Tourism Minister Brendan Griffin Launches Tourism Ireland’s Autumn Campaign
Tourism Ireland and Minister of State for Tourism and Sport Brendan Griffin TD have launched a multi-media autumn campaign, to boost late-season travel to Ireland from around the world. The September to December period usually yields as much as 30% of our annual overseas tourism business.
Tourism Ireland’s autumn campaign will highlight the many festivals and events taking place around the island of Ireland over the coming months – from the Dublin Theatre Festival to the Bram Stoker Festival and Culture Night, Lisdoonvarna Matchmaking Festival, Galway International Oyster Festival, Belfast International Arts Festival, Savour Kilkenny, Cork Jazz Festival, Wexford Festival Opera and New Year Festival (NYF) Dublin. It will incorporate a major focus on off-peak city breaks, as well as on attracting visitors to more rural areas. As part of the campaign, TV presenter Angela Scanlon will front a new series of online videos – part of a new promotion with The Daily Telegraph in Britain to promote driving holidays here.
Minister Griffin said: “I’m delighted to support the launch of Tourism Ireland’s autumn campaign and wish to compliment the agency on what looks like a very comprehensive campaign. The recent CSO release on tourism and travel shows that spending in Ireland by overseas visitors in the first half of 2018 has increased by over 8% on the same period in 2017. I believe that the autumn marketing campaign will be successful in promoting late-season travel to Ireland and sustain the strong growth in tourism revenue for the remainder of the year.
“The extensive variety of festivals and events being hosted throughout the island of Ireland will attract visitors from our main target markets and continue the momentum that has been created so far this year. Whilst performance has been good, getting visitors to Ireland in the off-season remains a challenge for tourism agencies and the industry.”
Niall Gibbons, CEO of Tourism Ireland, said: “We have seen very strong growth of almost +8% in overseas visitors to Ireland for the first seven months of 2018. Our autumn campaign aims to take advantage of late booking trends around the world, as there is still plenty of business to play for. Many people are opting for shorter holiday breaks and autumn is a good opportunity with many world-class festivals and events happening around the island.”
Niall Gibbons continued: “Tourism Ireland’s publicity drive continues this autumn – targeting print, broadcast and online media around the world, with lots of positive stories about Ireland. We continue to work hard to maximise the success of winter air and sea routes, to grow tourism in the shoulder and off-seasons. We will promote the island of Ireland through our sales missions to the United States, Australia and New Zealand. In addition, Tourism Ireland will bring top overseas travel agents and tour operators to the island of Ireland this autumn, to meet with hundreds of tourism businesses here and negotiate inclusion in their 2019 brochures and programmes.”
Tourism Ireland’s autumn campaign is being rolled out in Britain, North America, Mainland Europe, Australia and emerging tourism markets.