New Tourism Ireland campaign targets almost 15 million Germans
Tourism Ireland has unveiled a new campaign to grow German tourist numbers to the Wild Atlantic Way and Ireland’s Ancient East this year. The campaign will run for six weeks and includes online ads on popular websites, including the Travel Audience network, as well as ads on Facebook. It will reach an estimated 14.8 million German ‘great escaper’ and ‘culturally curious’ travellers.
With a holiday allowance of up to 30 days per year being the norm, holiday-taking is important for Germans and over half the population takes at least one holiday outside Germany each year, making it one of the largest outbound travel markets in the world. Germany is the third-largest source of visitors for Ireland and our most important non-English-speaking market. Travel to Ireland has grown significantly in the last six, years increasing from 399,000 German vsiitors in 2010 to a record 650,000 visitors in 2016 – an increase of +63% since 2010. The German travel market is work almost €400 million annually to our economy and Irish tourism.
Zoë Redmond, Tourism Ireland’s Manager Central Europe, said: “2016 was the best year ever for German visitor numbers to Ireland, with 650,000 German visitors contributing almost €400 million to the Irish economy. Tourism Ireland is undertaking an extensive programme of promotional activity once again throughout 2017. Our latest campaign will reach almost 15 million Germans, encouraging them to put the Wild Atlantic Way, Ireland’s Ancient East and the island of Ireland on their holiday ‘wish-list’ for 2017.”
Tourism Ireland has set its sights on continued growth for 2017 and is rolling out a busy programme of promotions throughout the year. The programme kicked off with a nationwide TV campaign this spring, when ads for Ireland were seen by almost 16 million people across Germany. Activity also includes extensive e-marketing and social media, as well as trade and consumer promotions with Irish tourism partners; and, almost 200 influential German travel and lifestyle journalists have been invited to visit Ireland in 2017, to write or broadcast about their experiences here.
As well as Tourism Ireland’s marketing efforts, factors working in our favour include strong air connectivity, with 25,000 seats per week now available from German airports to the island of Ireland during the summer months; and, interest in visiting Ireland remains high among German travellers, who are seeking to discover the ‘real’ Ireland. Our coastline is a particular motivator for German holidaymakers; they like our unspoiled natural scenery, walking and exploring new sites.
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 2016, we 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 19.37 million visitors in 2016.