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16 Feb 2015

Tourism Ireland wins prestigious travel award in the US

Tourism Ireland has taken the top prize for ‘best deals from a destination marketing organization’ at the 2014 Travelzoo Awards in the US.

With a massive 27 million subscribers in North America, Europe and elsewhere around the world, Travelzoo is one of the world’s top online travel companies, publishing lots of special offers and travel deals every week. The award winners are selected by Travelzoo ‘deal experts’ – particularly with American holidaymakers in mind – using a five-point evaluation system that takes into account quality, reliability, consistency, competitiveness and broad appeal. According to Travelzoo, their annual awards “shine a spotlight on companies that provide the year’s very best travel and entertainment deals”.

An important element of Tourism Ireland’s promotional programme in the US involves turning more ‘lookers into bookers’ – highlighting great value vacation offers on popular websites like Travelzoo to potential travellers at the ‘active planning’ stage. Alison Metcalfe, Tourism Ireland’s head of North America, said: “Winning Travelzoo’s top award for best deals is really good news, providing Tourism Ireland with yet another opportunity to promote the island of Ireland as a ‘must do’ vacation destination in 2015 and we plan to exploit the accolade to best effect in our promotions in the United States.”

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. Alison Metcalfe continued: “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 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.

Commenting on the awards, Travelzoo’s CEO Chris Loughlin said: “The winners go above and beyond to create experiences that surprise and delight our 27 million members. The winners inspired milions of travelers to jump off the soft and have a great time exploring the world.”


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.