Tourism Ireland has three operational divisions:
The Markets Division develops and implements overseas marketing campaigns in Great Britain, North America, Mainland Europe and in Australia and Developing Markets. Tourism Ireland's teams in 12 market offices, and representatives in a further nine market areas, carry out comprehensive programmes of activity designed to inspire and motivate overseas consumers to choose the island of Ireland for leisure or business tourism. The division also works to achieve additional growth for Northern Ireland and to assist it in realising its tourism potential. The division also includes the Business Partnerships team which is responsible for managing Tourism Ireland’s interaction and co-operative investment with industry partners.
Central Marketing Division
The Central Marketing Division consists of the following departments: Strategy Development & Insights helps shape Tourism Ireland’s strategic direction and carries out research and analysis on market trends and consumer behaviours in markets across the world; Customer Engagement and eMarketing works with both Tourism Ireland market teams overseas and with industry suppliers to engage directly with consumers who wish to know more about the island of Ireland as a holiday destination; Marketing Communications manages the development, implementation and evaluation of the island of Ireland tourism brand marketing programme, including Tourism Ireland’s global advertising campaigns and overseas publicity programme; and the Content Department manages the generation and sourcing of features, articles and other content to inspire and motivate potential visitors overseas to choose the island of Ireland for holidays.
Corporate Services Division
The Corporate Services Division supports the implementation of Tourism Ireland's corporate and operating plans across the organisation through its Corporate and Industry Communications, Finance, Human Resources, Product Strategy/Development and Information Communications Technology (ICT) departments.