Belfast, 12 December 2006. On the back of record visitor numbers to the island of Ireland this year, Tourism Ireland and the Northern Ireland Tourist Board today presented details of overseas marketing plans and growth strategy for 2007.
Speaking at the launch, Paul O"Toole, Tourism Ireland Chief Executive said that: "Tourism Ireland aims to continue to grow tourism to the island of Ireland, and within that, Northern Ireland, at a higher rate of growth than international tourism. 2006 was a good year for overseas business to Northern Ireland and all indicators are that 2007 will be even better. We will be working hard to enable Northern Ireland tourism businesses get their product and message out into the overseas marketplace more easily. There will be a particular emphasis on developing e-marketing opportunities for sales and distribution of the Northern Ireland tourism product in the e-shop window via our consumer website Discoverireland.com. Discoverireland.com attracts over 5 million unique visitors per annum and is available in 14 languages, offering a truly global reach in terms of marketing and we are actively encouraging Northern Ireland tourism enterprises and product providers to make themselves more look-able and book-able to a worldwide audience."
This year also saw a root and branch review by Tourism Ireland of the all important North American market which is showing excellent holidaymaker growth of 20% into Northern Ireland. The review shows that best prospects for growth lie with frequent travellers to Europe, who are better-educated, better-off urban and suburban dwellers interested in the "finer things". Research also identified the latent potential of the Ulster Scots segment.
"2006 has illustrated Northern Ireland"s continuing attractiveness as a holiday destination. It also underlines the effectiveness of our marketing efforts which included the roll out of our new global advertising campaign and consumer website, both of which have picked up awards throughout the year. In Northern Ireland there have been a number of excellent projects proposed by the Northern Ireland Tourist Board. The "Signature Projects" - The Titanic Quarter in Belfast, the Giant"s Causeway Visitor Centre, the Walled City of Derry, the Mournes and St. Patrick"s Country - all of these will serve as iconic hooks with huge appeal for our target market. We hope that these projects will be brought to fruition. They will undoubtedly help to fully realise Northern Ireland"s potential as a world-class holiday destination" he concluded.
Northern Ireland Tourist Board Chief Executive Alan Clarke said; "Twelve months ago, who would have thought that Northern Ireland would be tipped as a "must see destination" by Lonely Planet, or that the Antrim Coast would be ranked alongside the Grand Canyon, Sydney Harbour Bridge and other major tourist spots as the fifth most spectacular view in the world, or indeed, that out of state visitors would contribute £1 million per day to the economy in Northern Ireland".
"In addition to ongoing work on the five Signature Projects, we have significant opportunities over the next twelve months that include the promotion of our houses, castles and gardens, food tourism, the Smithsonian Folklife Festival and business tourism".
"There is a very real sense that Northern Ireland is the place "of the moment" for those looking for something new to discover. Our recent "star perfomers" have been visitors from Europe and North America, with more direct air access assisting growth, and the majority of these visitors are motivated by our Signature Projects, stunning scenery and local culture".
"We must be aware, however, of the considerable potential that still exists closer to home in Great Britain and the Republic of Ireland. The Republic of Ireland, particularly, offers untapped lucrative business for Northern Ireland".
"Everyone involved in the tourism industry in Northern Ireland has reason to look forward to the year ahead with renewed optimism".
Stephen Quinn, Permanent Secretary at the Department for Enterprise, Trade & Investment, said: "The future for Northern Ireland tourism has never looked better. It is increasingly being recognised by highly influential tourist publications - the most recent being "The Lonely Planet Guide", which rates Northern Ireland as a "must see" destination for 2007. Belfast was also ranked in the Guide"s list of the top 10 cities which tourists should visit. This is great recognition and we must build on it."
"I am confident that the Marketing Plans launched today will ensure that the positive trend already evident in our tourism sector will continue."
Mr Quinn continued: "As well as focusing on our key markets of Great Britain and North America, we must redouble our efforts to increase the number of visitors from mainland Europe. We will continue to support the Northern Ireland Tourist Board in its work to create a world class tourism product. We will also continue to support Tourism Ireland in its efforts to raise Northern Ireland"s profile in countries such as France, Germany, the Nordic region and the new and developing markets in Asia "
-ENDS-
For further information contact:
Elaine Moore (Tourism Ireland) 07766 527719
Conall McDevitt / Sonya Cassidy (Weber Shandwick) 07770 886933, 07770 886949
Orla Farren (NITB) 07920 186845
NOTE TO EDITORS
Northern Ireland 2006 Preliminary Figures
Preliminary results suggest that Northern Ireland welcomed 1.7 million overseas visitors in 2006, an increase of 2%. Overseas revenue grew by 3% with overall spend in Northern Ireland expected to be £0.34 billion. Challenging targets have been set for 2007 to grow revenue by a further 9% to £0.37 billion driven by 1.9 million visitors (+7%).
Performance into Northern Ireland from Mainland Europe and North America is forecast to exceed expectations with a massive 28% growth from Mainland Europe, or 226,000 visitors, and a very welcome 14% growth, year to date, from the lucrative North American market which is expected to have delivered around 165,000 visitors. Bucking the trend of recent years, holidaymaker growth is forecasted to be 10% from all markets, well ahead of targets. The Great Britain market appears to have softened further. There will have been an estimated 1.3 million visitors from GB in 2006.
Ireland Targets
Preliminary results for 2006 suggest that 8.8 million visitors will have visited the island of Ireland this year, an increase of 8.5% on 2005, according to Tourism Ireland.
2007 Targets and Activities
€4.6/£3.1 billion in tourism revenue (+8.5%) driven by 9.3 million visitors (+5.6%)/4.3 million holidaymakers (+6.9%)
Within the overall targets, Tourism Ireland forecasts that Mainland Europe (+252,000) and Great Britain (+151,000) will be the strongest contributors to growth followed by North America (+52,000) and New and Developing Markets (27,000).
To achieve Tourism Ireland"s programme of activities and strategic priorities it expects to receive €67/£46 million in 2007 - the highest ever level of funding for frontline marketing from Governments both North and South. Activities include:
Compelling Advertising and Marketing Campaigns. Tourism Ireland will promote a compelling and attractive proposition to attract visitors here and in particular, ensure that potential consumers are fully aware of the wealth of holiday choices and activities available on the island of Ireland. Northern Ireland Tourism Ireland will continue to focus on achieving additional growth for Northern Ireland, to help it realise its tourism potential.
Partnership Opportunities with Industry. To ensure the Ireland holiday choices are both visible and purchasable to overseas consumers, we will assist tourism enterprises and providers in getting their product and offers out into the global shop window and in particular the e-shop window via www.discoverireland.com.
Sustaining Direct Access To make the decision to holiday in Ireland even more attractive, Tourism Ireland will continue to work with carriers to encourage additional direct, convenient and competitive access to all parts of the island.
Regional Spread. Tourism Ireland will seek to support effective spatial distribution of overseas visitors and revenue throughout the island.
Strategic Reviews Tourism Ireland has proactively engaged in root and branch reviews of key overseas markets over the past two years. These are the European Review (2004) Project Britain (2005) North America (2006) and New and Developing Markets (2006/07). Implementing the findings of the European and GB reviews has been key to achieving recovery and good growth from these markets. Tourism Ireland has already commenced the action plan arising from the North American review and will launch and implement the NDM strategy in early 2007.