Ireland targets Britain in new marketing campaign

09 August 2002 by
Ireland targets Britain in new marketing campaign

An Irish tourist drive is about to get under way in Britain, following a decision by Irish tourism minister John O'Donoghue to launch an overseas marketing campaign.

An extra €4.5m is to be provided for the campaign, mainly in Britain, in the hope of attracting late-season business.

According to sources, tourist numbers are down by about 25% in most of Ireland.

Hotels that depend on US business have been hardest hit, with some reporting a 40% drop in trade.

On announcing the extra money, O'Donoghue acknowledged that the industry was "facing a major challenge".

He rejected criticism that the campaign was too late: "I am convinced there is still good business out there to be won."

The Irish Hotels' Federation claimed it could attract people planning late holidays or short breaks.

But the Tour Operators' Association of Ireland described the €4.5m as "a drop in the ocean" and said five times that amount was needed.

The Caterer Breakfast Briefing Email

Start the working day with The Caterer’s free breakfast briefing email

Sign Up and manage your preferences below

Check mark icon
Thank you

You have successfully signed up for the Caterer Breakfast Briefing Email and will hear from us soon!

Jacobs Media Group is honoured to be the recipient of the 2020 Queen's Award for Enterprise.

The highest official awards for UK businesses since being established by royal warrant in 1965. Read more.


Ad Blocker detected

We have noticed you are using an adblocker and – although we support freedom of choice – we would like to ask you to enable ads on our site. They are an important revenue source which supports free access of our website's content, especially during the COVID-19 crisis.

trade tracker pixel tracking