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21 Nov 2013

Tourism enterprises attend innovative workshop

“Have you a story to tell live?” workshop – maximising international publicity and social media to grow tourist numbers in 2014

Fifty tourism enterprises from around the island of Ireland came together at Croke Park in Dublin recently, for an innovative workshop organised by Tourism Ireland. The event – titled “Have you a story to tell live?” – explored how tourism businesses around the country could generate more international publicity and social media exposure for themselves, and for Ireland, and ultimately increase overseas tourism business in 2014 and beyond. 

Publicity is an extremely powerful and effective way of promoting Ireland and reaching potential holidaymakers around the world, so Tourism Ireland aims to generate as much positive coverage as possible for Ireland, by maintaining regular contact with more than 20,000 influential media contacts around the globe. Already in the first nine months of this year, Tourism Ireland has generated over 6,000 good news stories about Ireland in the international media, worth an estimated €244 million (if the organisation were to buy the equivalent media space or airtime). 

Irish tourism enterprises and the experiences they offer are at the core of Tourism Ireland’s message. Siobhán McManamy, Tourism Ireland’s head of co-operative marketing, said: “Tourism Ireland aims to keep the island of Ireland in the news around the world, through a constant, steady flow of good news stories about Ireland. ‘New news’ provided by partners around the country is the backbone of our publicity efforts overseas. It’s really important that those partners keep us informed and updated on new and interesting stories from their areas. Our workshop in Croke Park was designed to help our partners become more involved in our PR opportunities overseas – which include press events, e-newsletters, media visits, our online media centre, Facebook and Twitter – so they get to tell their unique stories to as many people as possible worldwide.” 

A busy media visits programme – run in close co-operation with Fáilte Ireland and the Northern Ireland Tourist Board – has seen more than 1,200 influential journalists visit Ireland this year, to experience the wealth of things to see and do here for themselves. Tourism Ireland is also in contact with more than 20,000 international journalists on a regular basis – through the distribution of press releases, media events, and so on – to keep Ireland in the news. As a result of this busy publicity and PR programmes, a number of big international media players have featured Ireland this year, including the Huffington Post, National Geographic, The Sunday Times, ITV, the Boston Globe, Der Spiegel, Le Parisien and many more.