Tourism Ireland Team Europe focuses in on the key markets of Germany, France, Spain, Italy, the Netherlands and Belgium (BeNe), the Nordics, Austria and Switzerland, which together, accounted for 3.78 million overseas trips globally in 2019.
In 2019, Mainland Europe visitor numbers to Ireland are estimated at 3.7 million, and when in Ireland, our European visitors spent approx €1.9 bn, generating 30 million or 43% of Ireland’s total overseas bednights. Germany and France are the two largest markets, and we have been seeing good growth trends for Spain, Italy and Northern Europe, as well as Austria and Switzerland, both of which have benefited from new direct access into Dublin and Cork, and in 2020, from Vienna direct to Shannon.
Although 2020 has presented enormous difficulties for travel to Ireland from Europe, Tourism Ireland research suggests that, as close in markets, Europeans will be the first to begin travelling again. And once they can travel again, our culturally curious visitors have put Ireland close to the top of their consideration set for future international travel. When the time is right to travel, they will be looking for wide open spaces, land -and-seascapes, and getting away from it all, all of which the island of Ireland can offer in abundance. Repeat visitors and European VFR visitors are likely to represent good target opportunities as they indicate a preference for visiting places that are familiar to them.
Our 8 office teams in Europe have been keeping the Ireland brand image alive during 2020 through our social channels, with our #FYHWI campaign, and we have been working closely with our trade partners, as they adapt their programs to the new normal. In 2021, and when the time is right to begin promoting Ireland again, we will be glad to work with you to promote your business in Europe.
Our focus will be on recovery and sales facilitation, and each of the markets will post details of the activities you can participate in, such as on- line events, networking opportunities and when possible, trade and media familiarisation trips. Please contact the markets directly to discuss our consumer opportunities, such as social media campaigns, through our #FillyourheartwithIreland social media program, competition prizes, exposure in our ezines and bespoke cooperative marketing campaigns, designed by our digital experts.
Please check this site regularly as, once the time is right, we will be creating new opportunities in each market as the year progresses – or alternatively please contact directly the market contact in each office, who will be pleased to help you.
TI Contact Europe office: Charlotte Still