Tourism Ireland Marketing Plans

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All-island Tourism and Hospitality sectoral meeting on Brexit Niall Gibbons, CEO, Tourism Ireland Monday, 23 January, 2017 Global context The Great Britain market RedC research results GB Marketing Plan 2017 Conclusions and next steps 1.2bn +2% +12% TRIPS TRAVEL TO TRAVEL TO ABROAD EUROPE IRELAND WORTH +9% IRELAND’S $1.4tn MARKET SHARE #5 IN WORLD 2016 €5.4bn +10% Island of Ireland REVENUE 10.5m +11% VISITORS 263,000 jobs 2016 €4.7bn +10% Republic of REVENUE Ireland 9m +12% VISITORS 220,000 jobs Great Britain 2016 €1.5bn €1.1bn REVENUE ROI 4.9m 3.8m VISITORS ROI 7% Say they are less likely to holiday overseas 50% will spend less while on holiday 37% will reduce their holiday budget 26% will change their chosen accommodation type 25% will reduce their length of stay 18% say Brexit vote will influence holiday choice in next 12 months 17% will postpone a trip outside the UK Outbound travel from Great Britain to all destinations -2.5% 1.5m fewer overseas trips Reliance on GB Market GB as % of inbound visitors Northern Ireland 66 Rep of Ireland 42 Cyprus 36 Spain 22 Portugal 16 France 14 Belgium 14 Netherlands 13 Egypt 13 India 11 Greece 9 Australia 8 Italy 8 Denmark 8 Switzerland 7 Germany 7 UAE 7 Poland 7 Turkey 6 Sweden 6 USA 6 GB share for Ireland and Northern Ireland, UK for all other destinations Exchange rate implications Does the current exchange rate make you any more/less likely to visit Britain? Much more likely to visit Britain A little more likely to visit Britain No more likely to visit Britain A little less likely to visit Britain Much less likely to visit Britain Don’t know Balance (Pos – Neg) Currency JAN 2016 JAN 2017 £100 = €143 £100 = €115 $100 = £64 $100 = £83 Risks Access Visas Great Britain perceived Competitiveness more attractive Why would I go to Ireland to have a Guinness when it will cost me twice as much to do so, as it would here in London? Accelerate market diversification MARKET REVENUE 2014 2019 1 GreatGreat BritainBritain 2 Mainland Europe 3 NorthNorth AmericaAmerica AustraliaAustralia && 4 DevelopingDeveloping MarketsMarkets What are we doing in Great Britain? Greater focus on Culturally Curious Northern Ireland Publicity EAV €20m 26 • Tourism Ireland | Marketing Plans 2017 Partnership Media Cooperative Marketing Trade/industry Ardal O'Hanlon Regional/seasonal growth Marketing programme Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Media Partnerships Publicity Co-operative Marketing Advertising – Cinema Advertising – Digital Digital - Content seeding Digital - Email marketing Digital – Search Digital - Social media Trade and Consumer Events Conclusions Short term Value for Money Attractiveness of Great Britain Short term NI opportunities Strategy and insight Access Conclusions Medium term Common Travel Area Currency Visas Thank You Thank You .

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