Developing Markets DUBLIN - Tourism Ireland Marketing Plans 2018
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Tourism Ireland Marketing Plans 2018 Developing Markets DUBLIN
Aisling McDermott
Marketing Manager Middle East & Asia
James Kenny
Marketing Manager China
2017: Year of Growth & Achievements for DM
Visitors +18% British-Irish €14m 79m
Visa Scheme Publicity Social
EAV Connections
Spend +12%
Nights +11% +60%
Access
2017
2,300
Industry &
Trade opps
348k
Ireland.com
visits
3
Developing Markets
Tier 1
Tier 2 Japan
China
Qatar UAE
Hong Kong
India
Tourism Ireland | Marketing Plans 2018 4
Factors Influencing Growth
Access Visas Awareness
British Irish Visa Scheme Travel Trade
China & India
Publicity
Irish Visa Waiver Scheme Consumer
GCC Partnerships
Digital
+60%
Access
2017
2017 Activity
GLOBAL TOURISM BOARD PARTNERSHIP |
IRELAND
China
India
3 MARKETS
Developing Markets Investment –
€99,000
Australia
CAMPAIGN:
MARCH – DECEMBER 2017
India & Middle East
Co-Operative
Publicity
Digital
Industry & Trade
GB & Ireland Inbound
GB & Ireland Inbound 2017
Flavours of Ireland 2017 Britain & Ireland Explore GB 2017
Marketplace 2017
• 38 Island of Ireland • 15 Island of Ireland
Suppliers • 20 Island of Ireland Suppliers
• 53 GB & Ireland Buyers Suppliers • 300 Global Buyers from
• 70 GB & Ireland Buyers 40 CountriesGB & Ireland Inbound 2017
Meitheal 2017 GB & Ireland Inbound FAM Trip October 2017
30 GB & Ireland Companies Attended 23 GB & Ireland Buyers AttendedChina
Publicity Cover & 64p Coverage from Lonely Planet Talk show: Morning magazine of CITIZINE Traveler China Call magazine
Digital Marketing
SinaWeibo WeChat
+19% +152%
Increase increase
from Q1 – from Q1-
Q3 Q3Trade Activities — 2017 Visit in Ctrip – the biggest OTA in China TI X Ctrip.com Online Coops
Trade Activities
TI X AY
Coops in
ITB and
Chengdu
Europe
Street in
Shanghai
and Beijing
Sales Mission
in Beijing, TI X EY
Shanghai, Offline
Guangzhou & Trade
Hong Kong SeminarWorking together in 2018
Key themes Wild Atlantic Way Dublin Ireland’s Ancient East Star Wars
2018 Planned Activity
China Middle East India GB & Ireland
China Sales Mission Beijing, B2B and Ireland Specialists India Group Sales Calls Inbound
Shanghai, Chengdu, Hong BIVS
UAE Group Sales Calls Britain & Ireland Marketplace
Kong (+GZ and SZ)
Co-op opportunities with
travel trade and Airlines Explore GB
New air route launch(es) Qatar Sales Mission
Screen Tourism: Bollywood, B2B Workshops
Screen Tourism Co-op campaigns with travel
Game of Thrones, Star Wars Flavours of Ireland
trade and airlines
EU – China YOT Activities
across China and Europe Game of Thrones gets over
Dubai Duty Free Irish Open Support GB + Ireland
7.2 million searches per
Inbound global sales
Digital – We Chat / Sina and Irish Derby month in India
Weibo, Youku etc. operators
Screen Tourism: Game of Irish Film Board for Bollywood
Thrones and Star Wars Strengthen VisitBritain
Co-Op with trade partners, opportunities
Game of Thrones gets over opportunities as outlined in
(Ctrip, Caissa, CITS, GZL, Bollywood movies sell on MOU
500,000 searches per month
Utour) etc. in the UAE average 1.6 million tickets per
movie worldwide
PR Opportunities
Self Drive: Causeway Coastal
Route and Wild Atlantic Way
PR OpportunitiesSales Missions
China Sales Mission
7th – 12th May 2018
UAE & India
Group Sales Calls
Qatar Sales Mission
February 2018Working Together in 2018
Ireland.com & Ezines Digital
& Trade workshops Terminal
Press releases & events Publicity
Trade & MediaGB & Ireland Inbound 2018
Targets China & US B2B Matchmaking Events 2018 & 2019
“Partnerships in European Tourism” is an EU initiative aimed at supporting EU tourism
businesses wishing to expand into the Chinese and US markets
8 B2B platforms in China, US and Europe
8 different product themes
Partnership with a similar business within Europe is essential
Events are free to attend
For more information contact
Breige Coward | bcoward@tourismireland.com
Colleen McEnroy | cmcenroy@tourismireland.com
www.eutravelpartnerships.orgGB & Ireland Inbound 2018
30th January 2018
1st – 2nd March 2018
3rd October 2018
UK & Ireland Inbound BuyersWorking with DM Markets
Halal Friendly & China Ready Ireland
Over 60,000 Muslims live on the island of Ireland so there is a wide variety of
mosques and halal friendly food options which are easily accessible to visitors
from the Middle East. Tourism Ireland and Failte Ireland are here to help your
business get Halal Friendly and China ready.Tourism Ireland Industry Opportunities Website
Thank You Q&A
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