United States
About the United States market
The United States is our most important source market for overseas revenue and our second-largest source market for tourists (after Great Britain) and nights. In 2023, we welcomed over 1.2 million tourists from the United States to the island of Ireland, who spent €1.7/£1.5 billion during their time here. Around two-thirds (67%) of all American visitors are holidaymakers.
Tourism Ireland has an office in New York (part of Ireland House). In May 2022, Tourism Ireland opened a new office in San Francisco (also part of Ireland House). The opening of the office in San Francisco demonstrated the importance of the West of the United States for tourism to the island of Ireland. It also signalled Tourism Ireland’s commitment to that part of the US and support for Aer Lingus and its direct flights to Dublin – from San Francisco, Los Angeles and Seattle. Around 27% of all US tourists to Ireland come from the West of the United States.
Why should you target the United States?
US visitors tend to stay longer, spend more and tour extensively around our regions. They are also high users of premium products. On average, American tourists spend €1,406/£1,221 per trip or €162/£141 per night (highest spend per night) and stay 8.6 nights on the island of Ireland.
Ireland has an abundance of experiences that appeal strongly to US visitors. They are interested in exploring our island and enjoying the beauty of the landscape. They also like to immerse themselves in our culture, meeting the locals and enjoying local specialities.
Our strategy is to target consumers with the greatest potential to travel in 2025 and beyond. Working together, we will target consumers and travel trade in US cities/areas with direct flights to Ireland, as well as high potential audiences (FIT or independent travel, luxury, Diaspora, golf, outdoor activity and smaller groups).
To inspire potential US visitors, we undertake an extensive programme of activity, which includes a focus on social and publicity channels. We welcome your product updates and content, to help share stories from the island of Ireland in these areas.
Tourism Ireland’s programme of communications with the travel trade in the US includes our ‘Ireland Specialists’ programme, our dedicated trade website, webinars and ezines to our database of 16,000+ key US travel industry contacts. Trade webinars are a good platform to share your product updates and to keep the island of Ireland top of mind among influential US travel professionals.
How to work in the US market
In an ever-changing and competitive market, we will work with you to select the marketing opportunity that’s right for you and support you in promoting your business, drive bookings and grow relationships from this all-important market.
Upcoming activity
Please check the Industry Opportunities section of our website on a regular basis, to find out what’s on offer and how you can be involved throughout the year. You can also register for email alerts for the latest information and upcoming opportunities. If you have any questions, please drop us a line – we're here to help.
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