Tourism Ireland has presented its new strategy for Germany to a group of senior German travel professionals who are part of its Marketing Partnership Group (MPG).
The MPG is made up of German tour operators, as well as air and sea carriers, and is the official vehicle for consulting with tourism partners in Germany.
The new Tourism Ireland strategy sets out targets which will see the island of Ireland welcome 800,000 German visitors per year by 2021, representing growth of 20%, and will see revenue generated by holiday visitors increase by 27%, to €375m per year.
Germany is the third largest market for tourism to the island of Ireland and in 2017 around 660,000 German visitors travelled here.
The new strategy has been developed in co-operation with Fáilte Ireland and Tourism NI, as well as a range of industry partners at home and in Germany. It has identified the market segments and opportunities which will drive strong growth from Germany to the island of Ireland over the coming four years.
Zoe Redmond, CEO of Tourism Ireland, said: “We believe that this is a market of considerable potential for Irish tourism over the coming years. However, we certainly don’t take the performance for granted; we need to adapt and respond to new opportunities to ensure that success continues.”