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20 May 2016

Thumbs up for Tourism Ireland!

Tourism Ireland takes top award for international marketing at All Ireland Marketing (AIM) Awards

Tourism Ireland took the top award for international marketing at last night’s All Ireland Marketing (AIM) awards, organised by the Marketing Institute of Ireland, beating off strong competition in the same category from Hanley Energy, Horseware, Ornua and The Taxback Group.

The award was presented for Tourism Ireland’s co-operative marketing with key tourism partners – in particular the organisation’s activity to highlight the growth in air access to the island of Ireland and the co-operative campaigns undertaken to create demand around the world for those services, which helped ensure a record-breaking year for Irish tourism in 2015.

In 2015, Tourism Ireland harnessed the positive power of air connectivity on tourism to the island of Ireland, by working closely with airline and airport partners. Through a series of new collaborative initiatives, capacity levels in 2015 were restored back to the peak levels of 2009. Tourism Ireland’s extensive co-operative marketing programme involved 77 individual campaigns, undertaken with 27 airlines across 16 markets around the globe – to ensure that potential visitors knew that Ireland was easy and inexpensive to get to and to persuade them that now was the time to visit the island of Ireland.

Accepting the award, Siobhán McManamy, Tourism Ireland’s Director of Markets, said: “As an island destination, the importance of convenient, direct, non-stop flights to Ireland cannot be overstated; there is a proven direct correlation between access and growth in visitor numbers. Co-operative marketing with key partners was a major focus of Tourism Ireland’s promotional programme throughout 2015, to drive growth. A huge thanks to all our partners, particularly the airlines and airports, who helped make 2015 a record-breaking year for Irish tourism. Our focus now is on surpassing last year’s success, to ensure that 2016 is another record-breaking year for overseas tourism.”

The All Ireland Marketing awards are organised by the Marketing Institute of Ireland; they recognise marketing excellence and the success of Irish companies and marketing professionals (

  Mark Henry, Siobhán McManamy and Darragh O’Drisceoil, all Tourism Ireland, with the 2016 All Ireland Marketing (AIM) award for international marketing.

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.
  • In 2015, we welcomed approximately 9.3 million overseas visitors to the island of Ireland, delivering revenue of about €4.7 billion.
  • Tourism Ireland’s international website is, 29 market sites available in ten language versions around the world, which attracted about 16.5 million visitors in 2015.