Tourism Ireland launched details on Tuesday of its marketing strategy and plan to promote the island of Ireland overseas in 2024, at an event attended by Tourism Minister Catherine Martin and around 550 tourism industry leaders from around the country.
Aiming to increase the overall economic value of overseas tourism, growing revenue by an average +5.6% per year over the next six years to 2030, Tourism Ireland 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.
This year, Tourism Ireland will roll out an extensive and targeted programme of activity with a marketing budget of €70 million.
The organisation believes that 2024 offers significant opportunity for overseas tourism, with opportunities to grow revenue, especially outside of the peak season when there is capacity ready to be filled. And there are lots of exciting and inspiring stories to tell potential overseas visitors – particularly about off-season events such as Hallowe’en (which originated on the island of Ireland around 2,000 years ago).
Regional spread will be encouraged and Tourism Ireland aim to build seasonal landmark moments. Activity will include a promotion around St Brigid’s Day, a St Patrick’s Day campaign and a significant investment in the organisation’s Home of Halloween campaign.
Using data-driven marketing, the organisation will remain nimble, serving the right message to the right audience at the right time – thus stimulating demand from high value overseas tourists and matching demand to supply.
