Tourism Ireland’s Italian seminar outlines strategy for growth
An Italy seminar was organised by Tourism Ireland recently, for the many Irish enterprises interested in growing business from that market. Attendees – who included carriers, visitor attractions, accommodation providers and destination management companies – heard the latest update on the Italian travel market, information about how the travel distribution system works in Italy, as well as lots of practical advice and tips about how to promote effectively and ultimately to grow business from this market.
Tourism Ireland aims to grow the number of Italian visitors to the island of Ireland to 300,000 by 2015 – a +20% increase on 2012 figures. The organisation will target two new holidaymaker segments which offer the greatest potential for future growth.
Niamh Kinsella, Tourism Ireland’s manager in Italy, said: “Italy is an important market for tourism to the island of Ireland, delivering over 250,000 visitors in 2012. Our aim is to capitalise on the already high levels of interest in Ireland among Italians – we’re currently fifth on Italians’ wish-list of top ten places to visit – and convert that interest to actual travel. We will inspire potential visitors, positioning Ireland as a “hot” destination by highlighting vibrant experiences in both urban and rural settings which have the power to resonate most strongly with Italians. And, given that Italians are some of the world’s most food-conscious travellers, we will capitalise on Ireland’s growing reputation for quality, fresh, local cuisine to entice more Italians to visit.”