PICTURED: Rose Doherty, Newbridge Silverware; Cormac Ó Suilleabháin, Tourism Ireland; and Gisèle Mansfield, Kildare Village, at the launch of a new strategy to grow tourism from Britain.
Great Britain offers considerable potential for Irish tourism, according to a new strategy launched by Minister of State for Tourism and Sport, Brendan Griffin TD, at an event attended by tourism companies from around Ireland – including Newbridge Silverware and Kildare Village.
The strategy was developed by Tourism Ireland, Fáilte Ireland and Tourism NI, in close collaboration with a wide range of industry partners, at home and in Britain.
The strategy sets out an ambitious target to grow revenue from British holidaymakers by +25%, to €705 million, by 2022 – while ensuring continued regional growth and season extension.
At a time when Britain is facing ongoing uncertainty, the new strategy provides up-to-date insights, to ensure we are best placed to tackle the challenges and to make the most out of future opportunities. It has been developed cognisant of the ongoing Brexit negotiations; and the recommendations of the strategy remain valid and can be flexed under all potential outcomes of the negotiations.
Britain continues to be a very important market for tourism to the island of Ireland, delivering 44% of all overseas visitors and around 25% of all overseas tourism revenue. In 2018, we welcomed around 4.7 million British visitors to the island of Ireland. Revenue from British holidaymakers to Ireland is up +53% since 2012.
The strategy provides new insights on:
why British holidaymakers choose the island of Ireland; and
how those holidaymakers currently behave when they’re here – both on a first-time visit and when they return.
It also shows how we can tap into these insights to unlock the economic lifetime value of a British holidaymaker.
Unlocking the lifetime value of British holidaymakers:
British holidaymakers return to the island of Ireland time and time again. A key finding of this strategy includes a change in behaviour when British holidaymakers return to Ireland. Repeat holidaymakers tend to be more adventurous; they are more likely to come for longer, spend more and venture beyond our cities into the regions. As many British holidaymakers come back time and time again, this makes them an important group to nurture.
Key priorities to ensure success will include:
identifying and building ongoing relationships with British holidaymakers;
tailoring communications more specifically to the needs of the British holidaymaker;
creating hub experiences with compelling reasons to venture beyond Dublin and Belfast; and
further developing appropriate access to, and within, the island of Ireland – to support short breaks.