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03 Nov 2016

New campaign targets Chinese tourists

Tourism Ireland has teamed up with CYTS (China Youth Travel Service), one of the largest travel companies in China, in a new campaign to attract Chinese tourists to Ireland in late 2016 and early 2017.

The month-long promotion gets under way this week and includes eye-catching Ireland displays in 30 different CYTS stores around Beijing. Customers visiting the CYTS outlets will be able to see stunning footage of the Wild Atlantic Way and Belfast – through the latest VR (virtual reality) equipment. And, customers can also book one of the CYTS Ireland tour packages, which will be on sale in each of the Beijing stores.

China is an important emerging travel market and one that Tourism Ireland is committed to growing over the coming years. In 2015, we welcomed approximately 45,000 Chinese visitors to Ireland.

James Kenny, Tourism Ireland’s Manager China, said: “Tourism Ireland is delighted to co-operate with CYTS Tours, to boost off-season travel from China to the island of Ireland. It’s an excellent opportunity to drive business for late 2016 and to kick-start our promotional effort for 2017, highlighting some of the many things to see and do on a holiday on the island of Ireland to potential Chinese visitors. Our aim is to win a greater share of the 4 million Chinese visitors who travel to Europe each year.”

A separate, nationwide campaign is also under way with CTrip, the leading online travel agent in China. With more than 250 million customers, CTrip is the ideal partner for Tourism Ireland to promote the island of Ireland to prospective Chinese visitors. CTrip is highlighting the Wild Atlantic Way and Belfast – through the top video-sharing sites in China, including Youku (the Chinese equivalent of YouTube) and Iqiyi. The campaign will run until April 2017.

  James Kenny, Tourism Ireland; Mandy Wang and Cecily Zhuo, both Dong Rong Media; and Cleo Chen, Tourism Ireland, watching footage of the Wild Atlantic Way and Belfast through VR (virtual reality) equipment, in a CYTS store in Beijing.

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 9.5 million overseas visitors to the island of Ireland, delivering revenue of about €4.9 billion.
  • Tourism Ireland’s international website is, 29 market sites available in 11 language versions around the world, which attracted more than 16.6 million visitors in 2015.