Strategy aims 'to increase value of overseas tourism' to Ireland

TOURISM IRELAND has launched details of its marketing strategy and plan to promote Ireland overseas in 2024, at an event attended by around 550 tourism industry leaders from around the country.

Cork based Cronin Travel Group and Visit Cork were among the attendees, alongside Tourism Minister Catherine Martin.

This year, Tourism Ireland will roll out an extensive and targeted programme of activity with a marketing budget of €70 million.

They aim to increase the overall economic value of overseas tourism to Ireland, growing revenue by an average 5.6% per year over the next six years to 2030.

The organisation will also sustainably support the economies of communities across the island, growing revenue to our regions outside of the peak season by an average 6.5% per year to 2030.

They explained that there are lots of exciting and inspiring stories to tell potential overseas visitors — particularly about off-season events such as Halloween, which originated in Ireland around 2,000 years ago.

Using data-driven marketing, Tourism Ireland will focus on tourists with ‘value adding tourism traits’, or those people who have funds to travel, who prize memorable experiences and tend to travel around regions and across seasons.

Alice Mansergh, Chief Executive Designate of Tourism Ireland, said: 

“In 2024, our aim is to increase the value of overseas tourism to Ireland, sustainably supporting economies, communities and the environment — our message is that Ireland has so much to offer across regions and seasons.”

This year marks the 10th anniversary of the Wild Atlantic Way, but she said that whilst there is positive trading post-covid, “we know the recovery is not evenly spread and tourism continues to face headwinds”.

“Our partnership with Fáilte Ireland and Tourism NI is foundational, pairing product development with our overseas marketing on projects like the 10th anniversary of the Wild Atlantic Way, Home of Halloween, business events and sustainability certification,” she added.