• Cyril McAree

Fáilte Ireland British Golf Drive Targets Lucrative Incentives Buyers

Sky Sports’ golf presenter Sarah Stirk will be assisting a Fáilte Ireland drive to grow golf business in the British market as the national tourism agency pitches to a group of more than 50 lucrative corporate and incentive buyers, with the potential to deliver significant new UK business to Ireland. The event, where Fáilte Ireland is being supported by Golfbreaks.com and our overseas partners Tourism Ireland, will take place at the Foxhills Club and resort in Surrey this Tuesday (5th September).

The British attendees represent companies who send over 5000 people on corporate and incentive trips each year and represent potential business worth up to €5m.

Typically, corporate incentive travel is a means for a company to motivate and reward valuable employees with incentive travel trips designed at both group and individual levels. Fáilte Ireland, throughout a day of talks and demonstrations, will be seeking to persuade these incentives buyers that as golf is a particularly popular incentives activity, Ireland - which has an unparalleled golfing offering - is the best destination worth considering. Golf already generates an estimated 1.6 million bed nights to Ireland every year and golfers are worth an estimated €200m to the economy. Golf tourists are estimated to also spend more than the average leisure tourists and are considered high worth targets for tourism.

Speaking ahead of the event, Fáilte Ireland Head of Business Development, Paul Mockler, explained why Fáilte Ireland sees value in targeting this part of the British market: “These businesses hold a significant opportunity for Ireland because their clients’ needs match what Ireland has to offer both from a tourism and golfing perspective. Despite Brexit, the British market remains a very important source market for our overseas tourism revenue. There is great potential in Britain – particularly in targeting those sectors where we have strong assets to play.

“We have some of the best golf product in the world and our golf offering provides us with a compelling calling card by which we can meet any softening in the British market. Furthermore, many of our finest golf courses are located outside of the main tourism hotspots and a high percentage of our golfing tourists travel to Ireland outside of the summer season. Therefore, targeting this market with this product will help us to develop a greater regional spread of visitors and generate activity throughout the year.”

Chairing the event, Sky Television’s presenter on European and US tour events, Sarah Stirk will take part throughout – including hosting a question and answer style interview designed to provide more detailed information on Ireland as a destination for the guests on the day and allow them to engage with the offering.

#TourismIreland #SarahStirk

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