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19 Oct 2015

Tourism enterprises attend innovative workshop

“Have you a story to tell?” workshop – maximising international publicity and social media to grow tourist numbers in 2016

Fifty Irish tourism enterprises came together at the Gresham Hotel in Dublin today, for an innovative workshop organised by Tourism Ireland and Fáilte Ireland. The event – titled “Have you a story to tell?” – explored how tourism businesses around the country could generate more international publicity and social media exposure for themselves, and for Ireland, and ultimately increase overseas tourism business in 2016 and beyond.

Publicity is an extremely powerful and effective way of promoting Ireland and reaching potential holidaymakers around the world, so Tourism Ireland aims to generate as much positive coverage as possible for Ireland, by maintaining regular contact with more than 20,000 influential media contacts around the globe. Already in the first nine months of this year, Tourism Ireland has generated more than 7,500 good news stories about the island of Ireland in the international media, worth an estimated €263 million (if the organisation were to buy the equivalent media space or airtime).

Irish tourism enterprises and the experiences they offer are at the core of Tourism Ireland’s message. Siobhán McManamy, Tourism Ireland’s head of co-operative marketing, said: “Tourism Ireland aims to keep the island of Ireland in the news around the world, through a constant, steady flow of good news stories about Ireland. ‘New news’ provided by our partners around the country is the backbone of our publicity efforts overseas. It’s really important that those partners keep us informed and updated on new and interesting stories from their areas. Our “Have you a story to tell?” workshop was designed to help our partners become more involved in our PR opportunities overseas – which include press events, e-newsletters, media visits, our online media centre, Facebook and Twitter – so they get to tell their unique stories to as many people as possible worldwide.”

A busy media visits programme – run in close co-operation with Fáilte Ireland and Tourism NI – has seen more than 1,200 influential journalists visit the island of Ireland this year, to experience the wealth of things to see and do here for themselves. Tourism Ireland is also in contact with more than 20,000 international journalists on a regular basis – through the distribution of press releases, media events and launches, and so on – to keep Ireland in the news. As a result of this busy publicity and PR programme, a number of big international media players have featured Ireland this year, including the Huffington Post, National Geographic Traveler, The New York Times, Condé Nast Traveller (Britain) and many more.

  Nandi O’Sullivan, Shannon Group; Liam Campbell, Fáilte Ireland; and Anne Zemmour, Tourism Ireland (Paris), at the “Have you a story to tell?” workshop.

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 €4.1 billion.
  • Tourism Ireland’s international website is www.Ireland.com, available in ten different language versions for over 30 individual markets around the world. In 2014, Ireland.com attracted about 14.25 million visitors.