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19 Aug 2013

New promotion targets holidaymakers from the Middle East for Northern Ireland

Tourism Ireland unveils Middle Eastern version of Ireland.com

Tourism Ireland is targeting tourists from the Middle East for Northern Ireland in its latest promotion. The organisation is ramping up its online presence in the GCC (Gulf Co-operation Council) countries, unveiling a new and improved website – the Middle Eastern version of Ireland.com.

Earlier this year, Tourism Ireland launched Ireland.com, its new international website. Since then, the site has been rolling out in markets around the world. The latest version – http://www.ireland.com/en-ar – is tailored specifically for a Middle Eastern audience and has been very much designed with their interests in mind – providing comprehensive, up-to-the-minute information on all that Northern Ireland and the island of Ireland have to offer for Middle Eastern travellers, with specific culturally-curated content.

As part of its latest campaign in the Gulf States, Tourism Ireland is targeting holidaymakers there with a highly visible ‘Jump into Northern Ireland’ competition on the home page of its website – offering a prize of a ‘trip-of-a-lifetime’ which will take in Titanic Belfast, the Giant’s Causeway, Derry~Londonderry UK City of Culture and the spectacular scenic route of the Causeway Coast along the way. The organisation is also encouraging entrants who aren’t successful in the competition to still make the journey to Northern Ireland themselves – but they will need to rely on car hire instead! The Northern Ireland promotion is also being highlighted through social media activity – targeting almost 10,000 fans through the local Tourism Ireland GCC Facebook page and 12,500 followers on Twitter.

In 2012, approximately 37,000 people from the Middle East visited the island of Ireland. Tourism Ireland is hoping to capitalise on the growing interest in Northern Ireland, and the island of Ireland, among holidaymakers in the Gulf States – and attract new visitors from this emerging tourism market. Amanda Burns, Tourism Ireland's manager Asia, said: "Tourism Ireland is ramping up its online promotional activity in the Gulf States, in line with the increased interest we are seeing in travel to Northern Ireland and the island of Ireland, as visitor numbers continue to grow steadily each year from the GCC countries. While we are working hard to promote Northern Ireland and the island of Ireland in the traditional tourism markets like Great Britain and the United States, Tourism Ireland is also very active right now in markets like the Middle East, showcasing Northern Ireland and the island of Ireland as a premier holiday destination.”