• Cyril McAree

Winning Business from Emerging Markets as Tourism Agencies Target Luxury Market

Tourism agencies Fáilte Ireland together with Tourism Ireland have this week invited a group of Irish tourism trade to a networking evening opportunity in the Intercontinental Hotel, Ballsbridge, Dublin, to meet and build their business contacts with a group of top tier tour operators from the United Arab Emirates market and representatives from Turkish Airlines, and to learn more about new Irish tourism initiatives.

Nine top UAE and Turkish Airline tour operators, representing high-end luxury tour operators will have an opportunity to learn more about Fáilte Ireland’s four major tourism brands: the Wild Atlantic Way; Ireland’s Ancient East, Ireland’s Hidden Heartlands and Dublin. To enhance their visit Fáilte Ireland created a bespoke itinerary for the buyers where they will see first-hand what Ireland has to offer, including a visit to the Irish National Stud & Gardens; Ballyfin Demise, Co Laois; Secret Ireland Escapes in Killaloe, Co Clare; Dunloe Hotel & Gardens, Killarney; golfing at Ballybunion Golf Club, Kerry; Kildare Village outlet and the K Club.

Fáilte Ireland recently undertook research to underpin the development of a luxury strategy to target high yielding visitors.

Paul Mockler, Fáilte Ireland’s Head of Commercial Development, explained –

“We want these buyers to be impressed by the truly authentic and exclusive luxury products available for overseas visitors in Ireland and to discover first-hand the many choices for luxurious accommodations whether that be a city-centre, estate or castle property. From our research, we know that the luxury market globally is growing and evolving. More luxury travellers are seeking experiences that offer private and exclusive escapes which are authentic and provide immersion in the local culture. Ireland can deliver this – along with access to stunning landscapes coupled with exceptional and personal service.”

To enhance the United Arab Emirates Buyers visit and their bespoke itinerary, Fáilte Ireland delivered a networking evening with Irish tourism businesses in the Intercontinental Hotel in Ballsbridge, Dublin, where Turkish Airlines Regional Sales & Marketing Manager Arif Pasha commented that he has seen an increase of up to 17% on passengers to Ireland, consisting of high spending Emiratis.

Mr Mockler continued:

“Fáilte Ireland is delighted to be given an opportunity to promote and highlight what our various tourism brands have to offer. We know that Ireland will impress these buyers and will result in greater tourism business in the year ahead. We know that the luxury market has great potential for Ireland. We fully expect these UAE/Turkish Airlines tour operators will be suitably impressed by what they see here and will programme Ireland to their clients.”

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