Tourism Ireland said today it aims to increase the overall economic value of overseas tourism to the island of Ireland, growing revenue by an average of 5.6% per year over the next six years to 2030.
The organisation will also sustainably support the economies of communities across the island, growing revenue to the regions outside of the peak season by an average of 6.5% every year to 2030.
Tourism Ireland said it plans to roll out an extensive and targeted programme of activity with a marketing budget of €70m for this year, adding that it believes 2024 will offer significant opportunity for overseas tourism.
It launched details of its marketing strategy and plan to promote the island of Ireland overseas this year at an event attended by Tourism Minister Catherine Martin and around 550 tourism industry leaders from around the country today.
It said it believes that 2024 offers significant opportunity for overseas tourism, adding that Ireland has an award-winning tourism product, a committed industry and "excellent relationships" in place with the international travel trade.
"There are opportunities to grow revenue, especially outside of the peak season when there is capacity ready to be filled," it added.
Using data-driven marketing, Tourism Ireland said it plans to serve the right message to the right audience at the right time - thus stimulating demand from high value overseas tourists and matching demand to supply.
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It said it will focus on tourists with "value adding tourism traits" - people who have funds to travel, who prize memorable experiences and tend to travel around regions and across seasons.
Alice Mansergh, chief executive designate of Tourism Ireland, noted that 2023 was the first full year of trading for tourism since the pandemic.
"In 2024, our aim is to increase the value of overseas tourism to the island of Ireland, sustainably supporting economies, communities and the environment. We will do so by inspiring overseas visitors and strengthening strategic partnerships," she said.
"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," she said.
"It's an exciting year ahead, as this year marks the 10th anniversary of the Wild Atlantic Way, providing Tourism Ireland with another great hook to showcase the iconic route," she added.
She also said she knows the recovery in our industry is not evenly spread and tourism continues to face headwinds.
"Tourism Ireland will remain flexible and agile to face the changing environment of the future. We will work to mitigate any challenges as we shape demand to fill available capacity right across the island and throughout the year," the CEO designate said.
"Through enhanced consumer targeting and messaging, we will win the hearts and minds of potential overseas visitors and grow the value of overseas tourism," she stated.
Speaking on Morning Ireland, Alice Mansergh said that Ireland's reputation overseas is a healthy one despite recent events like the Dublin riots.
She said the riots made international news but the press cycle then moved on.
But she warned it is important that Ireland's valuable reputation is taken for granted and events like those in Dublin do not become commonplace.
Awareness of the island of Ireland as a holiday destination is high relative to the size of the country, she said, and people come here for the country's outstanding scenery and warm welcome.
She also said that capacity is a challenge but also an opportunity.
Those hotels currently in tourism have 88% room occupancy in the Summer months but there is just 73% occupancy from October to May, she said.
Tourism Minister Catherine Martin said the Government remains fully committed to this vitally important industry and to strengthening tourism as a fundamental part of the economy for the long-term.
"Budget 2024 has maintained additional funding of €10m for overseas marketing of Ireland as a leading holiday destination," she added.
