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19 Oct 2015

Promoting Waterford and the South East in Britain

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

Tourism Ireland has teamed up with VLM Airlines once again this autumn, to promote its flights to Waterford from Birmingham. A joint campaign – supported by Waterford Airport, as well as Waterford City Council, Kilkenny County Council and Wexford County Council – is under way right now and will run until the end of November.

The flights, which began this spring, are really good news – providing 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 current campaign includes:
-    radio ads on Heart and Smooth Radio, which will reach an estimated 700,000 listeners;
-    film footage of Waterford, as well as online ads, running on key websites and targeting millions of prospective holidaymakers living in the Birmingham area.



As well as highlighting attractive fares and ease of access, the radio ads are reminding potential visitors about “Waterford’s Viking Past” and that Waterford is the “gateway to Ireland’s Ancient East”. VLM is also running ads in The Harp magazine (7,000 readers), reaching out to members of the Irish diaspora.

Vanessa Markey, Tourism Ireland’s head of Great Britain, said: “We are delighted to partner with VLM Airlines once again to maximise the promotion of their flights from Birmingham, 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 we have seen very strong growth of +11% in British visitors to Ireland for January to August 2015, an additional 236,700 GB visitors compared to the same period in 2014. We are determined to keep the momentum going and ensure that growth continues. Our extensive autumn campaign is now in full swing and aims to take advantage of late booking trends, as there is still plenty of business to play for.” 

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 8.4 million overseas visitors to the island of Ireland, delivering revenue of about €4.1 billion. 
  • Tourism Ireland’s international website is www.Ireland.com, 29 market sites available in ten language versions around the world, which will attract more than 16 million visitors in 2015.