Kerry at fore of tourism drive

The Kerryman (South Kerry Edition) - - NEWS -

TOURISM Ire­land has an­nounced it will in­crease its spend­ing by €10 mil­lion in 2019 to €45 mil­lion and will launch its first new global ad­ver­tis­ing cam­paign in seven years to help at­tract more over­seas vis­i­tors to the is­land of Ire­land.

The ad­di­tional fund­ing will al­low Tourism Ire­land to sig­nif­i­cantly strengthen its mar­ket­ing pro­grammes next year. The or­gan­i­sa­tion is tar­get­ing record num­bers again next year and aims to grow over­seas tourism rev­enue in 2019 to €6.5 bil­lion (which would rep­re­sent an in­crease of six per cent) and vis­i­tor num­bers to 11.67 mil­lion (a four per cent hike).

Tourism Ire­land’s new global cam­paign – ‘Fill your Heart with Ire­land’ – will launch next month in the United States, Bri­tain, France and Ger­many. From Jan­uary 2019, it will be rolled out in over 20 mar­kets around the globe.

The cam­paign will in­clude TV, cinema, print, out­door and on­line ads, as well as con­tent for so­cial plat­forms. The cam­paign will fea­ture less-vis­ited at­trac­tions and lo­ca­tions and aims to at­tract in­creased num­bers of vis­i­tors all year round.

De­tails of the new cam­paign were re­vealed at the launch of Tourism Ire­land’s mar­ket­ing strat­egy and plans for 2019, an event at­tended by Tourism Min­is­ter Shane Ross and around 500 tourism in­dus­try lead­ers from around the coun­try – in­clud­ing Kerry Air­port.

Sus­tain­abil­ity is the watch­word for Tourism Ire­land head­ing into 2019 and beyond. The or­gan­i­sa­tion will place a greater fo­cus on driv­ing growth to less vis­ited at­trac­tions and lo­ca­tions, as well as on driv­ing busi­ness in the off-peak and shoul­der sea­sons.

Tourism Ire­land will also re-de­velop its en­tire suite of Ire­ web­sites, which at­tract more than 20 mil­lion vis­its a year, to en­sure its dig­i­tal mar­ket­ing con­tin­ues to be ‘best in class’ in the 2020s. The new tech­nol­ogy will also al­low Tourism Ire­land to re-tar­get vis­i­tors and po­ten­tial vis­i­tors with per­son­alised mes­sages and of­fers de­signed to ap­peal to their spe­cific in­ter­ests.

Photo Shane O’Neill, SON Pho­to­graphic

Conor Hen­ni­gan, Kerry Air­port; and Siob­han Naughton, Tourism Ire­land, at the launch of Tourism Ire­land’s 2019 mar­ket­ing plans in Dublin.

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