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07 Mar 2018

Ireland is ‘wunderbar’ in Berlin

Tourism Minister Shane Ross lends a hand to boost tourism from Germany at world’s largest travel trade fair

The largest travel trade fair in the world, ITB in Berlin, kicks off today (Wednesday, 7 March). Tourism Minister Shane Ross joins Tourism Ireland and 30 tourism companies from the island of Ireland at the fair, in a bid to grow Ireland’s share of the important German travel market.

Germany is the third-largest market for tourism to the island of Ireland and in 2017 we welcomed around 660,000 German visitors. Tourism Ireland recently launched a new strategy to boost tourism from Germany, setting out challenging and ambitious targets which will see the island of Ireland welcome 800,000 German visitors per year by 2021, representing growth of +20%; and will see revenue generated by holiday visitors increase by +27%, to €375 million per year. 

ITB (Internationale Tourismus-Börse) is the biggest travel promotion of the year, attracting over 160,000 visitors from 180 countries across the world. Of these, about 109,000 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 from Ireland 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 the many great things to see and do right around the island of Ireland.”

Tourism Ireland is rolling out an extensive programme of promotional activity again in 2018 to build on the success of recent years. Co-operative campaigns with carriers like Aer Lingus, Ryanair and Irish Ferries are promoting ease of access to Ireland from Germany; and Tourism Ireland is also working with online travel websites like TripAdvisor and major German tour operators such as Dertour and Berge & Meer. This year, Tourism Ireland will invite around 180 top German travel and lifestyle journalists to visit the island of Ireland, to write or broadcast about their experience. Journalists’ visits to Ireland will feature golf, gardens, the Lakelands, as well as off-the-beaten-track activities in Mayo – generating positive publicity worth more than €46 million. Email marketing is targeting 60,000 potential German holidaymakers each week throughout 2018; and Tourism Ireland is also promoting the island of Ireland to its 308,000 Facebook fans in Germany. 

Niall Gibbons, CEO of Tourism Ireland; Christopher Brooke, Vice Chairman of Tourism Ireland; Tourism Minister Shane Ross; Finola O’Mahony, Tourism Ireland; John Callely, The Dublin Liberties Distillery; and HE Michael Collins, Irish Ambassador to Germany, at ITB Berlin. 

Notes To Editors

Partners on the Tourism Ireland stand at ITB 2018:

  •  Abbey Group 
  • Aer Lingus
  • Bunk Campers
  • Causeway Coastal Route
  • Celtic Ross Hotel
  • Central Hotel Donegal
  • Cliffs of Moher Visitor Experience
  • Donegal Tourism
  • Doolin2Aran Ferries
  • Dublin Bay Cruises
  • Fermanagh Lakeland Tourism
  • Guinness Storehouse
  • Holiday Ireland Hotels
  • Irish Ferries
  • Irish Welcome Tours
  • Kerry Airport
  • Muckross Park Hotel & Spa
  • On Campus
  • Parknasilla Resort & Spa
  • Select Hotels of Ireland
  • Shannon Airport
  • Shannon Heritage
  • Silverline Cruisers
  • Sneem Hotel
  • Teeling Whiskey Distillery
  • The Abbey Hotel
  • The Castle Collection
  • The Dublin Liberties Distillery
  • The Nesbitt Arms Hotel
  • White's Tours & Hotels