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23 Dec 2019

Millions of Britons will tune in to Ireland this week

~ Tourism Ireland’s promotions aim to grow British visitor numbers in 2020, despite Brexit uncertainty ~

Tourism Ireland kicks off a major promotional drive for 2020 in Britain today (23 December) – with a week-long TV campaign, which will be seen by millions of potential holidaymakers for the island of Ireland.

Tourism Ireland’s TV ad, ‘Fill Your Heart With Ireland’, will air on channels like Sky, ITV and Channel 4 – reaching around 11.6 million viewers across Britain. The ads will also run in cinemas before popular films – and will be seen by around 2.3 million people. The campaign also includes high impact outdoor ads in around 250 locations across London, Birmingham, Manchester, Liverpool, Bristol, Leeds, Newcastle, Brighton, Glasgow and Edinburgh.

Given that the latest research undertaken by Tourism Ireland confirms a heightened risk of British consumers postponing holidays, due to the ongoing uncertainty over Brexit, the campaign aims to deliver a message of reassurance to prospective visitors. Also, this time of year is an important period for travel search and booking for British holidaymakers and the campaign heralds the start of another busy promotional drive for Tourism Ireland in Britain next year.

Tourism Ireland’s CEO, Niall Gibbons, will travel to Britain in early 2020 – to do a series of media interviews, to deliver a message of reassurance to prospective visitors and the travel trade and to remind people why 2020 is a great year to visit the island of Ireland. A key message will be that the Common Travel Area between Britain and Ireland will continue, which means no travel restrictions for our British visitors.

Julie Wakley, Tourism Ireland’s Head of Britain, said: “This time of year is a key holiday planning period for British travellers and our campaign heralds the start of another busy promotional drive for Tourism Ireland in Britain next year. Our ads will be seen by millions of people around Britain who’re now considering where to go for their 2020 holiday.

“In 2019, we welcomed around 4.7 million British visitors to the island of Ireland; our aim is to grow that number by +2% in 2020. As our nearest neighbour, Britain remains an extremely important market for tourism to the island of Ireland. We know that it’s a market with a strong affinity with Ireland and that British visitors are more likely to visit Ireland all year round and to travel more widely around our regions, including border areas, more than other visitors.

“Our message for 2020 is very simple. Whatever happens with Brexit, our welcome will continue to be as genuinely warm as ever; our people will continue to be funny and full of chat; and our landscapes will continue to take your breath away. We will be marketing hard in Britain to deliver that message – right through 2020 – and to provide the reassurance that potential British visitors and our travel trade partners need to hear.”

Other elements of Tourism Ireland’s activity in Britain include:
  • a partnership with the important Coach Tourism Association, highlighting the border counties as a great choice for group travel;
  • articles about the island of Ireland in Travel Weekly, a weekly magazine which is read by travel agents and tour operators across Britain, which are highlighting some of the many great reasons to visit in 2020; and
  • competitions in national and regional newspapers promoting short breaks on the island of Ireland.
 

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 23+ million visitors in 2019.