Tourism Ireland will increase its marketing spending by €10 million in 2019, to €45 million, and will launch its first new global advertising campaign in seven years.
The additional funding will allow Tourism Ireland to “significantly strengthen” its marketing programmes for the island of Ireland next year.
Tourism Ireland’s new global campaign – ‘Fill your Heart with Ireland’ – will launch in December in Britain, as well as the US, France and Germany.
From January 2019, it will be introduced to more than 20 markets around the globe.
It will include TV, cinema, print, outdoor and online ads, as well as content for social platforms. The campaign will feature less-visited attractions and locations, and aims to attract visitors all year round.
The organisation is targeting record numbers again next year and aims to increase overseas tourism revenue in 2019 to €6.5 billion – a rise of 6% year-on-year – and visitor numbers to 11.67 million, up by 4%.
Irish tourism minister Shane Ross TD said: “While there are challenges for Irish tourism as a consequence of Brexit, I am confident that the tourism industry can adapt quickly to enable continued growth from international markets.
“The additional funding that I secured for the sector in the recent budget will strengthen Tourism Ireland’s marketing in key markets throughout 2019.
“With a new global marketing campaign, the first for some years, launched across the world, we look forward to building on our recent success by continuing to grow in a manner that is sustainable.”
Estimates show that international visitors are expected to spend €6.1 billion in 2018, up 10% year-on-year. Visitor numbers are forecast to be 11.2 million, a 6% increase on 2017, with growth recorded from all markets.
Tourism Ireland said in a statement: “2019 will undoubtedly present some challenges – not least the continued uncertainty around Brexit, which may impact on consumer confidence and, in turn, on outbound travel from Britain.
“Competitiveness and value for money will continue to be a key message for us in Britain and elsewhere next year. Other challenges include economic and geopolitical uncertainty, as well as the potential for oil price inflation.”
New flights for 2019 include a Ryanair service from East Midlands airport to Shannon.
Pictured: Ha’penny Bridge, Dublin.
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