Tourism Ireland and Leo Varadkar have launched a €19million promotional campaign, to boost late-season travel to Ireland from around the world during the last few months of The Gathering.

Tourism Ireland and Leo Varadkar have launched a €19million promotional campaign, to boost late-season travel to Ireland from around the world during the last few months of The Gathering.

The event aims to highlight the numerous festivals and events that take place around Ireland during the autumn season – many with a Gathering theme this year.

Some of the events include the Dublin Festival Season (which includes the Dublin Theatre Festival, Open House Dublin and the Bram Stoker Festival), the Belfast Festival at Queens, Wexford Festival Opera, Westport Food Festival, Waterford Harvest Food Festival, Cork Jazz Festival and the Galway International Oyster and Seafood Festival.

A special focus will be placed on highlighting the New Year’s Eve event in Dublin – NYE 2014 – which is the grand finale of The Gathering and which looks set to be even bigger than last year's event.

The campaign – which is being rolled out in Great Britain, the United States, Mainland Europe, Australia and emerging markets – will incorporate a major focus on city breaks as well as on attracting visitors to more rural areas over the coming months.

Leo Varadkar, Minister for Transport, Tourism & Sport, said: “It’s been a great year for Irish tourism so far with a 6% increase in visitors. There are still lots of great festivals for the Gathering between now and New Year. This €19 million campaign will help keep momentum going, and has been fine-tuned for key markets who are likely to visit.”

Tourism Ireland CEO Niall Gibbons said: “Our autumn campaign aims to take advantage of late booking trends in our target markets, as there is still plenty of business to play for. Many people are opting for shorter holiday breaks and autumn is a good opportunity with many world-class festivals and events happening around the island. In association with our tourism partners, we have enticing autumn/winter packages to offer, developed around festivals and themes such as food, music, literature and the arts.”

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