Social Media Success for Tourism Ireland

02 Jun 2011

Tourism Ireland took the top eMarketing award at the recent Marketing Institute of Ireland’s All Ireland Marketing (AIM) awards, primarily for the organisation’s social media success during 2010, beating off strong competition in the same category from the likes of Toyota and Ulster Bank.


Accepting the award, Brian Harte, Tourism Ireland’s Head of eMarketing, said: “To be short-listed and indeed to win this award is fantastic and a reflection of the huge strides we have made over the last year in eMarketing and, in particular, social media.  Tourism Ireland has always strived to be at the cutting edge of eMarketing and we have worked hard to strengthen our social media presence.  We are constantly looking at innovative and engaging ways of reaching potential holidaymakers, to help the island of Ireland to stand out from other destinations in a very crowded marketplace. 

“In recent times, the web has grown to almost dominate the world of travel and tourism.  From accommodation reviews to social networks, the read/write web has fundamentally changed how people make their holiday decisions.  Given the huge part that the internet now plays in peoples’ research, planning and choice of holiday destination, it is essential that our eMarketing is as good as, or better than, that of our competitors.”

As part of its overall marketing strategy, Tourism Ireland is actively using social media to inspire potential holidaymakers to come and visit the island of Ireland.  The organisation has grown its fanbase on Facebook from a couple of thousand at the beginning of 2010 to over 416,000 today; the organisation now has fans in 16 markets around the globe – including Great Britain, the US, Germany,France, Spain, Italy, Sweden, Canada, Australia, the Netherlands, India, Japan, New Zealand and the Gulf Countries.  Tourism Ireland also has twelve Twitter accounts, with almost 24,000 followers at the last count. 

The All Ireland Marketing awards are organised by the Marketing Institute of Ireland; they recognise marketing excellence and the success of Irish companies and marketing professionals ( 

                                                                                                            Pictured with Rhona Bradshaw, UPC (sponsor of the eMarketing award) are Brian Harte and Sarah Fitzpatrick, Tourism Ireland. 

Further media information:
Sinéad Grace, Tourism Ireland  t:  087 685 9027

Notes to Editors:
• Tourism Ireland is the organisation responsible for promoting the island of Ireland overseas as a leading holiday destination.
• Tourism is the island of Ireland’s largest indigenous industry; responsible for in excess of 4% of GNP in the Republic of Ireland and employing approximately 200,000 people.
• Approximately 6.7 million overseas visitors came to the island of Ireland in 2010, delivering revenue of approximately €3 billion.  Overseas tourism business accounts for 59% of all tourism revenue.
• Tourism Ireland’s international website is; there are 42 different websites, providing information in 14 different languages covering every continent.  In 2010 attracted almost 12 million unique visitors.


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