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22 Dec 2016

Millions of Americans will tune in to Ireland from this weekend

Major campaign kicks off Tourism Ireland’s promotional drive for 2017 in all-important US market

Tourism Ireland kicks off its promotional drive for 2017 in the all-important American market this weekend – with a major, week-long TV campaign which will be seen by millions of potential holidaymakers for Ireland. 

Tourism Ireland’s ads will air on television from Christmas Day and continue through New Year’s Eve. The ads will run on three major networks – NBC, CBS and ABC – in New York and Chicago, both vital gateway cities for Irish tourism. The Ireland ads will air around premium entertainment programmes with large audiences over the Christmas and New Year’s period, such as Jimmy Kimmel Live, The Tonight Show, Blue Bloods and Kennedy Center Honors. The TV campaign will be complemented by digital ads for Ireland on a range of websites.

The Tourism Ireland campaign aims to build on the fourth record-breaking year in a row for Irish tourism from that market in 2016. By the end of this year, we will have welcomed about 1.6 million American and Canadian visitors to the island of Ireland (up +13% on 2015), delivering revenue of €1.4 billion for the economy (+11% on 2015). 

This time of year is a key vacation planning period for Americans and this campaign heralds the start of another busy promotional drive for Tourism Ireland in the United States next year. 

Niall Gibbons, Tourism Ireland’s CEO, said: “2016 will be the fourth record year in a row for visitor numbers to the island of Ireland from North America. By the end of this year, we will have welcomed about 1.6 million American and Canadian visitors, delivering revenue of €1.4 billion for the economy throughout 2016. Tourism Ireland has undertaken an extensive and very targeted programme of promotions right throughout 2016, building awareness of the island of Ireland as a premier vacation destination. 

“Looking to 2017, access developments augur well for continued growth in tourism from the United States, with a new Aer Lingus flight to Dublin from Miami, as well as expanded services on Aer Lingus flights from Los Angeles, Chicago and Orlando. We will expand our ‘Jump into Ireland’ sales blitz next year, to 35 cities across the US. We look forward to building on this year’s success in 2017 and beyond.” 

 

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 220,000 people.
  • By the end of 2016, we will have welcomed approximately 10.5 million overseas visitors to the island of Ireland, delivering revenue of about €5.4 billion.
  • Tourism Ireland’s international website is www.ireland.com, 29 market sites available in 11 language versions around the world, which attracted more than 16.6 million visitors in 2015.