On a “Mission” to Woo Scandinavian Tourists

09 Oct 2012

Fourteen tourism organisations from across the island of Ireland joined Tourism Ireland for a sales blitz in Scandinavia recently. The three-city tourism trade mission took in the Scandinavian capitals of Copenhagen, Stockholm and Oslo.

Consisting of B2B workshops with influential Scandinavian tour operators and travel agents, the trade mission provided an excellent platform for the participating Irish tourism businesses to showcase their product and to communicate what is unique about the island of Ireland. It was also a fantastic opportunity for Tourism Ireland to highlight ‘The Gathering Ireland 2013’ to the travel agents and tour operators attending the workshops. Over the course of the three-day mission, face-to-face meetings were conducted with about 150 key Scandinavian decision-makers, encouraging them to include the island of Ireland in their future holiday programmes or to extend the Ireland content of their existing programmes.

Caroline Brunel, Tourism Ireland’s manager for the Nordic region, said: “We are delighted these tour operators and travel agents took time out of their busy schedules to join us at our workshops, to hear what the island of Ireland has to offer for their clients. It was also a wonderful opportunity for us to unveil ‘The Gathering Ireland 2013’ and the fantastic programme of events in the pipeline for next year to our top travel trade contacts here in the Nordic region. As well as directly targeting the Diaspora and those with a connection to Ireland, Tourism Ireland is working closely with influential travel agents and tour operators, so that they will encourage their clients to come here next year to enjoy the festivals and events of ‘The Gathering’.

“This type of promotion, where we talk directly to members of the travel trade, provides us with an excellent opportunity to spread the word about the many great things to see and do on holiday in Ireland. Tourism Ireland has a busy promotional programme in place in the Nordic region, highlighting compelling reasons to visit the island of Ireland, great value, as well as ease of access including the new Aer Lingus service between Copenhagen and Dublin.”

Stefan Holmstrom, Aer Lingus; Suzanne Tallon, Brooklodge & Macreddin Village, Co Wicklow; Bettie-Marie Burger-Smit, Brandon House Hotel in New Ross and chair of the South East branch of the Irish Hotels Federation; Oluf La Cour, Unique Tours; John Keogh, Aer Lingus; and Caroline Brunel, Tourism Ireland, in Copenhagen.


Further media information:

Sinéad Grace, Tourism Ireland         
Tel: 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.
• In 2011, approximately 7.3 million overseas visitors came to the island of Ireland (+4% on 2010), delivering revenue of approximately €3.4 billion. Overseas tourism business accounts for 59% of all tourism revenue.
• Tourism Ireland’s international website is www.discoverireland.com; there are 42 different websites, providing information in 14 different languages covering every continent. In 2011, discoverireland.com attracted almost 12 million unique visitors.
• ‘The Gathering Ireland 2013’ will be Ireland’s biggest ever tourism initiative and will consist of a year-long programme of festivals, events and gatherings in every part of the country.
• Tourism Ireland has an extensive programme of promotions under way to highlight ‘The Gathering Ireland 2013’ around the world this autumn, working closely with the ‘Gathering’ project team.


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