Tourism Ireland’s 2012 Marketing Plans lay foundations for return to record visitor numbers by 2015

TOURISM IRELAND HAS LAUNCHED DETAILS OF ITS MARKETING PLANS to promote the island of Ireland overseas in 2012 and beyond, at an event attended by Minister for Transport, Tourism and Sport Leo Varadkar T.D. and tourism industry leaders from around Ireland. The organisation’s goal is to build on this year’s return to growth in overseas tourism and to welcome over 9 million visitors to the island by 2015, exceeding the record year for tourism of 2007.

Details of a new global advertising campaign - ‘Jump Into Ireland’ - were also unveiled. The new Tourism Ireland campaign, which will launch in January 2012 in 22 markets around the globe, will include TV, radio, press, cinema and online advertising and will have an estimated annual audience of 60 million potential visitors worldwide. The soundtrack for the TV ads is a track from the latest album, Fallen Empires, of Co Down band Snow Patrol. Tourism Minister Leo Varadkar said: “Tourism has been a priority for this Government from the start.

The sector currently keeps 180,000 people in jobs right across the country, and there is great potential for further job creation. So far the signs are good, with visitor numbers up 10% in the first nine months of the year. The Tourism Ireland marketing plan will build on this progress. We are now building up to the Gathering in 2013, which will be the biggest tourism event ever held in Ireland.” Tourism Ireland’s targets for 2012 will see the island of Ireland welcoming 7.8 million visitors during the year. This will represent growth in visitor numbers of +5.5% over 2011 and will set the sector back on the road to reaching visitor levels attained in the peak year of 2007 by 2015. Commenting on the year ahead, Niall Gibbons said: “2012 is about competing to win. While recent economic turmoil has brought increased uncertainty, affecting business and consumer confidence, the overall outlook for travel and tourism remains positive. Tourism Ireland will roll out an extensive marketing programme to capitalise on the strong interest in Ireland in all our markets. Our new advertising campaign will capture the essence of a holiday here and play to our strengths - iconic experiences and warm, friendly people.”