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Tourism Ireland revealed its 2024 international marketing strategy, aiming to propel Ireland to the forefront of global tourism. In a press conference attended by over 500 leaders in the tourism sector, Tourism Minister Catherine Martin unveiled ambitious plans to enhance the economic impact of international tourism. The objective is to increase revenue by 5.6% annually until 2030, with a particular emphasis on driving economic benefits for communities, especially during off-peak seasons, anticipating a growth rate of 6.5% annually.

For 2024, Tourism Ireland is set to implement a comprehensive marketing campaign, backed by a €70 million budget. The year is deemed a pivotal opportunity for international tourism, leveraging Ireland’s high-quality offerings, strong industry commitment, and robust international travel trade relationships. The focus will be on expanding revenue opportunities year-round, leveraging Ireland’s unique stories and cultural events, including the historically rooted Halloween celebration dating back 2,000 years.

Tourism Ireland’s 2024 strategy involves data-driven marketing to effectively target high-value international tourists seeking unique experiences across various regions and seasons.

Speaking at the event, Tourism Minister Catherine Martin emphasized the government’s dedication to the tourism industry and its pivotal role in the economy. She highlighted an additional €10 million allocated to market Ireland as a premier holiday destination in 2024. The Minister underscored the role of Tourism Ireland’s marketing efforts in showcasing Irish culture and sports to attract visitors. Additionally, she mentioned the development of a new national tourism policy focusing on sustainability aligned with broader goals.

Alice Mansergh, Chief Executive Designate of Tourism Ireland, reflected on 2023 as the first full year of tourism post-pandemic, emphasizing extensive marketing efforts. For 2024, the goal is to grow international tourism’s value sustainably, benefitting economies and communities while prioritizing environmental protection. The strategy includes promoting Ireland’s diverse attractions, from well-known sites to hidden treasures. The year also marks the 10th anniversary of the Wild Atlantic Way, providing an additional highlight for promotion.

Mansergh acknowledged the uneven recovery in the tourism sector post-Covid and ongoing challenges. Tourism Ireland aims to remain adaptable, focusing on demand shaping and capacity utilization throughout the year. The organization will continue its strong partnership with Fáilte Ireland and Tourism NI, collaborating on projects such as the Wild Atlantic Way anniversary, Home of Halloween, Business Events, and sustainability certification.