Tourism Ireland Divisions
Three operational divisions in Tourism Ireland carry out its marketing work.
Brand Development and Markets Division
The Brand Development and Markets Division develops and implements overseas marketing plans in Great Britain, North America, Mainland Europe and in New and Developing Markets across the world. Tourism Ireland teams in 12 market offices and representatives in a further 10 market areas carry out comprehensive programmes of activity designed to continue to grow overseas tourism to the island of Ireland.
The Division’s activities also include Marketing Communications, which manages the development, implementation and evaluation of the island of Ireland Tourism Brand; and develops world-class communications campaigns to promote the island as a compelling tourist destination in markets overseas; along with Overseas Publicity, which operates extensive in-market publicity programmes, a key tool being media visits to the island of Ireland.
Central Marketing Division
The Central Marketing Division includes Strategy Development and Insights, which helps shape Tourism Ireland’s strategic direction and carries out research and analysis on market trends and consumer behaviour in markets across the world; Consumer Response and Technology, which manages a range of consumer services including the contact centre where consumer enquiries are handled, print, publishing and ICT; eMarketing, which works with both Tourism Ireland market teams overseas, and with industry suppliers, to harness the growing influence of the internet for researching and booking holidays on the island of Ireland.
Corporate Services and Policy Division
This division supports the activity of Tourism Ireland’s marketing teams at home and across the world. Areas of responsibility include the Board Secretariat, Access Development and Northern Ireland, Regional Marketing, Corporate and Industry Communications, Finance and Human Resources.
