Tourism Ireland's 2024 Marketing Plan Focuses on Growing Revenue, Expanding Off-Peak Tourism and Integrating Sustainabiity

Alice Mansergh, Chief Executive Designate of Tourism Ireland; and Tourism Minister Catherine Martin, at the launch of Tourism Ireland’s 2024 marketing plan in Dublin.

(January 9, 2024) -- Tourism Ireland today presented details of its marketing strategy to promote the island of Ireland overseas in 2024,  attended by Tourism Minister Catherine Martin and 550 tourism industry leaders from around the country.

Ireland's marketing strategy calls for increasing tourism revenue by 5.6% for the next six years leading to 2030 and boosting the off-season revenue by 6.5%, while also integrating the tenets of sustainability across the entire tourism sector. 

To achieve these revenue goals, Tourism Ireland has budgeted €70 million for an extensive and targeted marketing program.

Part of that budget, said Tourism Minister Catherine Martin, includes an "additional funding of €10 million for overseas marketing of Ireland as a leading holiday destination."

Minister Martin added that culture and sports in Tourism Ireland's overseas marketing communications "can play an important role in helping potential visitors to envisage and appreciate some of the unique aspects of a holiday on the island of Ireland and recognize the island as a top location for sporting events."

In addition, Minister Martin said her department is developing a new policy framework to integrate "sustainability – environmental, economic and societal – across the entire tourism sector. The framework will shape how our tourism industry develops in to the future.... in a manner that is consistent with our broader sustainability targets and ensures that Ireland will be a brand leader in sustainable tourism."

Chief Executive Designate of Tourism Ireland Alice Mansergh said, “In 2024, our aim is to increase the value of overseas tourism to the island of Ireland, sustainably supporting economies, communities and the environment....by inspiring overseas visitors and strengthening strategic partnerships. Our message is that the island of Ireland has so much to offer across regions and seasons. We will be showcasing iconic reasons to travel here, expanding people’s bucket lists from best-known spots to our hidden gems." 

In addition, Mansergh said, 2024 "marks the 10th anniversary of the Wild Atlantic Way, providing Tourism Ireland with another great hook to showcase the iconic route." She cited Tourism Ireland's strong partnership with Fáilte Ireland and Tourism NI as being instrumental in developing iconic projects and activities that are marketable overseas. 

Ireland's potential to increase tourism in the off-peak months between October and May offers real potential to attract overseas visitors. Hotel occupancy is 88% in the summer months, but drops to 73% in the off-season, offering incredible room for growth.

Examples of off-peak events that can attract visitors include Halloween in October, which originated on the island of Ireland around 2,000 years ago; the Christmas and holiday season, when Ireland shares its storied holiday traditions, foods and festivities;  TradFest in January, a dazzling display of top Irish and folk music; the Brigid Festival in February in Kildare, an 11-day celebration of music, cuisine, art and spirituality honoring St. Brigid, matron saint of Ireland, and finally, the St. Patrick's Day Parade Festival in Dublin each March, which draws participants from around the world.

Tourism Ireland officials say the marketing strategy will "focus on tourists with ‘value adding tourism traits,' in other words, people who have funds to travel, who prize memorable experiences and tend to travel around regions and across seasons." 

Following the marketing presentation in Dublin on January 9, Tourism Ireland travels to Belfast for a presentation on January 11, 2024. 

Tourism Ireland is responsible for marketing the island of Ireland overseas as a leading holiday destination.  It was established as one of the "six areas of co-operation" under the framework of the Belfast Agreement of Good Friday 1998.