Island of Ireland is ‘Wunderbar’ in Berlin

12 Mar 2013

Twenty-two tourism enterprises from across the island of Ireland joined Tourism Ireland for this year’s ITB travel show in Berlin, the largest travel fair in the world, in a bid to grow Ireland’s share of the German tourism market – the world’s second largest outbound travel market.

Now in its 47th year, ITB (Internationale Tourismus-Börse) Berlin attracts about 170,000 visitors each year – of whom 113,000 are trade visitors – and 11,000 exhibitors from 180 countries across the world. Attendees at the show included leading travel writers, tour operators and travel agents, not just from Germany but from all over the world, as well as many thousands of German holidaymakers looking for ideas and suggestions for their next short break or holiday destination.

The five-day event provided a valuable opportunity for the participating Irish tourism companies to network, negotiate and exchange vital contracts with influential German tour operators and travel agents. The Gathering Ireland, Derry~Londonderry UK City of Culture and the many festivals and events taking place here this year, were a major focus on the Tourism Ireland stand at this year’s ITB.

With about 180 countries all competing for business at ITB, Tourism Ireland’s aim was to stand out from the crowd and capture the attention of the influential global media and travel trade in attendance. Zoë Redmond, Tourism Ireland’s manager for Central Europe, said: “Germany is the second-largest outbound travel market in the world, with over 70 million trips abroad taken each year. Tourism Ireland has a very busy programme of promotional activity under way in Germany for 2013, highlighting all the exciting things happening this year, including The Gathering Ireland. We are working closely with our tourism partners to highlight the distinctiveness of a holiday on the island of Ireland, the great value available and the variety of things to do and see. Our message for German holidaymakers is that there has never been a better time to visit.”

Over 11 million potential German holidaymakers are seeing Tourism Ireland’s €2 million spring TV campaign, which is airing across the country right now on primetime slots on top German stations, to coincide with the important holiday decision-making period in Germany. The campaign also incorporates online advertising – with video footage and ads running on a mix of travel and news websites like Lonely Planet.

Irish Tourism Minister Leo Varadkar (second left) and Northern Ireland Tourism Minister Arlene Foster (centre) with Brian Ambrose, Chairman of Tourism Ireland; Niall Gibbons, CEO of Tourism Ireland; and Howard Hastings, Chairman of NITB, at ITB in Berlin. 


Further media information:
Jasmine O’Brien, Tourism Ireland         
Tel: 01-476 3425

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 2012, an estimated 7.27 million overseas visitors came to the island of Ireland, delivering revenue of approximately €3.51 billion. Overseas tourism business accounts for 59% of all tourism revenue.
• Tourism Ireland’s international website is, currently rolling out in 11 different language versions for over 30 individual markets around the world.
• The Gathering Ireland 2013 is Ireland’s biggest ever tourism initiative, consisting 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, working closely with the ‘Gathering’ project team.


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