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Dublin: 15 °C Sunday 19 May, 2013

Tourism Ireland wants to increase US visitors by one-fifth by 2015

The Gathering and takeover of ireland.com website central to plans to get US visitors to ‘Jump Into Ireland’.

Glendalough, Co Wicklow, a major tourist attraction.
Glendalough, Co Wicklow, a major tourist attraction.
Image: iLight foto via Shutterstock

A THREE-YEAR marketing campaign to attract US visitors to Ireland aims to see growth in tourists from North America grow by 20 per cent between 2013 and 2015.

The ambition was aired in the Tourism Ireland launch this morning of its 2013 marketing plans. Both North America and mainland Europe are major targets int he campaign. The aim is to grow overseas visitors to the whole island of Ireland by 5 per cent next year. This, hopes Tourism Ireland, will contribute €3.7 billion to economies north and south of the border. It would represent a 6 per cent increase on the revenue generated by tourists here this year.

With the high-profile The Gathering campaign aimed squarely at attracting members of the diaspora as well as general visitors from overseas here in 2013, Tourism Ireland says it plans to have Ireland.com ready to go live by January. The site, bought from the Irish Times by Tourism Ireland, is to be feature in 11 different languages in order to serve 30 different markets across the world. The launch document today said that:

A new domain name for the site, Ireland.com, with its ease of recognition and memorability, will ensure greater ‘stand-out’ for the destination around the world and deliver savings in promotions and search engine optimisation (SEO) activity.

Currently, Tourism Ireland uses discoverireland.com to attract visitors from overseas and discoverireland.ie is used by Fáilte Ireland to encourage domestic tourism.

Other markets Tourism Ireland deems important to increasing visitor figures include Australia, China and India which are “set to experience a record year in 2012″ for visitors coming here. This, said the tourism body, is partly down to increased numbers of air routes and ease of access through visa waiver schemes etc., all of which have been subject to media campaigns by Tourism Ireland in those countries.

Our next-door neighbours are also in the sights of Tourism Ireland. The “GB Path to Growth” strategy hopes to see 200,000 more holiday visitors coming from the UK to the island of Ireland per year by 2016 than visit right now. That would be a growth of 20 per cent.

The strategy to target North American visitors over three years is called ‘Make Ireland Jump Out’. The campaign slogan is “Jump Into Ireland”

See: 23 stunning photos of an ideal Ireland>

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Comments (31 Comments)

  • The exchange rate between the dollar and the euro is playing a big part as well. More expensive now for Americans to come here. Lets face it Ireland isn’t cheap.

    Reply
    • John 29/11/12 #

      The Americans have caught on to us years ago. Who wants to visit an overpriced dump full of junkies, crime and thugs carrying knives everywhere. We are incapable of running a country, the only thing we seem to be good at is getting blind drunk and falling in vomit

      Reply
    • @John

      Really??
      A lot of people want to visit Ireland ..and when they do, the vast majority have a great experience.

      One thing they’re not warned about before their arrival is the “not so positive” people, like yourself, that the may encounter.
      These people for what ever reason (maybe lack of fish oil in their diet) are intent on dragging everyone around them down into their morass of misery.

      Reply
    • Yeah John. The cliffs of moher are full of knife wielding junkies.

      Reply
  • I’m not sure of numbers but the feeling on the ground from my English and Scottish friends is that Ireland lost alot of appeal for UK tourists over recent years. Although they’re putting in a relatively good effort to attract tourists from London, it doesn’t really transcend across the country…the marketing seems to begin with posters on the Underground and end with posters on London buses! I do see a big difference in peoples opinions on the country…the most common remark I get is that Ireland has FINALLY become more affordable for people to visit.

    Reply
  • A direct flight from San Francisco would help too.

    Good for tourists and good for links with silicon valley.

    Reply
  • They should have no problem increasing tourism numbers in Ireland,
    with a few thousand people emigrating each week.
    If only a fraction of these people have to come back for a family wedding, funeral, repossession etc.
    They should hit their target no problem.
    Is this not the truth??

    Reply
  • I really don’t understand why they always target the US for a once in a lifetime visit when they could be targeting Europe and getting people back every year.

    It makes no sense to me. Any budget would be far better off spent in Europe and UK for return visits.
    The Gathering may see an increase next year in tourism numbers but 2014 will be dead, and it is unlikely Americans will make the trip again.

    Reply
  • I was stopped 5 times last week by people begging between O Connelll bridge and Trinity college. Most of them were drug addicts.
    I hope the visitors don’t want to go see the American ambassador’s house or the Phoenix Park as the drive through park gate street outside the new court house is depressing and run down. That area could be beautiful if they cleaned up the buildings and moved the bus garage. This is the main route to our presidents house. It is embarresing that we are joining the Laus at a cost of millions borrowed when common sense tells us nobody wants that done only the politicians.

    Reply
    • Every city has it problems, no more so than every major american city. I dont think many americans would be shocked to see a handful people living on streets and begging in the busy spots. Compared to most cities around the world, these is not a pandemic in Ireland.

      Reply
  • I’m an Irishman living in the US. Coming to Ireland with my family of six is exorbitantly expensive. A three week holiday in the Summer costs at least$15,000. Renting an automatic minivan is around $2,800 alone, plus $6,000 for flights. Renting a very modest seaside house runs Euro 700 per week. The car rental companies are such a rip off, they are the worst I’ve experienced in my travels. Sadly, I think Ireland is a ripoff in general. Our last two family holidays have not been to Ireland I’m sad to say.

    Reply
    • Lmoyno 29/11/12 #

      I couldn’t agree more Liam. I live in Boston and the price of flights is unbelievable. I booked my Christmas flight home in August for $870, a friend booked in October and paid $1300. I was hoping to change my flights recently because of a work schedule change, but it would cost me $470 to move my outbound flight back by two days. Summer flights are at least $1000 and it’s hard to justify spending this when I can fly to California, spend a week in hotels, get a rental car and get guaranteed weather for a grand straight up. For those who might point the distance of travel involved, last summer I flew to Asia for the same price that it would have cost me to get to Ireland.

      I know so many Americans who would love to visit Ireland, but are turned off by the price of the flight alone when they start to investigate a trip. The Boston route is only served by Aer Lingus and they have cut back on their Shannon service significantly in the past 3/4 years so their monopoly is even more squeezed and the prices continue to rise. Such a pity because people genuinely would visit. Iceland Air have done a great job luring people for breaks with low prices and good all-in packages – feel like Aer Lingus, with some prodding from the government who are pushing The Gathering so much, should try to follow suit and consider lowering prices to stir up more business.

      I’m thinking of fed-exing myself in the future as it might be cheaper…

      Reply
  • I’ve stayed in four hotels in Ireland over the past two years and each time I was appalled at the lack of urgency in clearing away used cutlery etc from restaurant tables. At breakfast one morning I counted 15 tables which had not been cleared and as staff stood around chatting customers were engaged in clearing tables themselves. My last stay was in a hotel belonging to a well known international chain and I was so taken aback by the state of the breakfast room I left and had my breakfast in a local restaurant. I can’t see many Yanks putting up with that kind of service.

    Reply
  • tim 29/11/12 #

    The yanks are sick of this place they’re sold leprechauns on their side of the pond,and get mugged when they get of the plane by the same leprechauns.

    Reply
    • Indeed, the major cities in this country are a disgrace, they are awash with petty crime, drunks, druggies and general wastes of space. In Europe drink and drug clinics along with social housing is located away from city centres and usually placed in industrial areas to keep city centres clean and welcoming for tourists. in Ireland they smack them right bang in the way of everyone who isn’t a waste of space. And to compound things the courts think a slap on the wrist is suitable punishment for scrotes on their 70th conviction!

      Reply
  • loads of room everyone emigrating

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  • if only flights are way to expensive hotels the same. im sure plenty would love to visit ireland fact it the cost

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    • @kellyanne, hotels are good value in Ireland and the quality is overall high. I have stayed in hotels in the US which are 2/3 star with 4 star Irish prices. (I don’t work in hotel sector). Be helpful if people started to promote the positive things for tourism such as free museums etc, national parks. Ireland has a huge amount to offer and we should be talking positive about it and help as more tourism is more jobs.

      Reply
    • Eugene is correct hotels are actually now fantastic value in Ireland, thanks to decrease in VAT and the recession forcing them to become more competitive, I’ve stayed in extremely nice hotels in Ireland for the same price as extremely poor ones in London. It’s everything else that is a crazy price.

      Reply
  • We have some fantastic ideas for mobile tourism apps which would have a positive impact on ongoing tourism, not just for the the gathering; but can we get funding to help with the development costs? Not a chance! We could get a small amount of funding for setting up a one off event for the gathering, but not for something that would have a lasting impact.

    I don’t think the government are interested in impacting on long term tourism, they just want a quick injection of tourist money via The “Money” Gathering event.

    Make Ireland Stand Out? More like “Stand and Deliver!

    Reply
  • New slogan: Ireland it’s familiar

    Reply
  • dominic 29/11/12 #

    Agree with DR re city streets populated by undesirables but the antisocial and criminal types litter once attractive quiet towns,villages even seaside areas with state and local government assistance.You’d need to be streetwise and native or local to know where to be certain of a peaceful holiday.

    Reply
  • CSO figures show a fall of 4.5% in GB visitors (Aug-Oct), so why did Tourism Ireland decide to invest in the GB market (which is in structural decline) and The Gathering, instead of in the growing BRIC countries. The Gathering will generate VFR’s (Visiting Friends & Relatives) who have far less of an impact on the economy and job creation than long haul-visitors visitors from BRIC countries who stay in hotels, rent cars and eat out more than an average VFR visitor. Now is the time to invest in the BRIC countries, as all out main competitors are doing, since the BRICs are eventually going to overtake traditional western economies due to their ageing populations. This is spelt out in the following OECD video: http://www.bitly/oecdvideo

    Reply
  • Ireland stands out for all the wrong reasons.

    I’m telling all my friends overseas to stay away – especially if they are women.

    Reply
  • “Ireland, the land of a hundred thousand welcomes (shake downs optional)”

    Reply

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