Published on : Wednesday, April 2, 2014
A Strategy for Growth’, sets out challenging and ambitious targets which will see the number of German and French visitors to the island of Ireland grow to 1.1 million by 2016, delivering revenue of €602 million for the economies north and south.
2013 was a record year for visitor numbers to Ireland from Germany and France – our third- and fourth-largest tourist-generating markets. The new strategy – developed in close co-operation with Fáilte Ireland, the Northern Ireland Tourist Board, the Irish Tourism Industry Confederation (ITIC), as well as commercial industry and travel trade partners, at home and overseas – will build on this success and drive accelerated growth from both markets over the coming three years.
Niall Gibbons, CEO of Tourism Ireland, said: “2013 was a record year for visitor numbers from Germany and France. However, we can’t take this performance for granted; we need to adapt and respond to new opportunities to ensure that success continues. I am confident that this new, focused strategy – developed in conjunction with Fáilte Ireland, the Northern Ireland Tourist Board, the Irish Tourism Industry Confederation and our other key tourism partners at home and overseas – will deliver on the targets we have set for growth in German and French visitors, between now and 2016.”
The new strategy has identified the various challenges and opportunities that face the island of Ireland for the coming three years. Some of the actions identified in the review
which will help to deliver the ambitious growth targets include:
Targeting our ‘Best Prospects’
Tourism Ireland will target three key audiences in Germany and France, which represent the highest potential for Ireland. These are: ‘Culturally Curious’ (holidaymakers who want to broaden their minds and expand their experiences through landscape, history and culture); ‘Great Escapers’ (an audience whose principal motivation is to enjoy the beauty of breathtaking landscapes); and ‘Social Energisers’ (a younger audience seeking to enjoy a fun time with friends in places that are new, unique and vibrant).
Leveraging Strong Tourism Image (or ‘Brand’) of Ireland
Interest in visiting the island of Ireland remains high in both Germany and France. Nonetheless, ensuring our ‘brand’ continues to stand out amongst the hundreds of holiday choices on offer for German and French travellers will be critical to meeting Tourism Ireland’s targets. The organisation intends to highlight unique and distinctive holiday experiences that resonate with potential French and German visitors, encouraging them to visit now.
Strengthening Engagement with Potential Holidaymakers
Capturing the attention of prospective French and German holidaymakers is essential in order to ensure ‘stand-out’. Tourism Ireland will connect with, and deepen, its engagement with those potential visitors, ensuring its messages stand out more than ever – to influence them to choose Ireland as their holiday destination. Communications will be designed to reach and resonate with our target audience; will be targeted more closely to their particular needs and interests.
Close co-operation with Fáilte Ireland, the Northern Ireland Tourist Board and with the commercial tourism sector will ensure the success of ‘Germany and France – A Strategy for Growth’ and realise the growth potential of both markets. By better understanding the needs and motivations of the three priority segments, tourism partners will be confident in the development of new itineraries, new experiences and new product offerings. This steady stream of innovation will enable the island of Ireland to truly stand out from competitor destinations.
Source:- Tourism Ireland