11 November 2009

St PatrickÃ¢â¬â¢s Day key to Irish tourism strategy

Tourism Ireland is to forge closer links with group organisers, coach operators, wholesalers and specialists as part of a new strategy for the UK.

The campaign will include workshops and events, as well as strengthening its relationship with the trade through the Best of Britain and Ireland Travel Trade Forum in March 2010.

It comes on the back of one of the most difficult years for tourism to the island of Ireland.

Speaking at the World Travel Market, Tourism Ireland CEO Niall Gibbons said the new campaign will target both the leisure and business tourism communities, which have suffered due to the economic climate and fluctuating currencies.

The organisation will also increase awareness of Ireland through greater engagement with the public.

"We intend to make Saint Patrick’s Day the biggest consumer event of the first quarter of 2010," said Gibbons.

"By using this event to promote Irish culture and the island of Ireland we will create a desire to visit Ireland and experience Irish culture first hand."

In response to the growing challenges that the MICE market is facing, Tourism Ireland plans to make Ireland a clear choice for buyers seeking high quality and good value venues.

Gibbons said: "Ireland is in a unique position to meet the predicament organisations and companies will find themselves in over the next three or four years - that of supplying their staff with conferences, events, seminars and incentives in an ex-UK destination that offers a high quality infrastructure of resorts, amenities, conference centres and golf and relaxation venues."

by Phil Davies