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13 Feb 2015

New York launch of Tourism Ireland’s marketing plans 2015

Building on success: Tourism Ireland aims for +6% growth in American visitors this year

Tourism Ireland launched details of its marketing plans to promote the island of Ireland in the United States in 2015. The event – which took place this week in New York – was attended by 100 leading travel trade and media, as well as key airline contacts, based in New York and the wider Tri-State area.

Tourism Ireland aims to build on the success of 2014, which was the best year ever for tourism from the United States, with visitor numbers increasing by +13% over 2013 – 134,000 additional American visitors during the year. Building on that success and sustaining growth into the future is at the heart of Tourism Ireland’s plans. The organisation will continue to target our ‘best prospect’ American visitors – with distinctive vacation experiences, events and special packages tailored to their interests and designed to encourage more potential holidaymakers to travel now.

Tourism Ireland will get those prospective holidaymakers talking about the island of Ireland among their colleagues and friends and then sharing those conversations online – by harnessing the growing power of social media, as well as through using the most effective digital media, print and broadcast channels, to really motivate them to travel to the island of Ireland this year.

Speaking at the launch, Alison Metcalfe, Tourism Ireland’s head of North America, said: “Our ambition for 2015 is to grow visitor numbers from the US by a further +6% and we look forward to working closely with our valuable industry partners, in both the US and Ireland, to achieve that target. The Wild Atlantic Way and the Causeway Coastal Route continue to provide great opportunities to discover our beautiful coastline and the cities of Dublin and Belfast offer a tremendous ‘vibe of the city’ experience with easy access to outstanding natural scenery on their doorsteps. The outlook for 2015 is very positive, particularly given that the number of airline seats from the United States to Ireland is set to grow by +14% in the peak summer season months, making it that much easier to get to the island of Ireland from 11 gateways across the US.”

Promoting the Wild Atlantic Way and the Causeway Coastal Route will continue to be a major focus of Tourism Ireland’s activity in the United States and elsewhere around the globe in 2015; the organisation will also showcase the new Dublin Discovery Trail. This year marks 150 years since the birth of world-renowned Irish poet and Nobel laureate, WB Yeats; Tourism Ireland will promote Yeats 2015 – particularly to its ‘culturally curious’ audience. Tourism Ireland will also highlight ID2015, a showcase of the best of Irish design, raising the profile of Irish design and designers and showing how they reflect our unique culture, helping to give us ‘stand-out’ on the world stage.

  Alison Metcalfe, Tourism Ireland; Nico Zenner, DH Enterprise & Associates; and Barbara Jones, Consul General of Ireland, at the launch of Tourism Ireland’s marketing plans for 2015 in New York.

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 2014, we 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. In 2014, attracted about 14.25 million visitors.