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One amazing island. Six unique regions

Soaring cliffs, buzzing little towns and a way of life forever inspired by the sea, that's what you'll find on the world’s longest defined coastal touring route.

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Tourism Ireland Unveils 2022 Marketing Plans in New York

Tourism Ireland in the United States unveiled its marketing plans for 2022 at an event in New York attended by leading tour operators, travel agents and journalists from the tri-State area.  

Guests also attended the premiere of an exciting new giant-screen documentary film, called Ireland, at the AMC Lincoln Square IMAX Theatre – home to the largest IMAX screen in North America. Narrated by Liam Neeson, the film was produced by MacGillivray Freeman Films and is sponsored by Tourism Ireland. ‘Ireland’ celebrates our rich history, culture, arts and music, as well as our spectacular scenery. 

This year, Tourism Ireland will roll out its biggest ever programme of promotions in the United States, to restart overseas tourism to the island of Ireland. Following a devastating two years for the tourism and travel sector, the programme will allow Tourism Ireland to upweight its campaigns, punch through the noise and convert ‘lookers’ to ‘bookers’, in order to save businesses and create jobs. Tourism Ireland’s message is that Ireland is open for business again and we cannot wait to welcome back our American visitors. 

Speaking at the event in New York, Niall Gibbons , CEO of Tourism Ireland, said,  “as we restart overseas tourism to the island of Ireland, we are rolling out our biggest ever programme of promotions in the all-important United States market this year. We know from our research that there is significant pent-up demand among travellers to return to the island of Ireland as soon as possible. However, we also know that there is significant competition in the marketplace; every destination has experienced the impact of COVID-19 and is now seeking its share of the recovery. Our campaigns will therefore need to punch through the noise and create an immediate desire to visit.”

Tourism Ireland’s Green Button campaign went live in the United States last week. The US$8.5 million campaign is running in key gateway cities and priority areas (including New York, Boston, Chicago, Philadelphia, Washington DC, Los Angeles, San Francisco, Seattle and Dallas), to reach and engage audiences with the highest potential to travel to Ireland. Green Button ads will be seen on air and online, on major television networks ABC, NBC, CBS and Fox, around popular programmes with large audiences. Ads are also running on leading streaming services like Hulu, WarnerMedia, YouTube TV, Sling TV and Discovery+. The TV and digital campaign will reach an estimated 92 million people and will deliver over 600 million impressions (opportunities to see) this year. 

Alison Metcalfe , Tourism Ireland’s Head of North America and Australia, said,  “we are rolling out our Green Button campaign in the United States right now – urging travellers to ‘press the Green Button’ and book their trip to the island of Ireland this year. Our extensive programme of high impact campaigns and promotions is targeting those consumers with the great potential to travel to Ireland. Our message is very simple: Ireland is open for business again and we cannot wait to welcome back visitors from the United States. We’re telling prospective US visitors that a warm welcome awaits them when they travel to Ireland, despite the disruption of the last couple of years.”

Before COVID-19, in 2019, we welcomed 1.7 million American visitors to the island of Ireland, whose visits delivered revenue of €1.6 billion for the economy.  

Source: Tourism Ireland

Ryan Harmon

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Tourism Ireland Reveals Ambitious Plans For 2024 At Launch Event In NYC

By Barry Coughlan

Tourism Ireland’s new CEO Alice Mansergh headed up an auspicious group of travel experts at a new tourism marketing launch in North America, held in New York.

In the company of leading US travel industry representatives and media from the tri-state area, Ms Mansergh last night pledged that Irish Tourism would continue a drive towards record numbers heading to Ireland this year, after an amazing post-Covid recovery.

She pointed out that 2023 was the first full year of trading for tourism since the pandemic and said: “Tourism Ireland was active throughout the year, with an extensive and targeted program of activity marketing the island of Ireland globally.” 

For years, privileged parts of Ireland have thrived, but recent decades have thrust smaller counties into the spotlight as tourists’ tastes changed and developed. Ms Mansergh is a huge advocate of developing potential in each and every county in the country, north and south.

She told her important New York audience: “In 2024, our aim is to increase the value of overseas tourism to the island of Ireland, and support in a sustainable way the economies, communities and the environment. The island of Ireland has so much to offer across regions and seasons, from best known spots to hidden gems.”

She pointed out that her organization, and Fáilte Ireland, had an exciting year ahead, as the country marks the 10th anniversary of the Wild Atlantic Way and a year of culture with Belfast 2024.”

Inevitably, she touched on the iconic St Patrick’s Festival that is celebrated worldwide, and which in Ireland, attracts hundreds of thousands of visitors, many of them from the USA, Canada and further afield, but she also said that Spring and Fall had even wider interest for visitors.

Ms Mansergh believes that Halloween in Ireland, can also be developed into a major attraction for tourists to Ireland from worldwide and referred to the place Halloween now has in North American celebration of culture.

However, she reminded her audience, “Halloween all began in Celtic culture over 2000 years ago.”

“The US”, she said, “is a hugely valued market for Irish tourism, with ties and friendship that go back a long, long way. At Tourism Ireland, we will be collaborating with air, tour and travel partners to make it more accessible than ever to come and enjoy the island of Ireland in 2024.

Business tourism is also an area which Ms Mansergh has identified to boost passenger figures into Ireland. “Tourism Ireland will roll out a nationwide Business Events program this year, where we initiate sales missions, attend conferences, trade shows, and incentive summits –marketing the island of Ireland as a world-class Business Events and Incentive Travel destinations.”

On a more general level, Tourism Ireland aims to increase the value of overseas tourism to the island of Ireland, growing revenue by 5.6% per year, over the next six years to 2030, while also supporting local communities and the environment, inspiring visitors, and strengthening strategic partnerships. In relation to Northern Ireland, the organization aims to grow revenue by 6.5% annually.

The US market remains the number one source market by revenue for Irish tourism and continues to offer significant growth potential to a country that has an award-winning tourism product, a committed industry where there are excellent relationships in place with the US travel trade.

There are opportunities to grow revenue, especially outside of the peak season when there is capacity ready to be filled, which Ms Mansergh is determined will come to fruition in the years ahead.

To do so will involve continuous liaison with tourism partners and Alison Metcalfe, Tourism Ireland, Executive Vice President and Head of North America said she looked forward to working with those partners and developing new possibilities.

“We will be working in close collaboration with our Irish and American tourism partners as we roll out an ambitious marketing program of high impact campaigns and promotions, targeting those consumers with greatest potential to travel to the island of Ireland, in the shoulder season and travel to the regions and Northern Ireland to deliver sustainable growth.

“It has never been easier to get to Ireland and we look forward to strengthening strategic partnerships with our airline partners to support the growth in access that will see non-stop direct flights from 18 US gateways in 2024. New gateways this year include Denver and Minneapolis”.

Ms Metcalfe also pointed out that 2024 and beyond would be an important year for golf tourism: “We host the Amgen Irish Open at Royal County Down, and prepare for The Open at Royal Portrush in 2025, and the Ryder Cup at Adare Manor in 2027”

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Offaly County Council visits Tourism Ireland in New York

Representatives of Offaly County Council met with senior executives from Tourism Ireland in New York for the St Patrick’s Day celebrations last week. They were briefed on Tourism Ireland’s ample promotional programme in the US for 2022.

This year, Tourism Ireland is rolling out its biggest ever programme of promotions in America, to restart overseas tourism to Ireland. Following a devastating two years for the tourism and travel sector, the programme will enable Tourism Ireland to upgrade its campaigns to save businesses and create jobs.

Tourism Ireland’s message is that Ireland is open for business again and they cannot wait to welcome back American visitors.

Alison Metcalfe, Tourism Ireland’s Head of North America, said: “We were delighted to meet with the representatives of Offaly County Council and to have the opportunity to brief them about the extensive promotional programme we are undertaking in the United States this year. We are rolling out our Green Button campaign right now – urging American travellers to ‘press the Green Button’ and book their trip to Ireland this year. Our extensive programme of high impact campaigns and promotions is targeting those consumers with the greatest potential to travel to Ireland. Our message is very simple: Ireland is open for business again and we cannot wait to welcome back visitors from the United States."

"Our St Patrick’s Day programme this year included an extensive programme of trade, media and consumer activity to restart overseas tourism. Our aim was to remind American holidaymakers that Ireland offers the warmest of welcomes and great fun, as well as wonderful scenery and heritage. We’ve been taking every opportunity to capitalise on Ireland’s heightened profile around this St Patrick’s Day period."

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Tourism Ireland's new CEO announces ambitious 2024 plans

Tourism ireland plans to grow overseas tourism revenue by 5.6 percent per year over the next six years to 2030..

With new direct air routes and more US visitors deciding to include Northern Ireland in their itineraries for the first time, America will continue to be a key market in Tourism Ireland's 2024 plans, CEO Alice Mansergh tells IrishCentral .

Launching this year's US marketing drive in New York, Mansergh announced Tourism Ireland plans to grow overseas tourism revenue by 5.6 percent per year over the next six years to 2030.

The United States remains Ireland's largest tourism market with family, ancestral and heritage ties a key driver, but Ireland's remarkable tourist offerings are competing strongly with those ancestral ties she explains. 

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“When we survey consumers about what they associate with Ireland overseas, the three things that always come up are scenery, heritage, and people. I think that people is a sort of easy way to describe the warm welcome that visitors receive. But when you go a bit deeper, I do think it gets back to the arts.”

“It's about our storytelling, our sense of humor, our literature, acting music, dance and it's so exciting at the moment to see so many wonderful actors and actresses, whether it's Cillian Murphy with his Oscar nomination, or whether it was An Cailin Ciuin as the first Irish language film featured at the Oscars, it really is a moment in Irish culture,” Mansergh continues.

“Tourism is one of the biggest indigenous industries on the island of Ireland, with 70 percent of the tourism jobs actually based outside of Dublin,” Mansergh continues. 

“Our role is overseas marketing of the island of Ireland, so what we want to do is to inspire and delight visitors and help them make memories of a lifetime on the island. And then when people come and do that, what it does for the economy and the island of Ireland is it supports all of these communities right the way around the island who thrive through welcoming visitors. 

“And so we're targeting a 5.6% year over year increase to 2030 in the value of overseas tourism to the island of Ireland. But obviously that only happens when we surprise and delight visitors. And so what we want to do in our marketing is make sure we're telling all the best stories and showcasing what there is to see and do, particularly focusing on the places, the regions, the seasons that people might not have discovered yet.”

“St. Patrick's Day we're super proud of as its wonderful festival and encourages 100,000 people to come and visit and travel around. But St Bridget's Day was a bigger celebration this year too. We were marking 1500 years of St. Bridget. Her history goes back into being a goddess in pagan time, then a saint.”

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Mansergh concludes: “This year we'll be encouraging people to come and experience the home of Halloween and everything that we have to offer through fall and autumn. It's about telling the stories that can showcase different aspects of the island and encourage people to come back or to visit for the first time.”

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Cork County Council visits Tourism Ireland in New York

22 March 2022 By Elaine Murphy [email protected]

News from the USA

Representatives of Cork County Council, who were in New York for the St Patrick’s Day period, met with senior executives from Tourism Ireland last week. They were briefed on Tourism Ireland’s extensive promotional programme in the United States for 2022, which is in full swing right now.

This year, Tourism Ireland is rolling out its biggest ever programme of promotions in the United States, to restart overseas tourism to Ireland. Following a devastating two years for the tourism and travel sector, the programme will allow Tourism Ireland to upweight its campaigns, punch through the noise and convert ‘lookers’ to ‘bookers’, in order to save businesses and create jobs.

Tourism Ireland’s message is that Ireland is open for business again and we cannot wait to welcome back our American visitors.

Alison Metcalfe, Tourism Ireland’s Head of North America, said: “We were delighted to meet with the representatives of Cork County Council and to have the opportunity to brief them about the extensive promotional programme we are undertaking in the United States this year. We are rolling out our Green Button campaign right now – urging American travellers to ‘press the Green Button’ and book their trip to Ireland this year. Our extensive programme of high impact campaigns and promotions is targeting those consumers with the greatest potential to travel to Ireland. Our message is very simple: Ireland is open for business again and we cannot wait to welcome back visitors from the United States.

“Our St Patrick’s Day programme this year included an extensive programme of trade, media and consumer activity to restart overseas tourism. Our aim was to remind American holidaymakers that Ireland offers the warmest of welcomes and great fun, as well as wonderful scenery and heritage. We’ve been taking every opportunity to capitalise on Ireland’s heightened profile around this St Patrick’s Day period.”

PIC SHOWS: Geraldine Egan, Tourism Ireland; Clodagh Henehan, Divisional Manager for South Cork, Cork County Council; Cllr Cathal Rasmussen, Deputy Mayor of the County of Cork; Cllr Gillian Coughlan, Mayor of the County of Cork; Paul McDonagh, Tourism Ireland; and Mairéad Lucey, Corporate Services, Cork County Council, in the Tourism Ireland office in New York.

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Tourism between Republic and Northern Ireland has tripled in a decade - 'a real opportunity for economic growth'

A new study has shown that tourism between Ireland and Northern Ireland tripled between 2013 and 2023.

The study, which was carried out by Ulster University and Dublin City University, examined levels of cross-border tourism. They found that there had been a sharp increase in the 10 years leading up to last year.

• Emmy-award winning travel show films in Ireland with hopes of enticing Americans to visit
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While there were less than 100,000 cross-border trips made per quarter in 2013, the average rose to 300,000 across the span of a decade. The report also revealed that the Republic of Ireland received over four times the number of international visitors as Northern Ireland . Additionally, it showed that visitors from Great Britain made up two thirds of visitors to Northern Ireland compared to one third in the Republic.

‘Staycation’ tourism is a hugely important and valuable part of the overall tourism industry on both sides of the border, generating millions of euro a year and pumping it back into the economy. It also helps foster a positive and mutually beneficial relationship between the republic and north of Ireland, which social media users were delighted to see.

On X, users reacted to the promising statistic shared by DCU, with user @forlouth writing: “Excellent!.. Essential reading friends!”

Professor John Doyle, Vice President for research at Dublin City University, said the analysis: “highlights a real opportunity for economic growth, for businesses to grow their income and profitability, and for better wages in the sector.

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"Cooperation will benefit both parts of the island, but given the more developed tourism industry in the Republic, it should benefit Northern Ireland to a much greater extent.

"In order to close the gap with the Republic, public policy needs to move beyond the current levels of cooperation, to build a single tourism offering, in marketing, visa-requirements, tax and regional development policy, and, perhaps most crucially, in the perception of the visitor."

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