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22 May 2015

Promoting Waterford and the South East in Britain

Tourism Ireland teams up with VLM Airlines to grow tourist numbers to the South East

Tourism Ireland has teamed up with VLM Airlines to promote their new flight to Waterford from Luton. A joint campaign – supported by Waterford and Luton Airports – is under way right now and will run until the end of June.

The flight, which began at the end of April, is really good news and will certainly provide a welcome boost for tourism from the all-important British market to Waterford and the South East. Working closely with airlines and airports to build demand for flights is a key priority for Tourism Ireland and the campaign includes:

  • highly visible poster ads on Thameslink trains in the Luton area, which will be seen by an estimated 500,000 commuters;
  • new film footage of Waterford, as well as online ads, running on key websites and targeting prospective holidaymakers living in the Luton area;
  • a visit to Waterford, Kilkenny and Wexford for influential travel and lifestyle journalists.

As well as highlighting attractive fares and ease of access, the ads are reminding potential visitors that Waterford is “Ireland’s most ancient city”, with a wonderful Viking heritage and tradition of crystal-making.

VLM is also running press ads in newspapers like The Irish Post and The Irish World, reaching out to members of the Irish diaspora.

Vanessa Markey, Tourism Ireland’s head of Britain, said: “We are delighted to partner with VLM Airlines to maximise the promotion of their new flight from Luton, to help grow tourist numbers to Waterford and the South East. As an island, the importance of convenient, direct, non-stop flights cannot be overstated – they are absolutely critical to achieving growth in inbound tourism.

“Great Britain is the largest market for tourism to the island of Ireland and 2015 has got off to a positive start, with the most recent CSO figures showing growth of +14% for the first quarter, an additional 90,000 British visitors compared with the same three-month period last year. Tourism Ireland is determined to ensure that tourism growth continues and we have an extensive programme of promotions under way across Britain in 2015.”


Poster ad on Thameslink trains in the Luton area.

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.