Whoa! Averaging 66,000 Unique Weekly Readers! 

Local News

Giant’s Causeway attends launch of new Tourism Ireland strategy

2 Mins read
REPRO FREE 25/01/2018, Dublin – The Germany offers significant potential for Irish tourism, according to a new Tourism Ireland strategy launched by Minister of State for Tourism and Sport, Brendan Griffin TD. The strategy sets out challenging and ambitious targets which will see the island of Ireland welcome 800,000 German visitors per year by 2021, representing growth of +20%; and will see revenue generated by holiday visitors increase by +27%, to €375 million per year. PIC SHOWS: Aoife McHale, Visit Derry; Rosemary Lightbody, Tourism NI; Zoe Redmond, Tourism Ireland; Eimear Lewis, Titanic Belfast; and Alex Mehaffy, Giant’s Causeway – National Trust, at the launch of a new tourism strategy for the German market. Pic – Naoise Culhane (no repro fee) Further press info – Clair Balmer / Elaine Moore, Tourism Ireland 077 6652 7719

Germany offers significant potential for tourism, according to a new Tourism Ireland strategy.

The strategy sets out challenging and ambitious targets which will see visitor numbers from Germany grow by 20% by 2021. Germany is the third-largest market for tourism to the island of Ireland. In fact, we saw growth of +62% in revenue from German visitors in the period 2012-2016; this strong growth was driven by effective marketing and sales activity, more direct flights, as well as positive macro-economic conditions.

New research was undertaken as part of this review of the German market, in order to deepen our understanding of our target audience in Germany and how they choose their holiday destination. Key findings included:

– the island of Ireland brand (or image) needs to be more distinctive, in order to motivate German travellers to choose Ireland over our competitor destinations;

– visual stimuli, and in particular inspiring video and images, are important motivators for Germans;

– Germans need a deeper knowledge of Northern Ireland and the island of Ireland – about the breadth of things to see and do here, the costs, ease of access, our weather and also the quality of our food;

– Germans seek multiple recommendations (and reassurance) before booking and their main sources of information include friends and family, search engines and guidebooks;

– the internet is used extensively to plan and prepare for a holiday, although many holidaymakers continue to book in the traditional way, through the travel trade;

– the island of Ireland, and Northern Ireland in particular, will benefit from being more visible and topical; and

– Germans evaluate price early and often when planning their holiday, with some 53% checking out price comparison websites and online travel operators.

Niall Gibbons, CEO of Tourism Ireland, said: “Germany has performed extremely well for tourism to Northern Ireland and the island of Ireland in recent years and the future is undoubtedly bright. We believe that this is a market of considerable potential over the coming years. However, we certainly don’t take the performance for granted; we need to adapt and respond to new opportunities to ensure that success continues. I am confident that our new, focused strategy will deliver on the challenging targets we have set for growth in German visitors, between now and 2021.”

The new strategy has been developed in close co-operation with Tourism NI and Fáilte Ireland, as well a wide range of industry partners, at home and in Germany. It has identified the market segments and opportunities which will drive strong growth from Germany to Northern Ireland and the island of Ireland over the coming four years.

11104 posts

About author
An article that is attributed to the Causeway Coast Community Team has either involved multiple authors, written by a contributor or the main body of content is from a press release. Got a news-related tip you’d like to see covered on Causeway Coast Community? Email us - [email protected]
Related posts
Local News

Police noticed Lexus 'bouncing' on road

1 Mins read
FacebookTwitterPinterestWhatsAppPOLICE saw a Lexus IS200, according to a prosecutor, “bouncing about more on the road than they would have expected,” and although…
Local News

Three men arrested as part of ongoing investigations into criminality linked to north Antrim UDA

1 Mins read
FacebookTwitterPinterestWhatsAppDetectives from Causeway Coast and Glens Criminal Investigation Department have carried out three searches and made three arrests in Ballymoney today, Tuesday…
Local News

Uninsured tractor driver was 'clearing septic tank for mother's friend'

1 Mins read
FacebookTwitterPinterestWhatsAppA MAN caught driving a tractor without insurance on the Whitepark Road near Ballintoy claims he had taken it out to clear…

Leave a Reply

Your email address will not be published. Required fields are marked *