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Developing Markets BELFAST
Tourism Ireland Marketing Plans 2018
Aisling McDermott Marketing Manager Middle East & Asia
James Kenny Marketing Manager China
Visitors
Tourism Ireland | Marketing Plans 2018 3
2017: Year of Growth & Achievements
+34%
Spend +70%
NI Other Areas
% change 2017 v 2016 YTD
79m Social
Connections
348k Ireland.com
visits
British-Irish Visa Scheme
+60% Access
2017
2,000 Industry & Trade opps
£5.5m Publicity
EAV
Nights +23%
Developing Markets
China
India
Hong Kong
Qatar UAE
Tier 1
Tourism Ireland | Marketing Plans 2018 4
Tier 2 Japan
Factors Influencing Growth
Access Visas Awareness
British Irish Visa Scheme
China & India
Irish Visa Waiver Scheme
GCC
Travel Trade
Publicity
Consumer
Partnerships
Digital
+60% Access
2017
2017 Activity
Tourism Ireland | Marketing Plans 2018 6
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China
GLOBAL TOURISM BOARD PARTNERSIP | IRELAND
AUSTRALIA
CHINA
INDIA
£80,000 Tourism Ireland investment
CAMPAIGN:
MARCH – DECEMBER 2017
3 MARKETS
India
Australia
India & Middle East
Tourism Ireland | Marketing Plans 2018 8
Co-Operative
Tourism Ireland | Marketing Plans 2018 9
Publicity
Tourism Ireland | Marketing Plans 2018 10
Digital
Tourism Ireland | Marketing Plans 2018 11
Industry & Trade
Tourism Ireland | Marketing Plans 2018 12
UK & Ireland Inbound
Tourism Ireland | Marketing Plans 2018 13
UK & Ireland Inbound 2017
Britain & Ireland
Marketplace
20 Irish Suppliers
70 UK & Ire
Inbound Buyers
Explore GB
15 Irish Suppliers
300 Global Buyers
from 40 counties
Flavours of Ireland
38 Irish Suppliers
53 UK & Ire Inbound
Buyers
UK & Ireland Inbound 2017
Meet the Buyer
14 UK & Ire Inbound
Companies Attended
UK & Ireland Inbound FAM Trip
23 Buyers Attended
China
Publicity
Cover & 64p
magazine of CITIZINE
magazine
Talk show: Morning
Call Coverage from Lonely Planet
Traveler China
Digital Marketing
SinaWeibo
+19%
Increase
from Q1 –
Q3
+152%
increase
from Q1-
Q3
Trade Activities
Visit in Ctrip – the biggest OTA in China TI X Ctrip.com Online Coops
Trade Activities
Sales Mission
in Beijing,
Shanghai,
Guangzhou &
Hong Kong
TI X AY
Coops in
Chengdu ITB and
Europe
Street in
Shanghai
and Beijing
TI X EY
Offline
Trade
Seminar
Working together in 2018
Causeway Coastal
Route Belfast
Game of
Thrones
Key themes
2018 Planned Activity
Middle East
B2B and Ireland Specialists
UAE Group Sales Calls
Qatar Sales Mission
Co-op campaigns with travel trade and airlines
Dubai Duty Free Irish Open and Irish Derby
Screen Tourism: Game of Thrones and Star Wars
Game of Thrones gets over 500,000 searches per month in the UAE
PR Opportunities
China
China Sales Mission Beijing, Shanghai, Chengdu, Hong Kong (+ GZ, SZ)
Screen Tourism – Game of Thrones
China – EU Year of Tourism 2018 activities
Digital – We Chat / Sina Weibo
Co-Op with trade partners,
(Ctrip, Caissa, GZL, Utour
etc.) and airlines
UK Inbound Flavours of Ireland - UK Inbound conference
Explore GB
B2B Workshops
Enhance opportunities through UK Inbound
Support UK Inbound global
sales networks
Strengthen VisitBritain
opportunities as outlined in
MOU
India India Group Sales Calls
BIVS
Co-op opportunities with travel trade and Airlines
Screen Tourism: Bollywood, Game of Thrones, Star Wars
Game of Thrones gets over
7.2 million searches per
month in India
Irish Film Board for Bollywood
opportunities
Bollywood movies sell on
average 1.6 million tickets per
movie worldwide
Self Drive: Causeway Coastal
Route and Wild Atlantic Way
PR Opportunities
Working Together in 2018
Ireland.com & Ezines
& Trade workshops
Press releases & events
Trade & Media
Digital
Publicity
Terminal
Sales Missions 2018
China Sales Mission 7th – 12th May 2018
UAE & India Group
Sales Calls
Qatar Sales Mission February 2018
UK & Ireland Inbound 2018
3rd October 2018
1st – 2nd March 2018
30th January 2018
UK & Ireland Inbound Buyers
UK & 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 | [email protected] www.eutravelpartnerships.org
Working 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 Tourism NI are here to help your business get Halal Friendly and China ready.
THANK YOU Q & A
