Tourism Ireland launches 2003 marketing plan

Tourism Ireland and Bord Fáilte have jointly launched details of their marketing plans for 2003 to the tourism industry.

With responsibility for promoting the island of Ireland on the world stage, Tourism Ireland has set out its plans for 2003, aiming to increase all island visitor numbers by 5% on this year to over 7.5 million, within which the target for Northern Ireland is for 8% growth in visitors. Such growth would exceed the WTO forecast of an annual travel growth rate of 4.1% for the world and 3% for Europe. Visitor revenue growth is targeted to increase by 10%.

In 2003 Bord Fáilte will be responsible for strategy and plans for marketing to the vital domestic market as well as for the marketing of activity and attraction holidays both in Ireland, and throughout the world in conjunction with Tourism Ireland. The targets for the domestic market are the frequency of short breaks taken in Ireland and to promote the regional spread of such visits.

Initial forecasts for 2002 predict that despite all of the difficulties, there will be a return to some growth in visitor numbers and that a significant proportion of the business lost in 2001 has been recaptured. If realised, this will see the industry come very close to achieving the “best case” scenario envisaged at the end of 2001.

However, Tourism Ireland says this achievement masks a number of challenges for the industry, most notably the change in ‘mix’ of visitors which sees a decline in visitor numbers from the long-staying United States market, and a trend towards independent travel and shorter breaks.

Targeting an overall growth of 5% in international visitors next year, Tourism Ireland expects Britain and Europe to continue to perform well, aiming for 5% growth in the UK market and 4% in Europe. Despite the difficulties experienced in the North America market this year, Tourism Ireland is targeting 10% growth in this market, the highest growth target of any market in 2003.

Tourism Ireland said the reinstatement of the Aer Lingus Baltimore service and the recent US Airways announcement of a new direct service Philadelphia to Dublin and Shannon next year are significant factors in setting this target.

Speaking at the launch event, Tourism Ireland’s Chief Executive Paul O’Toole said: “Working together with Bord Fáilte, the Northern Ireland Tourist Board and the industry I am confident that our overseas marketing plan forms a solid basis for continuing to achieve market gains and build sustainable growth “said Paul O’Toole.

Tourism Ireland said Bord Fáilte’s strong links with the trade will also be developed through enhanced website facilities, development programmes, the new Irish Welcome Awards scheme and the annual Travel Trade workshop which will be held in Killarney in May 2003.

Commenting on Bord Failte’s 2003 plans, acting Chief Executive Niall Reddy said: “The coming year will also see legislation to effect the merging of Bord Fáilte and CERT into one body – Fáilte Ireland, which will be tasked with all marketing and development of the tourism industry in this country.”