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16 Dec 2019

Ciao Irlanda! Tourism Ireland targets 7.6 million Italians in end-of-year kickstart campaign

More than 1 million Italians are seeing ads for Ireland right now – with a 15-second Ireland video running on screens in airports and shopping centres around Italy, as well as in busy metro stations in Rome, Milan and Brescia. The ads are part of Tourism Ireland’s end-of-year kickstart campaign – to position Ireland ‘top of mind’ with Italians who’re now considering their holiday destination for 2020.

The video is also running online, including on social platforms (Facebook, YouTube and Instagram), until 31 December – reaching around 6.4 million people. And, Tourism Ireland is also targeting influential travel professionals – with a special Ireland ‘webinar’ (online training) for top Italian travel agents and promotions with Italy’s three most important publications for the travel trade, L’Agenzia di Viaggi, TTG Italia and Guida Viaggi.

In 2018, we welcomed 384,000 Italian visitors to the island of Ireland. Tourism Ireland has been undertaking an extensive and targeted programme of promotional activity in Italy throughout 2019 – to continue to grow Italian visitor numbers and, in particular, to encourage more Italians to explore our regions and less-visited attractions during the off-peak season.

Niamh Kinsella, Tourism Ireland’s Manager Italy, said: “Our end-of-year kickstart campaign is now under way, targeting Italian travellers who’re considering where to go for their 2020 holiday. It heralds the start of another busy promotional drive for Tourism Ireland in Italy in 2020. We’re confident that our extensive programme of campaigns and promotions, targeting people with the greatest potential to travel to Ireland, will continue to grow Italian visitor numbers to the island of Ireland.”  

The spend on this campaign in Italy comes from the additional funding allocated to Tourism Ireland in Budget 2020, in response to the Brexit challenge for Irish tourism. End-of-year kick-start promotional campaigns will also be rolled out in Britain, the United States, Germany, France, Spain, the Netherlands and the Nordic countries – designed to position us well for 2020.

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 around 325,000 people across the island.
  • By the end of 2019, we will have welcomed almost 11.2 million overseas visitors to the island of Ireland, delivering revenue of almost €5.8 billion.
  • Tourism Ireland’s international website is www.ireland.com, 29 market sites available in 11 language versions around the world, which attracted around 20+ million visitors in 2018.