Targeting German Tourists for 2011

20 Jan 2011

Tourism Ireland kicked off its 2011 promotional drive in Germany earlier this week, with a €2.5 million TV campaign which will be seen by in excess of 25 million potential German holidaymakers.  The ads will air on prime time TV across seven top German stations, including around St Patrick’s Day.

Tourism Ireland is optimistic that the German market will return to growth this year.  Consumer confidence there is at a 20-year high, with the German economy recording growth of +3.6% in 2010.  Germany is the largest outbound travel market in the world, with Germans taking more holidays than any other nationality.  It is the third-largest source of visitors for the island of Ireland, delivering about 380,000 visitors in 2010 and over €160 million in revenue for the economies North and South. 

Tourism Ireland’s 2011 promotional drive in Germany is kicking off now to ensure that Ireland is ‘front of mind’ during the important decision-making and holiday booking period for Germans.  Commenting on the campaign and the potential of the German market for Ireland, Niall Gibbons, Chief Executive of Tourism Ireland, said: “Unlike most other nationalities, two-thirds of Germans decide their destination six months in advance of their holiday, so it is essential that Ireland is highly visible across a range of media, including TV, radio, online and in social media, during that important decision-making period. 

“The island of Ireland holds strong appeal for Germans, ranking at number five on Germans’ ‘wish-list’ of places to visit in 2011, and we believe there is plenty of untapped potential in the market.  We need to show them ‘stand-out’ things to see and do when they come here.  Our campaign will drive home messages of friendliness, humour, inspirational landscapes and music.

“Recent announcements about the introduction of new air services, and increased capacity on some existing routes, are a welcome endorsement of the market’s potential.  Aer Lingus is introducing a new Stuttgart to Dublin service from the end of March and is increasing the number of seats available from Hamburg this year.  Lufthansa will introduce a new Munich to Dublin service this summer.  That is very welcome news,” said Gibbons.

The new Tourism Ireland campaign will also incorporate a €1 million radio and online advertising drive, which will run between February and June. 

Tourism Ireland promotional activity in Germany during 2011 will include:
• Publicity Spotlight: Tourism Ireland will generate positive word-of-mouth and shine a spotlight on holidays in Ireland through publicity, in particular targeting journalists in the key cities of Munich, Stuttgart, Hamburg and Berlin.  Two hundred influential German media contacts – including print, broadcast and online journalists – will be invited to come and visit Ireland in 2011.
• Social Media - ‘MISSION IRELAND’: Tourism Ireland will utilise social media to communicate inviting messages, to demonstrate the friendliness and fun for which Ireland is renowned and to encourage those who have visited to share their stories.  Tourism Ireland will invite a popular German blogger to visit Ireland during 2011, to undertake ‘Mission Ireland’ by completing a series of fun tasks and activities which will be decided upon by Tourism Ireland’s Facebook fans.
• Golf promotions: Promotion of our world-class golf courses will be stepped up during 2011, to capitalise on the Solheim Cup which takes place at Killeen Castle in Co Meath, in September.  Tourism Ireland will use this prestigious sporting event as a ‘hook’ to put Ireland in the spotlight in Germany as a top golf destination.
• Travel fairs: Tourism enterprises from around the island of Ireland will join forces with Tourism Ireland at some of the large travel shows in Germany, including at ITB (International Tourism Exchange) in Berlin, the largest tourism fair in the world, and at CMT (Caravans Motor & Tourism Fair) in Stuttgart –bringing the Ireland message to hundreds of thousands of potential German holidaymakers, as well as leading travel media, tour operators and travel agents.
• Co-operative promotions: Tourism Ireland will undertake extensive campaigns in conjunction with airlines like Aer Lingus, Ryanair, German Wings and Lufthansa, and with Irish Ferries, to demonstrate how easy it is to get to Ireland from Germany.  


Further information:
Sinéad Grace, Media & PR Manager, Tourism Ireland
Tel:  01-476 3493/ 087-685 9027

Note 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 6.6 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 20 different languages covering every continent.  In 2010 attracted almost 12 million unique visitors.



Who's Who

Search for Tourism Ireland Contacts