Annual Report 2011 Downhill Strand, Londonderry Xx Tourism Ireland Annual Report 2011 1 Contents 2 Chairman’s Statement 6 Chief Executive’s Review 10 Tourism Ireland Board 13 Overview of Markets 20 Overview of Central Marketing 24 Overview of Corporate Services 27 Report and Financial Statements 2 Tourism Ireland Annual Report 2011 Chairman’s Statement 2011 saw a welcome return economic circumstances. Despite to growth in overseas visitor the continuing economic turmoil, numbers to the island of Ireland, 2011 closed on a note of cautious following a very challenging few optimism, with the focus for 2012 years for the industry. firmly on building on the return to growth in overseas tourism numbers. Overall, economic growth forecasts were mildly positive in the United States and in key emerging markets Strategic Priorities in 2011. Recovery in Great Britain In planning for 2011, Tourism remains fragile, as is evidenced by Ireland undertook a comprehensive the return to negative growth in the Brian Ambrose review of its marketing strategy to first quarter of 2012. After a strong Chairman ensure that our efforts would be Temple Bar, Dublin Bar, Temple start to 2011 for the Eurozone, concentrated on the markets and growth prospects weakened in the areas that would deliver the greatest final quarter, with credit conditions return. The review informed the tightening in Europe and major development of a marketing strategy fiscal cutbacks in many countries. and action plan for 2011 which Uncertainty in the Eurozone towards included the development of a new the end of the year also contributed global advertising campaign, ‘Jump to a marked slowdown in world into Ireland’. The new campaign was trade and impacted upon consumer unveiled to stakeholders in late 2011, confidence at home and overseas. for roll out across markets in 2012, Against the backdrop of a slower-than- reaching up to 200 million people anticipated global economic recovery, across the world. The new suite of the tourism industry proved to be advertising – for TV, cinema, radio, resilient and encouragingly, provisional press, outdoor and online – presents data suggests that market share grew the destination in a way that clearly in most of our key markets in 2011, differentiates us from our competitors. a strong performance in difficult The tagline for the new campaign – ‘Jump into Ireland’ – is designed to Xx Tourism Ireland Annual Report 2011 3 convey a sense of fun and enjoyment. promotional campaigns with air and Northern Ireland It was developed in consultation with sea carriers and case-making with An important element of Tourism a wide range of stakeholders at home airports and airlines to support the Ireland’s mandate is to support and overseas and tested strongly restoration of services. Northern Ireland to realise its tourism among consumers. Focus on the Diaspora was increased potential. Tourism Ireland promotes The top four markets which deliver significantly in 2011. Over 70 million Northern Ireland as part of our global three-quarters of our visitors – Great people worldwide claim links with destination marketing programmes Britain, the United States, Germany the island of Ireland. Tourism Ireland and also undertakes specific, and France – were identified as the worked to exploit this interest in 2011 additional marketing activity, in priority for Tourism Ireland in 2011. in major markets – including Great partnership with the Northern Ireland Restoring the Great Britain market Britain, the United States and Australia Tourist Board and Northern Ireland to growth was a critically important – to capitalise on the recent availability industry partners. objective for Tourism Ireland in of online census records. Genealogy We were delighted, during 2011, to 2011. Marketing spend in Britain was selected as a key theme of the achieve a significant increase in the was increased by +30% to deliver marketing push in the United States, number of Northern Ireland industry on this objective. The historic visit building on the visit of President partners who participated in our of Queen Elizabeth II to Ireland in Obama in May. Tourism Ireland also overseas promotional programmes May gave Tourism Ireland a superb continued to target the Ulster Scots or across a range of markets. This was platform for its marketing campaigns Scots Irish communities, particularly essential in helping us to bring the in Great Britain. I am confident that in the United States and Canada, with Northern Ireland holiday experience to both historic visits by Queen Elizabeth invitations to visit the home of their life and as we sought to prepare the II and US President Barack Obama, ancestors in Northern Ireland. With way for Northern Ireland’s special year which received widespread and the announcement by the Minister of of ni2012. positive exposure in media across Transport, Tourism and Sport of ‘The the world, have provided a welcome Gathering Ireland 2013’, an invitation Specific Northern Ireland-focused boost for tourism to the island. to the Irish Diaspora around the world initiatives included the roll out of to come and join in Ireland’s renewal, the ‘Home of Champions’ golf Restoring and enhancing air services Tourism Ireland will further develop its advertising campaign, designed to was also a major strategic focus focus on the Diaspora in the second capitalise on Darren Clarke’s great for Tourism Ireland in 2011. This half of 2012. British Open victory at Royal St included investment in co-operative 4 Tourism Ireland Annual Report 2011 George’s and previous wins by Rory to presenting all regions prominently Acknowledgements McIlroy and Graeme McDowell in in our global destination marketing My Board is grateful to both the US Open championship. Belfast programmes. our sponsor departments (the and Londonderry were promoted Regional campaigns were promoted Department of Transport, Tourism as city breaks in Great Britain, in Great Britain, the United States, and Sport in the South and the where motoring holidays were also Germany, France and other key Department of Enterprise, Trade and highlighted. And, the MTV Europe markets. The Solheim Cup at Killeen Investment in Northern Ireland) for Music Awards, the biggest music Castle in September provided a the provision of additional funding event ever staged in Northern Ireland, valuable platform to showcase to support co-operative marketing were leveraged by Tourism Ireland in our great golfing experience to a initiatives with key carrier partners key markets including Great Britain, global audience and our ‘Home of in the period 2011/2012. I would Canada, Italy, Germany and France. Champions’ advertising campaign also like to thank our many carrier Tourism Ireland continued to work capitalised on the continued success and other commercial partners who closely with traditional and online of our golfers on the international invested matching private sector tour operators and with key travel tour. Events, city breaks and touring funding in these initiatives – and and lifestyle media in established and holidays were also promoted demonstrated their confidence in our new markets including China, India vigorously. industry – with the aim of boosting and the GCC countries to increase tourism to the island. exposure for Northern Ireland. Governance I would like to acknowledge the Many tour operators and print and The Board met nine times over the support and collaboration of a number broadcast media were also invited to course of 2011 and the meetings, of individuals and organisations visit Northern Ireland throughout the held at various locations around the throughout the year: Leo Varadkar year, to experience the destination for island including Coleraine, Dublin, TD, Minister for Transport, Tourism themselves. While this is an important Belfast and Westport, afforded and Sport; Michael Ring TD, Minister element of our overall marketing opportunities for members to engage of State for Tourism and Sport; and strategy for Northern Ireland, it also with local industry representatives. Arlene Foster MLA, Minister for helps to address and counter the Enterprise, Trade and Investment, concerns over safety and security Matters considered by the Board whose support and prioritisation of which have re-emerged in relation during the year included the overseas tourism in both jurisdictions to Northern Ireland among overseas strategy to return the Great Britain has been critical to achieving the consumers in recent years. market to growth; air access, return to growth in visitor numbers consumer engagement and 2011 closed with the launch of our Strandhill Beach, Sligo experienced in 2011. I would also eMarketing strategies; advertising new marketing plans and the unveiling like to thank the staff of both sponsor and communications briefs and the of our ‘Jump into Northern Ireland’ departments – the Department of new suite of tourism advertising was television ad, as part of Tourism Transport, Tourism and Sport and approved; global marketing campaigns Ireland’s new global advertising the Department of Enterprise, Trade around St Patrick’s Day were campaign. and Investment; the North/South considered, as were promotions to Ministerial Council; our colleagues in maximise the benefits of the visits by Regions the Northern Ireland Tourist Board Queen Elizabeth II and US President and Fáilte Ireland; and our partners at Encouraging overseas tourists to visit Obama; the review of the French regional level in both jurisdictions. the regions of Ireland continued