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28 Oct 2013

Tourism Ireland is tops for digital marketing, according to new report

A new report has placed Tourism Ireland at the top of a European league table for national tourism organisations and their use of digital marketing.

The Digital Tourism Brand Index is a benchmark report which measures 45 national tourism organisations in Europe and evaluates their use of digital marketing to promote their destinations. The Index ranks Tourism Ireland in the number one spot for its use of Facebook (the organisation has more than 1.7 million fans worldwide), the most popular and influential consumer-facing social media platform used by national tourism organisations.

Tourism Ireland also ranks in the number one spot for its use of YouTube; with more than 8.3 million video views, Tourism Ireland’s YouTube channel is the most watched of all the destinations surveyed. The report commented positively on the channel’s use of humour – the Redhead convention organised as part of The Gathering Ireland 2013 was one example cited – as well as the overall quality and quantity of the videos produced. Tourism Ireland was also ranked number three* for Twitter (with almost 100,000 followers). 

Commenting on the report, Niall Gibbons, CEO of Tourism Ireland said: “Tourism Ireland’s job is to inspire people from around the world to come and visit the island of Ireland and our online presence and social media activity are critical in our communication with potential holidaymakers everywhere. The findings of this Index are very encouraging, as we have worked hard to improve our performance in this area. In the travel and tourism sector, there is no shortage of good content – the challenge can be to select the best content and present it in the right way for our target audience. In building and creating our new website,, and its associated social media platforms – including Facebook, Twitter and YouTube – we have dramatically changed our approach to content marketing, allowing us to deliver more powerful and effective campaigns than ever before. We know that great engagement with consumers, through digital marketing, delivers a strong commercial return for businesses – our challenge now is to keep pushing the boundaries and deliver even greater success in this area.”

The 2013 Digital Tourism Brand Index is based on research conducted over a three-month period in early 2013 and measures 45 European national tourism organisations. The Index looks at every aspect of the organisation’s digital performance, from its overall strategy to the depth and extensiveness of content produced and distributed. 

The Index examined and evaluated the 45 tourism organisations surveyed under key areas including content, engagement, social media and mobile devices. Organisations were commended for producing inspiring and practical content, as well as engaging via promotional campaigns and user-generated content. 

Earlier this year, Tourism Ireland launched, its new international website for tourism to the island of Ireland. The site – rolling out in 30 markets around the world and in 11 different languages – represents a complete redevelopment of Tourism Ireland’s online presence. It provides a one-stop shop for comprehensive information on all that the island of Ireland has to offer potential holidaymakers around the world. 

Social media is a hugely important element of Tourism Ireland’s global promotional programme; and the organisation has more than 1.7 million fans worldwide on Facebook.  

* Tourism Ireland is now number two in Europe on Twitter (behind VisitBritain) when more recent activity, since the report was compiled, is included.

Notes To Editors