Tourism Minister Brendan Griffin was in Berlin at the start of March, visiting the major travel trade fair ITB and stopping off at Tourism Ireland's stand.
Minister Griffin was lending his support to the 35 companies from north and south who were exhibiting in the Main Hall and in the Youth and Adventure area, to grow Ireland’s share of the German travel market.
ITB (Internationale Tourismus-Börse) is the biggest travel promotion of the year, attracting over 160,000 visitors from 180 countries across the world. Of these, about 110,000 are trade visitors from all over the globe, including tour operators, travel agents, airlines, travel media and influencers. The five-day event provides an opportunity to network, negotiate and exchange contracts with the international tour operators and travel agents in attendance.
ITB is a key element of Tourism Ireland’s spring promotional programme in Germany, which is the third largest source of visitors to the island of Ireland and one of the largest outbound travel markets in the world. 2018 was the eighth consecutive year of growth for Irish tourism from Germany, with almost 818,000 German arrivals, delivering almost €500m to the economy. The Fáilte Ireland commercial team also attended ITB, supporting 10 Irish companies in the youth and adventure sector.
Speaking at ITB Berlin, Finola O’Mahony, Tourism Ireland’s Head of Europe, said: “The large representation of our tourism partners from Ireland at ITB this year is extremely welcome – and essential in the highly competitive global marketplace. Germans who are interested in taking a holiday which involves sightseeing and local culture remain our core audience; we are also targeting people who engage in outdoor activities while on holidays.”
Tourism Ireland’s new Fill Your Heart with Ireland (in German, ‘Irland. Lässt dein Herz höher schlagen’) ad was running on German TV during January and February, on a range of channels including ARD, ZDF, SAT.1, RTL, Super RTL, VOX and Disney, reaching more than 17m viewers in total. A second TV campaign will run in the autumn.