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2018 Tourism Ireland Marketing Plans
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2018
Tourism Ireland
Marketing Plans
Shane Clarke Director, Corporate Services & Policy
#TI2018
Joan O’Shaughnessy Chairman
Niall Gibbons Chief Executive
Highlights 2017
Republic of Ireland 2017 Forecast
€4.94bn
Revenue
+6.5%
8.98m
Visitors
+2.7%
225,000 jobs
Island of Ireland 2017 Forecast
€5.78bn
Revenue
+6.7%
10.65m
Visitors
+3.2%
286,000 jobs
€1.9bn
Revenue
+7.6%
3.4m
Visitors
+4.7%
Mainland Europe Island of Ireland Forecast
€1.67bn
Revenue
+14.5%
1.83m
Visitors
+16.7%
North America Island of Ireland Forecast
€1.5bn
Revenue
-3.6%
4.68m
Visitors
-3.8%
Great Britain Island of Ireland Forecast
€678m
Revenue
+12%
705k
Visitors
+16.7%
Australia & Developing markets Island of Ireland Forecast
Great Britain
North America
Mainland Europe
Australia &
Developing Markets
Market Ranking
1
2014
Mainland Europe €1.4bn
2 Great Britain €1.3bn
3 North America €1bn
4 Australia &
Developing Markets €506m
+37%
+62%
+16%
+34%
2017
€1.93bn
€1.7bn
€1.5bn
€678m
Market Environment
Strategic Direction
Market diversification
Regional/ seasonal growth
Ireland
messaging
Positive Factors
VAT Consumer confidence
Screen
Tourism Access
Access Derry/London
derry
Belfast City
Seattle–DUB
Hong Kong–DUB
Helsinki–DUB Montreal–DUB
Toronto–SNN Munich–DUB
Stuttgart–DUB
Philadelphia–DUB
Miami–DUB
569,000
Seats Summer 2018
+3%
Challenges
Competitive-
ness Brexit
Brand Health Capacity
Brexit
Collaboration Research Fáilte Ireland Brexit Kit
Who we are Targeting
Culturally Curious
Social Energisers
Promotional Themes
Wild Atlantic Way Ireland’s Ancient East Dublin
Causeway Coastal Route Belfast Screen Tourism
Mainland Europe
€382m
Food & Culture Partnership
2021 Holiday
Revenue +27% Visitors +20%
Keeping Ireland
top of mind
2018 Access +12%
Leveraging Strong Partnerships
DE
20m 2017 Reach
+70% Exposure
DE
France
Car Touring Keeping Ireland
top of mind
FR
20m Reach
Car Touring and Regionality
FR
+70% Capacity
Passenger spaces
+60,000 (Jul-Sep)
Extending the Season
ES
NL
ES
Mainland Europe 2018 Growth Forecast
€2.04bn
Revenue
+6%
3.57m
Visitors
+4%
North America
€1.26bn
Keep Ireland
top of mind Access
New Brand Partnerships
Value for
money
2021
Holiday Revenue
+33%
Visitors
+23%
+15%
+8%
Exploiting Access
21
Gateways
62,000
Seats
Organic views
+15%
US
Awaiting video
85m Impressions
New Brand Partnerships
US
CA
New York & Beverly Hills
+3.5m Top customers
Sales Missions 2018
Victoria
Vancouver
Kelowna
Toronto
Halifax
Ottawa
Seattle
Boston
Irvine
Chicago
San José
Thousand Oaks
Atlanta
Tampa
Houston
North America 2018 Growth Forecast
€1.78bn
Revenue
+7%
1.93m
Visitors
+5%
Great Britain
Great Britain
Culturally Curious
Trusted Media
Partnerships
Competitive-
ness
Regionality &
Seasonality
More emphasis on Culturally Curious
100 events
across GB
Media Partnerships
Alexander Armstrong
Brexit Response
Photos FAM trip
Donegal
Season Extension and Regional Growth
Great Britain 2018 Growth Forecast
€1.5bn
Revenue
+0%
4.58m
Visitors
-2%
Australia & Developing Markets
Australia & Developing Markets
Access Sales Missions
Access
+10%
Visas
Sales Missions 2018
2018
AU CN HK
UAE QA IN
14 cities
NZ
Partnership and Seasonality
Australia & Developing Markets 2018 Growth Forecast
€734m
Revenue
+8%
747k
Visitors
+6%
…and a lot more…
Leveraging our Digital Footprint
19.3m
Visits 2017
4.5m
Referrals
Social Media Reach
Sina Weibo
#3 35.9m views
YouTube
#4 451k followers
Google+
We Chat
#4 4m+ fans
Avg. 200 friends 800m+ reach
Tourism Ireland e-Symposium
FUTURE TOURISM Shaping our Strategic Response to Exponential Change
MAR
1 Gerd
Leonhard
Overseas Publicity
€327m EAV
Screen Tourism
104m Reach
€16.5m EAV
120m Reach
€23m EAV
30+ Awards
Global Greening
‘Effectiveness of
marketing and branding to
attract tourists’
#3 in the world
2018 Targets Island of Ireland
€6bn
Revenue
+5%
10.8m
Visitors
+2%
Thank You
