Annual Report 2014 CONTENTS Brief history and statutory background of the company 1 2014 Highlights 3 Chairman and CEO Statement 5 Tourism Ireland Board 9 Report and Financial Statements 14 Skellig Islands, Co Kerry 1 Tourism Ireland Annual Report 2014 Tourism Ireland Annual Report 2014 2 BRIEF HISTORY AND STATUTORY BacKGROUND OF THE COMPANY Tourism Ireland Limited was formed by the Government of Ireland and the Northern Ireland Executive, under the auspices of the North South Ministerial Council (NSMC), to be the overseas marketing arm of tourism for the island of Ireland and was incorporated on 11 December 2000 as a Company Limited by Guarantee not having a Share Capital. It takes policy direction from the NSMC and maintains a close working relationship with its founders, Fáilte Ireland and Tourism NI. The principal objectives of the company are to increase tourism to the island of Ireland and to support Northern Ireland in achieving its tourism potential. It is governed by its Memorandum and Articles of Association and by the Financial Memorandum approved by the NSMC and prepares detailed three-year corporate and one-year operating plans to guide its activities. The company receives its funding from both jurisdictions. A board of directors is appointed by the NSMC for a period of four years. Co Sligo 63 Tourism Ireland Annual Report 2014 Tourism Ireland Annual Report 2014 74 Overseas visitors to the island of Ireland 8.4 m Unique visitors to Ireland.com 14.25 m in 2014 % Increase in overseas + Holiday visitors to Ranking of Tourism Ireland’s Social Presence visitors over 6 the island of Ireland against other National Tourism Boards PASSPORT m Facebook No. 3 Twitter No. 2 YouTube No. 2 2013 4.6 at June 2015 2014 HIGHLIGHTS Tourism Ireland markets overseas Ireland No. 5 Lonely Planet’s ‘Best in Travel 2015’ Increase in Spend by overseas visitors € spend over Overseas4.1bn/£3.4bn visitors to +6% 21 the island of Ireland2013 8.4 m Unique visitors to Ireland.com m in 2014 Great Britain United States 14.25 Increase in IRELAND access% from + 9 % Increase in overseas + U.S.A. Holiday visitors to Ranking of Tourism Ireland’s Social Presence 6 the island of Ireland against other National Tourism Boards Markets for visitors overGermany France inbound Tourism Overseas Publicity worth Increase in PASSPORT + % access from 70 €320m/£275m eav Facebook No. 3 Twitter No. 2 YouTube No. 2 Canada m 2013 4.6 at June 2015 Tourism Ireland markets overseas Ireland No. 5 Lonely Planet’s ‘Best in Travel 2015’ Increase in Spend by overseas visitors €4.1bn/£3.4bn spend over + 23 2013 6% Devenish Island, Co Fermanagh Great Britain United States Increase in air access from + % IRELAND U.S.A. 9 Markets for Germany France inbound Tourism Overseas Publicity worth Increase in air + % access from €320m/£275m eav 70 Canada Ha’penny Bridge, Dublin 5 Tourism Ireland Annual Report 2014 Tourism Ireland Annual Report 2014 6 CHAIRMAN AND CEO STATEMENT relations, e-marketing, social media, as well as consumer and trade promotions. St Patrick’s Day Global Greening British-Irish Visa Scheme 2014 was the fifth year of Tourism The British-Irish Visa Scheme, which launched later in 2014; this market has Ireland’s annual Global Greening was launched in the autumn, was a performed strongly for tourism to the initiative for St Patrick’s Day and it was significant step – as it means that visitors island of Ireland in recent years and bigger and better than ever before – from relevant markets can, for the first Canadian visitors are highly prized, as with more than 120 landmark buildings time, travel freely between Ireland and they tend to stay longer, spend more and iconic sites taking part, generating the UK on a single visa of either country. and visit Northern Ireland and the significant positive publicity for the island The Scheme has been initially rolled out regions more than the average visitor. of Ireland across the world. In 2014, two in India and China, two of the fastest- Wild Atlantic Way and UNESCO World Heritage sites joined our growing, tourist-generating countries in Causeway Coastal Route Global Greening for the first time: the the world. Great Wall of China and the Treasury in Brian Ambrose Niall Gibbons Game of Thrones Chairman Chief Executive The Wild Atlantic Way and the Causeway the ancient city of Petra. 2014 was also Coastal Route were a major focus for the first time we aligned with an iconic In the spring, all eyes were on Northern Tourism Ireland throughout 2014. Both consumer brand, with Sleeping Beauty’s Ireland when Tourism Ireland joined 2014 was another strong year for Strategic Priorities places), ‘social energisers’ (a younger, routes were promoted across a range of Castle at Disneyland® Paris also going forces with HBO to leverage the overseas tourism to the island of Ireland. fun-loving audience looking for an platforms including TV, print and online green on 17 March. incredible success of the smash hit TV In planning for 2014, Tourism Ireland We welcomed approximately 8.4 million exciting time in a vibrant destination) advertising; on Ireland.com and our social series Game of Thrones and to promote set out a number of key strategic Grande Partenza of the visitors, +6% growth over 2013, who and ‘great escapers’(an audience media channels; at major international Northern Ireland around the world in a E priorities to maximise the impact of our Giro d’Italia contributed about 4.1bn/£3.4bn interested in rural holidays, wishing consumer and trade fairs such as ITB brand new way. Timed to coincide with in revenue to the economies on the promotional activity, to build on recent to take time out). Niche segments in Berlin; through familiarisation visits The Grande Partenza (or ‘Big Start’) the return of the long-awaited fourth island. Growth was recorded from successes and to sustain growth into were also targeted – including golfers, for influential travel agents and tour of the Giro d’Italia arrived in Belfast in season of the series, we rolled out a all our market areas, with the United the future. North America and Mainland business and incentive visitors. operators, as well as travel and lifestyle May – presenting an unprecedented brand new advertising and social media States, Canada, Germany, France, Europe, the two markets offering the journalists and bloggers from around opportunity to promote the island of campaign through ads on Facebook best return on investment – in terms Digital and social media were especially Spain and Australia all turning in record the world; and through Tourism Ireland’s and Twitter in Great Britain, the United important in further developing new Ireland to millions of cycling enthusiasts, performances. The performance from of holiday visitors and revenue – were promotional material. people who enjoy the great outdoors, States, Canada, France, Germany, Spain, our top priority. In these markets, we ways of reaching, and connecting more the United States was particularly Italy, the Netherlands and Scandinavia. frequently, with our target audiences. Overseas Publicity as well as general holidaymakers encouraging; in 2014, we welcomed targeted our ‘best prospect’ visitors everywhere. It showcased the iconic The campaign ran for 11 weeks and more than one million US visitors to the more closely with distinctive holiday A significant and ambitious three-year Working with overseas travel, lifestyle Titanic Belfast and the vibrance of the was hugely successful – generating one island of Ireland, who spent about experiences, events and special offers, strategy to drive accelerated growth and special interest media is an city before continuing to the Causeway million clicks, comments and shares and US$1 billion during their time here. tailored to their interests and designed from the German and French markets important element of our overseas Coast and Armagh, and then made its reaching about 100 million fans across to trigger their ‘must go now’ impulses. was launched in the spring. ‘Germany promotional programme. In 2014, way to Dublin, over three exciting days. the world. While the global economy was showing We also undertook a busy programme and France – a strategy for growth’ sets thousands of opportunities were created signs of stabilising and recovery, overall of promotions in Great Britain, which out challenging and ambitious targets for potential visitors around the world to Tourism Ireland rolled out an extensive growth worldwide in 2014 was lower remains our largest market in terms of which will see the number of German read, hear or watch positive messages programme of international promotions, than initially expected. Nonetheless, overall visitor numbers; and new and and French visitors to the island of about the island of Ireland. Tourism to capitalise on the tourism potential we saw the fourth consecutive year emerging markets of high potential were Ireland grow to 1.1 million by 2016, Ireland estimates that this exposure was of this event. ‘Giro’ promotions were of growth in overseas tourism to both also targeted. delivering revenue of E602m/£517m worth an estimated E320m/£275m, in a major focus for Tourism Ireland in jurisdictions, indicating that the sector for the economies here. ‘Canada: Land equivalent advertising value. nine markets – including in Italy, the is truly on the path to a record year We continued to focus on three key of Opportunity – a strategy for growth home of the famous race, as well as in in 2015. audiences, which represent the highest Great Britain, Germany, France, Spain, potential for the island of Ireland. 2014 – 2016’ was also the Netherlands, the Nordic region and Game of Thrones campaign reached These are ‘culturally curious’ (an older Giant’s Causeway, Co Antrim Giant’s Causeway, Australia.