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14 May 2014

Asia focus on the island of Ireland in Kuala Lumpur

Tourism Ireland, together with a delegation of tourism enterprises from the island of Ireland, is taking part in a major travel trade event in Kuala Lumpur, Malaysia, this week, in a bid to boost tourism numbers from the Asia Pacific, Middle East and Africa region (APMEA).

The three-day event – organised by VisitBritain and called Destination Britain APMEA – involves 4,000 pre-scheduled appointments, as well as networking sessions, with over 120 of the top travel agents and tour operators from 18 markets across the APMEA region. It offers a truly excellent opportunity to showcase the island of Ireland to the influential travel professionals in attendance and encourage them to introduce Ireland to their programmes, or to extend the programmes in which Ireland already features.

Tourism Ireland and VisitBritain recently announced a new agreement to boost tourist numbers from long-haul markets such as China and India. Under the agreement, Tourism Ireland and VisitBritain will work more closely together – particularly in long-haul markets outside of Europe and North America – to promote the island of Ireland and Great Britain as destinations to be visited as part of a single holiday.

Tourism Ireland will continue to highlight the Visa Waiver Scheme to the travel professionals attending this week, which enables travellers from 17 countries, including China and India, who enter the UK on a valid visa to also travel to Ireland – without the hassle or cost of applying for a separate visa.

Jim Paul, Tourism Ireland’s head of Australia and developing markets, said: “We are delighted to work with VisitBritain once again this year for Destination Britain APMEA. Promotions like this are an invaluable part of our overall marketing effort to raise awareness of the island of Ireland in emerging tourism markets. The majority of our overseas visitors come from the core markets of Great Britain, North America and Mainland Europe, and while this will continue, we know it is important to expand our focus beyond these markets and look to the long-term opportunities presented by markets like China, India and the Middle East. Visitors from long-haul markets stay twice as long as the average holidaymaker, are more likely to travel throughout the island and make a significant economic contribution to numerous tourism sectors.”


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 approximately €3.64 billion. Overseas tourism business accounts for 59% of all tourism revenue.
  • Tourism Ireland’s international website is, currently rolling out in 11 different language versions for over 30 individual markets around the world.