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Welcome to the first ever edition of our New & Developing Markets Trade E-zine! We hope to give you a brief overview of what Tourism Ireland have identified from a marketing prospective as New & Developing Markets to Ireland and will shed light on current growth trends, access developments and areas of opportunity for Irish trade. There will also be a chance for you to enter into a competition and win yourself a couple of bottles of vino from some of the world’s finest wine regions.

Enjoy this newsletter and we encourage you to contact us with your feedback. If there are any areas you would like to see covered in future editions, please do let us know and feel free to submit any information you may have discovered through your own experience in these markets.

Happy Reading!

T: +44 20 7518 0817






Britain, Europe and North America currently provide over 90% of all tourists to the island of Ireland. The rest of the world, referred to as the New and Developing Markets (NDM), make up the remainder. Although 10% (300,000) is relatively small in numbers the New and Developing Markets, understandably, show the largest growth potential.

We have an excellent network of representative teams flying the Ireland flag on our behalf overseas. The chart below shows the geographical areas covered by NDM, and the organisational structure:

Click here to enlarge



There are over 5 billion people in these New & Developing Markets, and it clearly makes sense to target these countries that show the most potential. With over 100 million people estimated to travel outbound from Asia by 2020, the potential for growth from this market is extraordinary.

The benefits of visitors from these countries are invaluable to the economy. Not only do visitors tend to stay longer and spend more money, they also have a greater tendency to get out there and really explore the countryside.

Ireland’s strongest competitive position for these holiday makers is the friendly and welcoming people and the scenery on the island of Ireland. These visitors are also extremely interested in learning about the history and culture of Ireland. However while there are very positive factors for Ireland, there are also a number of less so, including distance, ease of access, language barriers and cost. The challenge ahead is to find innovative and creative ways to present Ireland to the international travel community.


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Relations between India and Ireland are expected to take a quantum jump forward as a result of a six day visit to India in January by An Taoiseach Bertie Ahern. New frontiers addressed included areas like information technology, pharmaceuticals, bio-tech healthcare and tourism.

Mr Ahern was accompanied on the trip by the Ministers for Enterprise, Education, and Arts, Sport and Tourism, as well as representatives of nearly 100 firms and organisations from both sides of the border.  Abbey Tours and Town & Country Homes attended from the Irish tourism industry along with the Irish Film Board and the Northern Ireland Film and Television Commission.

Tourism Ireland capitalized on the trade mission. Chief Executive Paul O'Toole attended two high-level tourism events in Delhi and Mumbai which were addressed by the Taoiseach and Tourism Minister, John O'Donoghue T.D. to publicise the island of Ireland.


Click here to view the print ad released in India as part of Tourism Ireland’s new global campaign.

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In December 2005, Gulf Air continued the expansion of its international network with the introduction of non-stop flights between Bahrain and Dublin. The Dublin service commenced with three flights per week on Wednesdays, Fridays and Sundays with timings designed for excellent onward connections to the Far East and Australia.

In association with Tourism Ireland’s New & Developing Markets Division, Gulf Air organised a series of events ahead of the Dublin launch. A week long music, dance and culinary shows, followed by a Gulf Air Irish Charity Ball, marked the launch. Gulf Air also flew in four of its SkyChefs to Dublin recently, giving a flavour of its unique on-board dining experience to Irish people.


Gulf Air has returned to South Africa. After an absence of more than eight years, the airline recommenced non-stop flights between the Kingdom of Bahrain and Johannesburg from 2 December 2005. This is the same aircraft used on the Bahrain – Dublin leg, and adds substantially to improving access links to Ireland from South Africa.


New long-haul non-stop service from Dublin to Dubai
Aer Lingus has entered a new phase of its development with the announcement of a new non-stop service from Dublin to Dubai. The service will operate three times a week and is expected to carry 70,000 passengers in the first year. This is the first time Aer Lingus has offered a long-haul destination outside of the USA and is the first step in the expansion of its new long-haul network.

Dubai is recognised as the business centre of the Middle East. In addition it has seen a huge growth in tourism from the Irish market over the last 10 years. Dubai will also provide a unique growth opportunity for Irish tourism from new and existing markets.

Lead in fares ex-Dublin start from €199 one-way including taxes and are on sale at


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oneworldTM has warmly welcomed the announcement by Japan Airlines (JAL) that it is to seek membership of the world's leading quality global airline alliance.


Tourism Ireland Japan is currently creating a website on mobile phones! If you would like to show your products or introduce your services to the Japanese market, submit your PR images or movies (under 300mb) to


Two companies are including Northern Ireland in their programmes for the first time ever from 2006. Hanshin Travel service and Nikko Travel who have worked closely with Tourism Ireland Japan in the past to deliver the ‘safety’ message for Northern Ireland which is very important to Japanese tourists.


Business confidence in Japan now at its highest level for more than a year.





Tourism Ireland undertook a mini Trade Mission to South Africa in February, delivering some in-depth training to tour operators and travel agents in this expanding market. Opportunities were set up to meet representatives from local Irish businesses and associations, senior members from the local travel industry and local travel journalists. These contacts have been extremely supportive of Ireland over the past few years.





Tourism Ireland took part at a trade exhibition in Israel on 7-8 February. The exhibition - IMTM 2006, International Mediterranean Tourism Market, is in its 11th year and is intended for a broad spectrum of tourism sectors. Over 37,000 people visited the exhibition, more than half were professionals from the Tourism Industry.



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Tourism Ireland launched the Craic Pack, 18-81 with Lonely Planet at the Melbourne Backpackers Expo in February.  Key youth and travel industry media attended the event on the eve of the Backpackers Expo.


A Trade Mission will take place to Australia & New Zealand from 13th – 21st November.  A series of Trade, Media and Consumer events will take place in Auckland, Melbourne, Sydney, Brisbane and Perth.  This will provide invaluable opportunity for the trade and regions to meet with the Product Managers first hand and secure inclusion in their brochures.




Every edition of our NDM Trade Ezine, we will be ‘showcasing’ a different market team. First up, it’s the Tourism Ireland team in New Zealand.

Tourism Ireland is represented by Rodney Walshe Ltd who handle just about everything ‘Ireland’ in New Zealand. Sharing the office with the Consulate General of Ireland, Enterprise Ireland and The Ireland Fund, the Tourism Ireland team undertakes lots of trade activity, press liasons, online advertising and marketing campaigns.

In 2004, 23,000 New Zealanders came to the island of Ireland.  15,000 of these were holidaymakers. VFR (visiting friends and relatives) was the second most popular reason for visit and average length of stay for visitors from New Zealand was 9 days.  These holidaymakers generally toured around the whole island of Ireland, spending some time exploring Dublin as a gateway as well as Northern Ireland and the regions. Ireland is an increasingly popular holiday destination for visitors from New Zealand and future growth in visitor numbers is anticipated.



The team consists of (l – r) Mary Spence, Darragh Walshe, Kelly Hickey, Rodney Walshe & Mary Galway.


Commenting on the year ahead, manager Darragh Walshe reports: “The New Zealand office has started off 2006 with a hiss and a roar as the signs already reveal a promising year for visitor numbers to Ireland. Over the next 6 weeks, Tourism Ireland will be represented to over 20,000 New Zealanders as part of consumer show attendance in the main cities of Auckland, Wellington and Christchurch. This will be linked to the continued growth and development of the local TI database. Also, co-op marketing programmes have been secured with all the major Tour Operators in conjunction with airline deals to ensure that Ireland features top-of-mind via travel industry promotions. This includes e-zine, advertising and fly-drive campaigns”

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Based on recent trade communications, the Product Manager for Travelplan Holidays – one of the biggest UK / Europe producers from New Zealand says that they are “very excited as we have just received our figures for Ireland and for the 11 months Jan-Nov 2005, sales were 56% ahead of the corresponding period in 2004. And predictions are that 2006 is going to be even greater".

Any trade visitors to the ‘City of Sails’ are more than welcome to drop in and visit the team. With a recent change of address, Tourism Ireland Auckland can now be found at:

Level 7, Citibank Centre, 23 Customs St East, PO Box 279, Auckland, New Zealand.

Tel: +64 9 977 22 55 | Fax: +34 9 977 22 56


In conjunction with Failte Ireland, Tourism Ireland will be attending the following shows:

  • 03rd – 07th April 2006: Irish Trade Mission, Japan
  • 02nd – 05th May: Arabian Travel Mart, Dubai

Trade partners are invited to contact Helen O’Halloran in Failte Ireland, or Dawn Hewitt in the Northern Ireland Tourist Board for further information.

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2 bottles of Australian Merlot could be yours if you can
solve the cryptic clues to this crossword….



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2. Country the Taoiseach recently visited
5. Birthplace of CS Lewis
8. The City of Sails
9. Operator of new Bahrain-Dublin Route
10. '- - - - - - - - ' your very own Ireland
12. Native dance in New Zealand
14. Chinese 'Year of the ' - - -'
17. Global Airline Alliance
20. Operator of new Dublin-Dubai route
21. 2005 European City of Culture


1. Director of New & Developing Markets
3. Middle Eastern Hub
4. A large city in Israel
6. Offical language of South Africa
7. Location of Ryder Cup 2006
11. City you would find TI Australia office
13. Driven out of Ireland by St Patrick
15. The '- - - - -' will be 90
16. An Irish Welcome
19. Japanese Rice Wine



15 craftily hidden words lurk below. Find them and you’re a step closer to enjoying the cool, crisp tastes of South Africa’s finest chardonnay. Submit your entry no later than 30th April to be in with your chance to win.

Hidden Words:

New Zealand
South Africa

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