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12 Mar 2018

Tourism Ireland voted number 2 tourist board in Germany

Tourism Ireland has been voted the number two tourist board in Germany, by a jury of some 161 influential journalists – including editors of national and local newspapers, travel and special interest magazines, as well as freelance and online journalists.

For the 14th year in a row, the Tourism Ireland publicity team was named in the Top 10 among all tourist boards represented in Germany, in the annual TPR (Touristik PR) awards, in the ‘Verkehrsbüro des Jahres’ (tourist board of the year) category. The criteria under which the tourist boards were evaluated for this award included: product knowledge, comprehensive replies to enquiries, organisational skills and creativity. Tourism Ireland was ranked second overall. 

Zoë Redmond, Tourism Ireland’s manager Central Europe, said: “We are delighted to have been voted number two tourist board once again this year by the jury of German journalists. We are constantly looking at new and engaging ways of highlighting the island of Ireland to the media here in Germany – so we are particularly honoured to receive this award. A key element of our annual promotional programme involves working with German travel and lifestyle journalists and bloggers, to ensure they write or broadcast extensively about the island of Ireland as a holiday destination.”

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. 

Zoë Redmond continued: “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 is rolling out an extensive programme of promotional activity again in 2018 – to keep the momentum going and build on that growth.” 

Over 17 million Germans have been seeing ads for Ireland this spring, on national and satellite channels like RTL, VOX, RTL Nitro, Sat.1, Kabel 1 and ARD. As well as the TV ads, a separate online video campaign will reach almost 4 million people, via popular travel and news websites. And, a new Wild Atlantic Way campaign is rolling out this month. It includes outdoor ads in eight German cities with direct flights to Ireland, featuring a 10-second video which will be seen by almost 17 million people; a month-long digital video campaign, encouraging viewers to visit a dedicated Wild Atlantic Way section of; and a month-long campaign with TripAdvisor, with Wild Atlantic Way footage running on the review site.  

Tourism Ireland’s publicity programme in Germany will generate positive coverage for the island of Ireland this year worth more than €46 million. In 2018, some 180 top German travel and lifestyle journalists – from print, broadcast, digital and print media outlets such as Süddeutsche Zeitung, Frankfurt Allgemeine Zeitung and Deutsche Welle (Germany’s public international broadcaster) – will visit the island of Ireland, to write or broadcast about their experience. 

Oliver Treptow and Judith von Rauchhaupt, both Tourism Ireland, with the award certificate for number two tourist board in Germany.

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 281,000 people across the island.
  • In 2017, we welcomed approximately 10.65 million overseas visitors to the island of Ireland, delivering revenue of about €5.78 billion.
  • Tourism Ireland’s international website is, 29 market sites available in 11 language versions around the world, which attracted around 19.3 million visitors in 2017.