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06 Aug 2014

Ireland gets the ‘Oz’ factor

Influential Australian travel agents pay a visit to Ireland

A group of nine top Australian travel agents is visiting Ireland this week – as guests of Tourism Ireland and Travellers Choice, a leading travel company which represents independent travel agents across Australia. The group includes the CEO of Travellers Choice.

The travel agents’ itinerary – designed by Fáilte Ireland – will see them enjoy an afternoon at the Dublin Horse Show and take in attractions like the Book of Kells and the Guinness Storehouse. They will also have the opportunity to visit Donegal, including the spectacular Sliabh League Cliffs, Sligo, Westport, Connemara and Galway.

Given that travel agents and tour operators continue to be an important booking channel for Australian holidaymakers, a key element of Tourism Ireland’s strategy is to work with the travel trade – both online and offline – in Australia, highlighting the island of Ireland as a ‘must-visit’ destination to those influential travel professionals. Diane Butler, Tourism Ireland’s manager for Australia and New Zealand, said: “We are delighted to welcome this group of influential Australian travel agents to Ireland. Visits such as this are extremely important as they help the travel agents to learn what Ireland has to offer Australian holidaymakers; our aim is that when they return home they are better equipped to recommend the island of Ireland when their clients are planning and booking their holidays.

“The most recent figures from the CSO show strong growth of +8% in visitor numbers from Australia and New Zealand for the first six months of 2014. We are determined to ensure that growth continues. Tourism Ireland is undertaking an extensive programme of promotions in Australia throughout 2014, which includes a major focus on the Wild Atlantic Way.”

Tourism Ireland undertakes an extensive programme of familiarisation or fact-finding visits for tour operators and travel agents from around the world each year, so that they can experience the superb tourism product here for themselves at first-hand and sell the destination to their customers with more enthusiasm and authority when they return home.  


Notes To Editors

  • Tourism Ireland is the organisation responsible for promoting the island of Ireland overseas as a leading holiday destination.
  • Tourism is the island of Ireland’s largest indigenous industry; responsible for in excess of 4% of GNP in the Republic of Ireland and employing approximately 200,000 people.
  • In 2013, we welcomed an estimated 8 million overseas visitors to the island of Ireland, delivering revenue of almost €4 billion. Overseas tourism business accounts for 59% of all tourism revenue.
  • Tourism Ireland’s international website is, available in ten different language versions for over 30 individual markets around the world.

Previous Press Release

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