Tourism Ireland aims to carry out co-operative marketing activity with partners to support the overall mandate of the organisation to grow tourism sustainably to the island of Ireland and assist Northern Ireland to reach its tourism potential. Tourism Ireland seeks to partner with organisations who are willing to co-invest in campaign activity to drive sales. In engaging in these partnerships, Tourism Ireland seeks to combine the motivational appeal of destination promotion with a partner’s ability to offer an aspect of an island of Ireland holiday, at a competitive price to convert consumer interest in visiting. To achieve this, Tourism Ireland proactively seeks partnerships with airlines, sea carriers, island of Ireland industry and tour operators. Tourism Ireland proactively invites proposals for partnership from key partners. Co-operative marketing is marketing activity involving Tourism Ireland and one or more partner stakeholder, where we finance, plan, run and evaluate a campaign together, to reach dual or complementary goals.
Additionally, all prospective partners may submit proposals for co-operative engagement at any point throughout the year. Proposals are evaluated on their potential to drive tourism recovery sustainably, and over time, grow incremental visitors and/or bed nights to the island of Ireland.