DESTINATION GOLF 2023
Tourism Ireland Launches 2023 Marketing Plans
Tourism Ireland launched details of its marketing strategy and plans to promote the island of Ireland overseas in 2023 , at an event attended by Tourism Minister Catherine Martin and around 500 tourism industry leaders from around the country .
Tourism Ireland aims to rebuild revenue from overseas holidaymakers to pre-pandemic levels – by attracting ‘ value-adding tourists ’ ( visitors who stay longer , spend more in the regions and in Northern Ireland , arrive during the shoulder season and consider their impact on the environment ) and by focusing on markets that deliver the greatest revenue . This will be achieved through a wide range of promotional activities , including major marketing campaigns , publicity and programming , social media and digital marketing , as well as working with the tourism industry at home and the travel trade overseas to facilitate sales .
Jackson and Jamie-Lee O ’ Donnell , from Derry Girls . The campaign is all about dialling up what differentiates the island of Ireland from other destinations – communicated through various celebrities , who share what fills their hearts with Ireland .
The new campaign will go live from St Patrick ’ s Day in our top four tourism markets – Great Britain , the United States , Germany and France – and will then be rolled out in nine other important tourism markets around the world .
Niall Gibbons , Chief Executive of Tourism Ireland , said : “ As we emerge from Covid , our priority for the year ahead is to drive the return of revenue from overseas holidaymakers to pre-pandemic levels and to ensure that overseas tourism contributes to economic sustainability . In 2023 , we will roll out an extensive and targeted programme of promotional activity around the globe . We are excited to unveil our new ‘ Fill your heart with Ireland ’ global campaign , which will highlight our rich and authentic experiences , breathtaking landscapes and , in particular , our warm welcome .”
This year , Tourism Ireland will roll out an extensive and targeted programme of activity with a marketing budget of € 78 million .
Sustainability will be at the heart of Tourism Ireland ’ s work over the coming years . As well as focusing on the economic sustainability of the tourism industry ( the contribution overseas tourism makes to economic prosperity and , in particular , to jobs and livelihoods ), Tourism Ireland ’ s strategy also has social sustainability ( the benefit that communities across the island experience from overseas tourism ) and environmental sustainability at its core .
Speaking at the launch , Tourism Minister Catherine Martin said : “ I want to commend Tourism Ireland for the comprehensive marketing strategy they have put in place for 2023 . In particular , I welcome the focus on embedding sustainability across all its activities , the increased consideration of the environmental impacts of tourism and the focus on increasing representation of holidaymaker diversity . International travel to Ireland rebounded strongly in 2022 , but the sector continues to face significant challenges , therefore it is vital that we continue to invest in overseas marketing and the additional funding of € 15 million that I secured in Budget 2023 will enable Tourism Ireland to significantly ramp up its promotion of Ireland as world-class tourism experience in key markets . I also want to take this opportunity to acknowledge Niall Gibbons ’ contribution to Tourism Ireland . Niall , who will step down as CEO in April , played a key role in the development of the organisation through its formative years and has overseen its emergence as a world leader in tourism marketing . The record levels of growth in tourist numbers , and associated revenues over the past decade , is testament to his hard work and leadership . I wish to thank him for over 20 years of outstanding service to Irish tourism and I wish him every success in the future .”
NEW GLOBAL CAMPAIGN
Tourism Ireland ’ s new global campaign – ‘ Fill your heart with Ireland ’ – was unveiled at today ’ s launch . The new ads feature actresses Sharon Horgan , from Bad Sisters , and Saoirse-Monica
Niall Gibbons , Chief Executive of Tourism Ireland ; Tourism Minister Catherine Martin ; and Christopher Brooke , Chairman of Tourism Ireland , at the launch of Tourism Ireland ’ s 2023 marketing plans in Dublin .
“ We are very aware that there is much uncertainty in the shortterm – with ever-changing and significant risks right now , including the war in Ukraine and its implications on the cost of doing business . However , there is optimism for the long-term health of overseas tourism . Our job is to ensure that interest in Ireland , and the recovery in demand for holidays here , continues and that our industry returns to profitability .”
“ Above all , the need for Tourism Ireland to adopt a flexible and agile approach , taken over recent years , will continue in 2023 and beyond .”
In 2022 , Tourism Ireland ’ s focus was to RESTART overseas tourism to the island of Ireland . As the year unfolded , international travel rebounded more quickly than anticipated , with 2022 finishing at around 75 % of 2019 business . Factors like pent-up demand for travel , deferred bookings and accumulated savings led to a surge in travel to Ireland . Air and sea capacity also returned at a faster rate than expected . The priority for this year will be to REBUILD tourism to the island of Ireland .
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