'Brand Ireland 'Targets Inbound Tourism

The Irish Republic is hoping for a financial fillip from overseas - but not this time by way of an EC-funded bailout for the beleaguered economy.

Instead, overseas tourism is being targeted for an increase in visitor numbers and in incoming revenue.

This week, the Dáil Tourism Minister Mary Hanafin launched Tourism Ireland's global marketing strategy and said that the agency's strategy aims to increase overseas tourism figures by 4% through focusing on a number of key areas.

The key factors include a focus on the United States, Great Britain, Germany and France, which are traditionally the country's largest markets, and the marketing emphasis will return to these countries.

'Brand Ireland' will use a strong, positive image of Ireland that should help it stand-out against the many other destinations - with areas such as unspolit Co Donegal (pictured here by Brian McCalden) - chasing the tourist business.

The aim is also to strengthen online marketing with significant investment to increase Ireland's online presence, and social media will be used to help engage potential holiday-makers and spread positive word-of-mouth.

The Minister said: "The Government recognises the important role that overseas tourism can play in contributing to Ireland's economic recovery in 2011 and beyond.

"Tourism Ireland sees 2011 as a turning point. They have reviewed their marketing strategy and operations, with help from industry, to ensure that they capitalise on any opportunities out there and deliver in the very changed environment that will prevail.

"They will re-emphasise the strength of the Ireland brand, to stimulate demand, so that overseas consumers will choose Ireland over the hundreds of other destinations out there chasing the same business, " she said, noting that 2010 was a difficult year in tourism, despite economic recovery in key markets, due to a slower recovery in consumer confidence.

"Despite the difficulties, Tourism Ireland still anticipates that 6.8 million people will have visited Ireland by the end of the year, generating €3.2 billion in revenue," the Minister continued, noting that, for 2011 Tourism Ireland has developed a strategy they hope will bring growth.

There will also be a focus on Our Gateways with Tourism Ireland restoring and enhancing air services to the island of Ireland, with a possible abolition of the existing airport tax.

Mary Hanafin told the conference that the €10 flight tax could be scrapped, but only if those opposed to it come up with ways of boosting visitor numbers to Ireland instead with the Minister since meeting with both Ryanair and Aer Lingus to discuss how to reverse the "alarming decline" in tourism.

Finally, Tourism Ireland will broaden the target market to include young people in the key markets.

(BMcC/GK)