireland regions and target market countries
- Connecting Irish tourism operators with overseas travel trade and consumers
- Working in partnership with Failte Ireland and Tourism NI
