Festival Focus for Tourism Ireland Autumn Campaign

24 Sep 2012

Tourism Ireland has launched a €19 million promotional campaign, aimed at boosting late-season travel to Ireland from around the globe this autumn and teeing up ‘The Gathering Ireland 2013’. The period September to December traditionally yields as much as 30% of overseas tourism business.

The campaign will highlight the many festivals and events taking place right around the island this autumn – from the Dublin Festival Season (which includes the Absolut Fringe Festival, Arthur’s Day and the Dublin Theatre Festival), to the Belfast Festival at Queens (which this year celebrates the important milestone of its 50th anniversary), Wexford Festival Opera, Westport Food Festival, Cork Jazz Festival and the Galway International Oyster and Seafood Festival.

The campaign – which is being rolled out in Great Britain, the United States, Mainland Europe, Australia and emerging markets – will incorporate a major focus on city breaks as well as on attracting visitors to more rural parts of Ireland over the coming months. Highlights of the activity include co-operative promotions with Aer Lingus, Ryanair and Aer Arann; TV, radio, print and online advertising; as well as extensive PR and social media activity.

From October onwards, Tourism Ireland’s promotions will look to next year and the exciting programme of events in the pipeline for ‘The Gathering Ireland 2013’. The organisation will extend an invitation to the tens of millions of people of Irish descent across the world to ‘come home’ to Ireland next year – as well as to the many others who feel linked by friendship, business or education and to those who simply hold an affection for what Ireland has given to the world. Tourism Ministers Leo Varadkar and Michael Ring will be working with Tourism Ireland over the coming months to promote ‘The Gathering’ through roadshows in Great Britain, the US, Canada, Australia and elsewhere.

In Great Britain alone, our largest and most important tourism market, Tourism Ireland’s promotions will reach in excess of 19 million potential holidaymakers this autumn, placing the spotlight on our festivals, music, literature and living culture and conveying the fun, friendliness and great things to do and see on a holiday or short break here.

Minister for Transport, Tourism & Sport Leo Varadkar said: “With ‘The Gathering Ireland 2013’ just a few months away this campaign will be significant in attracting tourists for next year. There’s also loads for visitors to see and do in the months ahead, and the autumn marketing campaign will do a great job in promoting late-season travel to Ireland. There’s still plenty of business to fight for at this time of year.”

Tourism Ireland CEO Niall Gibbons said: “Our autumn campaign aims to take advantage of late booking trends in our target markets, as there is still everything to play for. Many people are opting for shorter holiday breaks and autumn is a good opportunity with many world-class festivals and events happening around the island. In association with our tourism partners, we have enticing autumn/winter packages to offer, developed around festivals and themes such as food, music, literature and the arts.

“Tourism Ireland will also roll out a major programme of promotions to highlight ‘The Gathering Ireland 2013’ this autumn. We are extending an invitation to the tens of millions of people across the world who have ancestral links with Ireland to ‘come home’ next year. We are also calling on expatriates and those with an affinity for Ireland to get involved and organise their own ‘Gathering’ events in Ireland next year.”

Niall Gibbons, CEO Tourism Ireland; Minister for Transport, Tourism and Sport Leo Varadkar T.D.; and Aoife Carton, usher at Dublin’s Olympia Theatre, at the launch of Tourism Ireland’s autumn campaign.


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


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