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26 May 2015

Tourism Ireland teams up with KLM to grow tourist numbers to Northern Ireland

Highlighting new flight to Belfast City Airport from Amsterdam

Tourism Ireland has teamed up with KLM and KLM International to promote the new flight to Belfast from Amsterdam and to highlight transit possibilities via Amsterdam’s Schiphol Airport to Belfast. A joint promotional campaign is under way right now and will run until the end of June.

The flight, which began last week (on 18 May), is really good news and will undoubtedly help boost leisure and business travel from the Netherlands to Northern Ireland. It is also good news for tourism from other countries, as Amsterdam is a key European hub, with KLM offering excellent connections via Amsterdam from other European countries, North America, Asia and the Middle East – making it easier than ever before for prospective holidaymakers in those markets to get to Northern Ireland.

Working closely with airlines and airports to build demand for flights is a key priority for Tourism Ireland and the campaign is highlighting attractive fares and compelling reasons to visit Northern Ireland. Activity includes:
  • a great new film in IFlymagazine (KLM’s online travel magazine) featuring Belfast and The Gobbins Cliff Path, which will reach some 7 million Air France-KLM subscribers and is available in English, Dutch, French and German. The film, which describes Belfast as “hot and happening”, showcases the modern, vibrant city with its superb restaurants and coffee shops, its buzzing nightlife and world-class visitor attractions, as well as the stunning scenery of Co Antrim. Tourism Ireland is also promoting the film on its YouTube channel;
  • a competition, also in IFlymagazine, offering potential visitors the chance to win a trip to Belfast;
  • email marketing to the KLM Flying Blue members (about 70,000), highlighting Belfast as a great city break destination; and email marketing to KLM Flying Blue golf members (about 23,000), showcasing great golf in Northern Ireland and this week’s Irish Open at Royal County Down;
  • an article about Northern Ireland and Belfast in this month’s edition of Flying Dutchman, the inflight magazine of Air France-KLM;
  • a visit to Northern Ireland for influential Dutch travel and lifestyle journalists (they flew in on the inaugural flight last week);
  • social activity with an influential Dutch blogger and Instagrammer, Eelco Roos, who has been invited by Tourism Ireland to travel to Belfast in June, to photograph and write about the city and surroundings. His blog will be promoted through both KLM’s and Tourism Ireland’s social media channels;
  • social media was also harnessed this spring, to highlight a competition for a trip to Northern Ireland using the Air France-KLM network;
  • outdoor advertising in Germany and the Nordic countries, this autumn.
Karen van der Horst, Tourism Ireland’s manager in the Netherlands, said: “We are delighted to partner with KLM and KLM International to maximise the promotion of the new flight from Amsterdam, to help grow tourist numbers to Belfast and Northern Ireland. As an island, the importance of convenient, direct, non-stop flights cannot be overstated – they are absolutely critical to achieving growth in inbound tourism.

“The Netherlands is an increasingly important market for tourism to Northern Ireland. Our natural landscapes and coastline, our culture and heritage greatly appeal to Dutch travellers, who also enjoy opportunities to engage with local people. The new KLM flight is really good news for tourism and a major opportunity to grow visitor numbers – not only from the Netherlands, but from other important tourism markets, including North America, Asia and the Middle East.”


Notes To Editors

  • Tourism Ireland is the organisation responsible for promoting Northern Ireland and the island of Ireland overseas as a leading holiday destination.
  • Tourism is responsible for in excess of 5.2% of GDP in Northern Ireland and supports approximately 43,000 jobs.
  • In 2014, we welcomed an estimated 1.8 million overseas visitors to Northern Ireland, delivering revenue of about £508 million.
  • 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.