Major drive to attract more German tourists for 2017 at world’s largest travel trade fair
The largest travel trade fair in the world, ITB in Berlin, is taking place this week. Eighteen (18) tourism companies from the island of Ireland and Germany have joined Tourism Ireland at the fair, in a bid to grow Ireland’s share of the German travel market – one of the largest outbound travel markets in the world and the largest in Europe.
Germany is the third-largest market for tourism to Ireland and is worth about €400 million annually to our economy. Last year was another record year for Irish tourism from Germany – when we welcomed over 650,000 German visitors, an increase of +4% on 2015. Tourism Ireland is rolling out an extensive programme of promotional activity again in 2017 – to keep the momentum going and build on that growth.
ITB (Internationale Tourismus-Börse) is the biggest travel promotion of the year – attracting over 200,000 visitors from 187 countries across the world. Of these, about 120,000 are trade visitors – including leading tour operators, travel agents, airlines, travel media and bloggers – not just from Germany but from all over the world. The five-day event provides a valuable opportunity to network, negotiate and exchange vital contracts with the influential international tour operators and travel agents in attendance.
Speaking at ITB Berlin, Niall Gibbons, CEO of Tourism Ireland, said: “The large representation of our tourism partners on the Tourism Ireland stand at ITB this year is extremely welcome – and essential in the highly competitive global marketplace. Germans who are interested in taking a holiday which involves sightseeing and local culture remain our core audience; we are also targeting people who engage in outdoor activities while on holidays. ITB provides an excellent opportunity to spread the word about all the great things to see and do in Ireland.”
With so many destinations all competing for business at ITB, Tourism Ireland’s aim is to stand out from the crowd and capture the attention of the influential audience at the show. The Wild Atlantic Way, Ireland’s Ancient East, the Causeway Coastal Route, Belfast and Dublin are just some of the key themes being highlighted by Tourism Ireland at this year’s ITB.
About 16 million Germans have been seeing ads for Ireland this spring, on national and satellite channels like ARD, Sat1, RTL, VOX, Kabel 1 and RTL Nitro. An online video ad campaign is running on Facebook, via the Teads network, this month. And, news and information about the island of Ireland – including the Wild Atlantic Way, Northern Ireland and Ireland’s Ancient East – is also featuring on popular German websites, such as focus.de.
In 2017, Tourism Ireland will invite 180 top German travel and lifestyle journalists to visit the island of Ireland – generating positive publicity worth more than €45 million. Email marketing is targeting 57,000 potential German holidaymakers each week; and Tourism Ireland is also promoting the island of Ireland to its 285,000 Facebook
fans in Germany. Co-operative campaigns with carriers like Aer Lingus and Irish Ferries are promoting ease of access to Ireland from Germany; and Tourism Ireland is also working with online travel agents like Weg.de and major tour operators such as Dertour, Berge & Meer and TUI Wolters Reisen. More co-op campaigns with other key partners will be rolled out during the year.
John Callely, Teeling Whiskey Distillery; Maurice Pratt, Chairman of B&B Ireland;; Stephen McNally, President of the Irish Hotels Federation; Niall Gibbons, CEO of Tourism Ireland; Lisa Jameson, Teeling Whiskey Distillery; Paul Kelly, CEO of Fáilte Ireland; Finola O’Mahony, Tourism Ireland’s Head of Europe; and HE Michael Collins, Irish Ambassador to Germany, at ITB Berlin.
Notes To Editors
Partners on the Tourism Ireland stand at ITB 2017:
- Abbey Tours
- Aer Lingus
- B&B Ireland
- Belmond Grand Hibernian
- The Castle Collection
- Cliffs of Moher Visitor Experience
- Extreme Ireland
- Giant’s Causeway
- Irish Ferries
- Irish Welcome Tours
- Loop Head Tourism
- Lough Eske Castle
- Select Hotels of Ireland
- Shannon Heritage
- Silver Line Cruisers
- Teeling Whiskey Distillery
- White Hotel Group