Tourism Ireland announces a global marketing effort for 2024.

At a meeting today with Tourism Minister Catherine Martin and some 550 leaders from the country's tourism industry, Tourism Ireland announced its marketing strategy and plans for promoting Ireland abroad in 2024.By 2030, Tourism Ireland hopes to have considerably increased the economic contribution of foreign travel to Ireland, with an annual revenue growth rate of +5.6% during the next six years. Furthermore, the group is committed to supporting the island's local economy by raising revenue during off-peak seasons in different regions by +6.5% on average per year until 2030.With a €70 million marketing budget, Tourism Ireland plans to introduce a broad and targeted campaign in 2024.Ireland's highly regarded tourism products, a committed industry, and solid international travel trade relationships are expected to make 2024 a critical year for luring foreign visitors. Using available capacity presents an obvious potential to increase revenue, especially during the off-peak season. In addition, Ireland is well-positioned to enthrall prospective tourists with its rich storytelling, which includes the 2,000-year history of Halloween on the island.In 2024, Tourism Ireland is determined to take advantage of these prospects by implementing data-driven marketing tactics. Through the dynamic delivery of tailored communications to specific audiences at the most advantageous moments, the organization hopes to draw in high-value foreign visitors by matching supply with demand. The focus will be on drawing travelers who, in addition to having the means to do so, are also on the lookout for meaningful experiences and have a propensity to visit various locations all year round."The Government remains fully committed to this vitally important industry and to strengthening tourism as a fundamental part of our economy for the long term," said Tourism Minister Catherine Martin during her remarks at the event. The budget for 2024 has allocated an extra €10 million to promote Ireland as a top vacation destination abroad.

"Tourism Ireland's work abroad complements and is complemented by other sectors falling under my Department's purview. For instance, how culture and sport are portrayed in Tourism Ireland's marketing materials for international audiences can have a significant impact on prospective travelers' ability to envision and recognize some of the special features of vacationing on the island of Ireland and identify it as a premier venue for sporting events.The creation of a new national framework for tourism policies that will integrate sustainability—economic, social, and environmental—across the board for the industry is being advanced by my department. The framework will influence future developments in our tourism sector. In this sense, I want to see the industry expand, but I also want it to grow in a way that keeps up with our larger sustainability goals and makes Ireland a leader in sustainable tourism.