Ireland's Ambitious €65 Million Marketing Plan for 2025: Get Ready to Explore!

Tourism Ireland has unveiled an ambitious marketing plan for 2025, aiming to elevate Ireland on the bucket lists of potential visitors. The State body plans to invest €65 million across more than 13 markets, focusing on a new global advertising campaign.

Strategic Goals

The initiative aims to position Ireland as a top destination, particularly targeting what they term 'value added tourism traits'—visitors who stay longer and engage more deeply with their surroundings. A special 'slow tourism month' will also be promoted, encouraging visitors to travel via bus and rail instead of cars.

Economic Impact

In 2024, €7 billion was spent by tourists in Ireland, a significant 10% increase from the previous year, supporting around 300,000 jobs. Tourism Ireland has set a goal to boost tourism revenue to €9 billion by 2030. However, challenges lie ahead, including the UK's Electronic Travel Authorisation (ETA) scheme and the passenger cap at Dublin Airport.

Future Initiatives

Alice Mansergh, CEO of Tourism Ireland, emphasized the importance of sustainable growth in tourism while enhancing the economy and the environment. The agency will collaborate with air and sea carriers to boost demand for regional routes and leverage the power of social media with 7.5 million followers. With 80% of visitors researching and booking trips online, daily inspiration will be shared, alongside promoting events such as The Open at Royal Portrush and the Aer Lingus College Football Classic.

Tourism Ireland plans to spend €65m in more than 13 markets, centred around a new global advertising campaign.