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24 Mar 2014

Putting Ireland on the ‘MAP’ in Paris

Tourism enterprises from around the island of Ireland travelled to Paris last week, to join Tourism Ireland for the annual MAP (le Monde à Paris) holiday fair.

MAP is a major travel show that attracts about 110,000 visitors each year – including influential French tour operators, travel agents and travel writers, as well as many thousands of holidaymakers from around France looking for ideas and suggestions for their next short break or holiday destination. The four-day event provided a valuable opportunity for the participating Irish companies to showcase and sell their product, network with French travel decision-makers and communicate what is unique about the island of Ireland. The Wild Atlantic Way, Causeway Coastal Route, Limerick City of Culture and the Grande Partenza of the Giro d’Italia were some of the major themes highlighted by Tourism Ireland at this year’s MAP.

Finola O’Mahony, Tourism Ireland’s head of Europe, said: “2013 was a record year for French visitors to Ireland and we are undertaking an extensive programme of promotions throughout 2014, to keep the momentum going and build on that growth. Our presence at MAP was an excellent opportunity to spread the word about all the great things to see and do in Ireland and, in particular, to raise awareness about the Wild Atlantic Way and the exciting programme of events taking place throughout 2014, including Limerick City of Culture and the Grande Partenza of the Giro d’Italia. Working with our industry partners, we will continue to highlight the distinctiveness of a holiday on the island of Ireland, the great value available and the ease of access from France. Our message for French holidaymakers is that there has never been a better time to visit.”

Over 19 million potential French holidaymakers will see advertising for Ireland this spring. Tourism Ireland’s TV ads – featuring the Wild Atlantic Way and the Causeway Coastal Route – are airing around prime time programmes on popular channels like FR1, France2 and France3, as well as on a number of satellite channels. Co-operative campaigns with carriers, including Irish Ferries, Brittany Ferries, Aer Lingus, Ryanair and EasyJet, are promoting flights and ferry services to Ireland. And about 13 million French commuters are seeing a major outdoor campaign in Paris metro stations right now, highlighting the island of Ireland and great value offers in conjunction with Go Voyages (a French online travel agent).


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.
  • By the end of 2014, we will have welcomed an estimated 8.6 million overseas visitors to the island of Ireland, delivering revenue of about €4.26 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.