Welcoming the additional funding allocated to Tourism Ireland in Budget 2022, Niall Gibbons, Chief Executive of Tourism Ireland, said: “We very much welcome the additional €35 million increase in the Tourism Marketing Fund for next year, allocated in Budget 2022, which demonstrates the Government’s continued commitment to Irish tourism in these extraordinary times. As we restart tourism from overseas, this additional funding will allow Tourism Ireland to ‘put our best foot forward’ and roll out a really strong programme of promotions throughout 2022.
“We know from our research that there is significant pent-up demand among travellers in our overseas markets to return to the island of Ireland as soon as possible. However, we also know that there will be significant competition in the marketplace; every destination across the globe has experienced the impact of COVID-19 and will be seeking its share of the recovery. This additional investment will allow us to upweight our new campaigns in our international markets, punch through the noise and convert ‘lookers’ to ‘bookers’.
“Aviation has been particularly hard hit by the pandemic, so we also welcome the announcement of a separate fund of €90 million for aviation recovery. As an island, direct, convenient and competitive access services will be critical to restarting and rebuilding inbound tourism. We look forward to working with our airport and airline partners, to build a long term sustainable recovery for our tourism industry.”