Tourism Ireland is set to spend €45m on promoting Ireland as a destination for tourists in 2019. It was revealed at the recent 2019 marketing launch in the Intercontinental Hotel, Dublin, that Tourism Ireland had secured an additional €10m to go towards its first new global advertising and marketing campaign in seven years. The additional funding will go a long way towards allowing Tourism Ireland to develop and build its marketing programmes for next year. The hope is to attract more than 11.6 million visitors to the island in 2019, an increase of over 4% on this year’s numbers.
Tourism Ireland was delighted to announce that 2018 is set to be another record year for Irish tourism. Latest estimates indicate that, by year-end, revenue generated by international visitors will be around €6.1 billion, a +10% increase over last year, resulting in the retention of around 325,000 jobs around the country. By the end of 2018, it is estimated 11.2 million people will have visited the island of Ireland, an increase of over 6% on 2017.
Exciting new details were announced regarding Tourism Ireland’s latest global campaign – ‘Fill your Heart with Ireland’ – which will launch next month in the United States, France, Germany and Britain. Starting in January 2019, it will be rolled out in over 20 markets around the globe. It will include TV, cinema, print, outdoor and online ads, as well as content for social platforms. The emphasis will be on “non-iconic” locations, bringing visitors to less visited sites and attractions, and also on year-round travel, moving away from the traditional seasonability of travel to Ireland.
The speakers at the recent Dublin event included Senator Shane Ross, Minister for Transport, Tourism and Sports in Ireland, and also Joan O’Shaughnessy, Chairman of Tourism Ireland. CEO Niall Gibbons spoke about how “2018 is set to be another record year for Irish tourism, surpassing all previous records and coming on the back of a number of years of strong growth.”
“And, I am delighted to report that we have seen growth from all our main markets around the world – with record numbers arriving here from North America, Mainland Europe, Australia and emerging markets. Throughout the year, Tourism Ireland undertook a packed programme of promotions, to bring Ireland to the attention of travellers everywhere. Thousands of opportunities were created for potential visitors around the world to read, hear or watch positive messages about Ireland; Tourism Ireland estimates that this media exposure is worth an estimated €330m in equivalent advertising value,” he adds.