Scaling New
Heights
Marketing
Plans 2016
Dublin Monday 30 November 2015
Paschal
Donohoe TD Minister for Transport, Tourism and Sport
Niall
Gibbons Chief Executive
Scaling New
Heights
Visitor Growth 2010 - 2015
Visitor Growth 2010 - 2015
Visitor Growth 2010 - 2015
Visitor Growth 2010 - 2015
Ireland accounts
for 10% of all
US visits to Europe
North America
Visits to Ireland from Europe
are growing three times
faster than visits to other
countries in Europe
Mainland Europe
Visits from GB to Ireland are
growing 33% faster than visits to
other European destinations
Great Britain
Spending by visitors
from long haul
markets will exceed
€500M
this year ADM
2015 – Best Ever Year
+13%
+11%
+14%
+14%
+13% Visitors
CSO Jan - Oct 2015
Million
V I S I T O R S
Billion 7.9M
visitors
€X.XBn
revenue
R E V E N U E
2015 Outturn
Ireland is Strong
World-class branding
No.5 in the world
Investing for Growth
Culturally Curious Social Energisers Great Escapers
60% 30% 10%
Easier to get here
Ireland’s Ancient East Ad
16.5M views
2015
+21% visits
Jan-Oct
+71% growth via
mobile
Our digital footprint
Social Media Reach
#3 in the world
3.3m+ Fans
Avg. 200 Friends
Reach of 700m+
#2 in the world
317,000 Followers
#2 in the world
21m+ views
Community
Engagement
Overseas Publicity
€320
M EAV
Overseas Publicity
€320
M EAV
Overseas Publicity
€320
M EAV
Digital Publicity
Campaigns with partners
€9.6M co-funded
Campaigns with partners
€9.6M co-funded
Campaigns with partners
€9.6M co-funded
Campaigns with partners
€9.6M co-funded
Season Extension
Italy REVIEW
Spain REVIEW
www.tourismireland.com/industryopportunities
Scaling New
Heights
2016 – Targets
Million
V I S I T O R S
Billion
R E V E N U E
B E S T Y E A R E V E R