The World Economic Forum has announced the results of its 2015 global Travel & Tourism Competitiveness Index (TTCI), with Ireland ranking fifth for ‘effectiveness of marketing and branding to attract tourists’.
Overall, Ireland ranks at number 19 in the world, out of 141 countries, up from number 21 when the index was last compiled in 2013. In the ‘effectiveness of marketing and branding to attract tourists’ category, Ireland has moved from number nine (in 2013) to number five in the world – ahead of France, Britain, Germany, Spain and Italy.
The highest ranked country overall was Spain, followed by France. The United States came in fourth, followed by the UK.
Ranking the performance of 141 countries across 14 different categories, the report measures the set of factors and policies that enable the sustainable development of the travel and tourism sector in a country.
The World Economic Forum produced the TTCI in collaboration with partners Bloom Consulting, Deloitte, the International Air Transport Association (IATA), the International Union for Conservation of Nature (IUCN), the UNWTO and the World Travel & Tourism Council (WTTC).
Tourism Ireland has developed a significant digital footprint in recent years – particularly in social media. The organisation has almost 3 million Facebook fans and is now the third most popular tourism board in the world on the popular social networking site (after Australia and the United States); and is the number two tourism board in the world on both Twitter and YouTube.
Niall Gibbons, CEO of Tourism Ireland, said: “I am really pleased to see that Ireland has moved to fifth position in the world for tourism marketing and branding, out of 141 countries across the world. The international tourism marketplace is an extremely competitive one and we are constantly looking at innovative and engaging ways of reaching potential holidaymakers.”