Tourism Ireland and Minister for Transport, Tourism and Sport Paschal Donohoe have launched an €11m promotional campaign to boost late-season travel to Ireland from around the world.
The September to December period usually yields as much as 30% of Ireland’s annual overseas tourism business and Tourism Ireland is looking to capitalise on the potential this period brings.
The campaign will highlight the many festivals and events taking place right around the island this autumn – from the Dublin Festival Season (which includes Tiger Dublin Fringefest, the Dublin Theatre Festival, Open House Dublin and the Bram Stoker Festival), to Culture Night, the Belfast Festival at Queens, Wexford Festival Opera, Savour Kilkenny Food Festival, Cork Jazz Festival and the Galway International Oyster and Seafood Festival.
Tourism Ireland will also continue to highlight Limerick City of Culture, including the many literary-themed events and activities taking place this autumn – taking every opportunity to leverage the tourism benefits of this year-long celebration of culture for the city.
The campaign – which is being rolled out in Great Britain, the United States, mainland Europe, Australia and emerging markets – will incorporate a major focus on city breaks as well as on attracting visitors to more rural areas over the coming months.
Highlights of the activity include co-operative promotions with Aer Lingus, Ryanair and Stena Line, transatlantic and long-haul airlines like United Airlines, Air Canada rouge and Emirates; TV, radio, print and online advertising; as well as extensive digital, PR and social media activity.
Tourism Ireland CEO Niall Gibbons said: “We have seen strong growth of almost +10% in overseas visitors to Ireland for the first seven months of 2014. We are determined to keep that momentum going and ensure that tourism growth continues. Our autumn campaign aims to take advantage of late booking trends in our target markets, as there is still plenty of business to play for. Many people are opting for shorter holiday breaks and autumn is a good opportunity with many world-class festivals and events happening around the island.”