Tourism Ireland is responsible for marketing the island of Ireland overseas, as a holiday and business tourism destination. We actively promote Ireland in 22 markets across the world and reach a global audience of over 700 million each year. Targeted marketing activity includes advertising online, on TV and outdoor sites, in cinemas and in newspapers and magazines, eMarketing, overseas publicity, co-operative marketing with carriers and other partners and a number of promotions directed at the travel trade and consumers.
Priority markets for the island of Ireland are Great Britain, the United States, Germany and France which together deliver the majority of our overseas visitors. Promotional programmes are also rolled out across Northern and Southern Europe, Australia, New Zealand and the Middle East, as well as China, India, and Russia.
Working with overseas travel, lifestyle and special interest media is an important element of the overseas promotional programme. Each year, Tourism Ireland and our sister agency Failte Ireland welcome over 1,000 journalists, providing thousands of opportunities for potential visitors around the world to read, hear or watch positive messages about the island of Ireland.
Tourism Ireland also continues to leverage its strength in digital and social media – especially important in developing new ways of reaching, and connecting more frequently, with our target audiences. We are one of the most popular tourism boards in the world on social media and our international website www.ireland.com attracted 19 million visitors in 2016.