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07 Mar 2019

Ireland is ‘wunderbar’ in Berlin

~ Tourism Minister Brendan Griffin joins Tourism Ireland in Germany at world’s largest travel trade fair ~

The island of Ireland is on show this week at the largest travel trade fair in the world, ITB in Berlin. Tourism Minister Brendan Griffin is lending his support to the 35 island of Ireland companies who are exhibiting in the Main Hall and in the Youth and Adventure area, to grow Ireland’s share of the important German travel market.

ITB is a key element of Tourism Ireland’s spring promotional programme in Germany, which is the third-largest source of visitors to the island of Ireland and one of the largest outbound travel markets in the world. 2018 was the eighth consecutive year of growth for Irish tourism from Germany, when we welcomed almost 818,000 German arrivals, delivering almost €500 million to the economy. The Fáilte Ireland commercial team is also attending ITB, supporting 10 Irish companies in the youth and adventure sector.
 
Germany is the third-largest source of visitors to the island of Ireland and one of the largest outbound travel markets in the world. 2018 was the eighth consecutive year of growth for Irish tourism from Germany, when we welcomed almost 818,000 German arrivals, delivering almost €500 million to the economy.
 
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 110,000 are trade visitors – including leading tour operators, travel agents, airlines, travel media and influencers – 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, Finola O’Mahony, Tourism Ireland’s Head of Europe, 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 2019, to build on the success of recent years. Tourism Ireland’s new ‘Fill Your Heart with Ireland’ (in German, ‘Irland. Lässt dein Herz höher schlagen’) ad has been running on German TV during January and February, on a range of channels including ARD, ZDF, SAT.1, RTL, Super RTL, VOX and Disney – reaching more than 17 million viewers. A second TV campaign will run in the autumn. Tourism Ireland is also promoting the island of Ireland on social channels – with ads running on Instagram, YouTube and Facebook.
 
Tourism Ireland will partner with Ryanair and Ireland West Airport Knock, to highlight the new Ryanair flight from Cologne to Knock, due to launch in June. Other activity includes working with major German tour operators such as Dertour and Berge & Meer. This year, leading German travel and lifestyle journalists – from print, broadcast, digital and print media outlets – will visit the island of Ireland, to write or broadcast about their experience – generating positive publicity worth more than €60 million. Email marketing is targeting 27,000 potential German holidaymakers each week throughout 2019; and Tourism Ireland is also promoting the island of Ireland to its 318,000 Facebook fans in Germany.
 
Mark Henry, Tourism Ireland; Bridgette Brew, Galway 2020; Tourism Minister Brendan Griffin; Finola O’Mahony, Tourism Ireland; and HE Michael Collins, Irish Ambassador, at ITB Berlin.

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.
  • In 2018, we welcomed around 11.2 million overseas visitors to the island of Ireland, delivering revenue of approximately €6.1 billion.
  • Tourism Ireland’s international website is www.ireland.com, 29 market sites available in 11 language versions around the world, which attracted 20.3 million visitors in 2018.