~ Targeting 4 million ‘culturally curious’ British travellers for Ireland ~
Tourism Ireland has launched a new partnership with the Guardian newspaper, to encourage ‘culturally curious’ travellers in Britain to consider a holiday or short break in Ireland.
The campaign will reach more than 4 million people over the coming weeks. It includes three print articles, 13 online articles on a dedicated Ireland section on the Guardian website, as well as a 90-second video created by the Guardian and running on the newspaper’s site. The first print article appeared this weekend (19 October) in the Guardian’s Weekend magazine, under the headline ‘10 must-do Ireland experiences’.
The campaign is highlighting the many great reasons for British travellers to visit – including our rich culture, superb culinary experience, great road-trips, festivals and events. It aims to offer genuinely interesting, entertaining and informative content for Guardian readers and to inspire those readers to consider the island of Ireland for their next holiday or short break.
“Our partnership with the Guardian has been specifically designed to highlight off-season breaks around the island of Ireland and to appeal to our ‘culturally curious’ audience in Britain,” said Julie Wakley, Tourism Ireland’s Head of Britain. “These are independent, active sightseers, who are typically looking to visit new places and expand their experience by exploring landscapes, history and culture. Our promotion with the Guardian fits very well with this important demographic and is just one element of the more extensive campaign we are rolling out right now – aimed at boosting late-season travel to Ireland from Britain.”
Britain continues to be a very important market for tourism to the island of Ireland, delivering 44% of all overseas visitors and around 25% of all overseas tourism revenue. Its contribution to the regional tourism economy and to season extension objectives are also significant, with 42% of British visitors arriving between October and March.
The continued uncertainty around Brexit remains a real and ongoing challenge for Irish tourism – giving rise to consumer concern in Britain and a heightened risk of people postponing trips, due to uncertainty. The fall in the value of sterling has made holidays here more expensive for British visitors – and has made Britain more affordable for visitors from many of our top markets. Therefore, attractive offers for good value fares and packages are a major focus for Tourism Ireland’s autumn campaign in Britain. An extensive programme of co-operative promotions with air and sea carriers, online travel agents, as well as traditional tour operators and travel agents, is either under way or in the pipeline.
Julie Wakley continued: “Tourism Ireland is highlighting compelling reasons to visit the island of Ireland, as well as showing how easy it is to get here and the good value available from our industry partners. Our autumn campaign aims to take advantage of late booking trends, as there is still plenty of business to play for. One of our key objectives is to drive more business to our regions, right throughout the off-peak and shoulder season months.”
Article about ‘10 must-do Ireland experiences’ in the Guardian’s Weekend magazine.
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 almost 11.2 million overseas visitors to the island of Ireland (+5% on 2017), delivering revenue of approximately €5.86 billion (+5%).
- 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.