Europe

EUROPE: 7 offices, 12 markets,

42 team members

Tourism Ireland | Marketing Plans 2017 2

Europe Visitors to Northern Ireland

2013-2016

Tourism Ireland | Marketing Plans 2017 3

‘000

2013 2014 2015 % Change

2013 V 2015

Mainland Europe 243 265 311 28%

Germany 51 59 65 28%

France 43 48 59 31%

Spain 26 32 36 38%

Italy 19 11 22 11%

Netherlands 14 18 23 66%

Other Europe 91 86 109 12%

Titanic Jan – Oct

Europe +47%

72,000

Northern Ireland Access from Europe

Tourism Ireland | Marketing Plans 2017 4

Access 2014

Access 2016

Amsterdam

Departures p/w 47

Capacity p/w 6,325

Paris

5

Consumer Engagement

CCR Slow-road

Trip Advisor Game of Thrones

Awareness Campaign

Partnership TNI & Industry/B&B Ireland 20K Engagements 3 Mins Dwell Time

19MM fans

£11 MM EAV 25K Incremental

Visitors Permanent legacy

Assets

5MM EAV YTD 20MM Circulation

Tourism Ireland | Marketing Plans 2017 6

7

Consumer Engagement

CCR Slow-road

Trip Advisor Game of Thrones

Awareness Campaign

Partnership TNI & Industry/B&B Ireland 20K Engagements 3 Mins Dwell Time

19MM fans

£11 MM EAV 25K Incremental

Visitors Permanent legacy

Assets

5MM EAV YTD 20MM Circulation

No

1

EUROS Campaign 2016

8

Consumer Engagement through Digital

1.24MM

Social media

fans (108%)

Website visits

Oct 16: 3.2MM

(113%)

1.4M 3rd party

referrals (78%)

Telling stories – Northern Ireland lakelands

Tourism Ireland | Marketing Plans 2017 10

Content Marketing

PR activity Social Media & newsletters

Telling stories - Seamus Heaney Homeplace

Tourism Ireland | Marketing Plans 2017 11

Social media

posts TI Media

room Newsletters

Telling Stories – Strangford Lough

Tourism Ireland | Marketing Plans 2017 12

Social media &

newsletters

Content

Marketing

Working with Partners: Collaboration

Tourism Ireland | Marketing Plans 2017 13

Partner Investment Sept 16:

€3.2MM/£2.8MM (85%)

Working with Partners: Trade Events & Business Tourism

Tourism Ireland | Marketing Plans 2017 14

3,680

Engagement

opps for NI

(98%)

Northern Ireland in Europe 2016

Tourism Ireland | Marketing Plans 2017 15

Strategic Approach for 2017

Tourism Ireland | Marketing Plans 2017 16

Focus resources

Brand Consumer Engagement Collaboration

Target our best

prospects

Make N. Ireland

Compelling

Telling Stories

Work with

partners

Looking to the future Europe 2017-2019

Tourism Ireland | Marketing Plans 2017 17

Prioritise the

‘Culturally

Curious’

Optimise growth

opportunities for

Northern Ireland

island of Ireland

umbrella brand

Increase Brand

and carrier

partnerships

Inspire at

the ‘Interest’

Stage

Reinvest

In Television

And Digital

Get Involved with our 2017 Plans!

• Work with us on our digital campaigns

• Tell us your stories and share your pictures

• Offer competition prizes in return for exposure

• Take part in our in-market events

• Host media visits & fam trips

• Provide us with special offers for:

• airline co-op campaigns

• our Ezines

• our website

www.tourismirelandindustryopportunities.com

Tourism Ireland | Marketing Plans 2017 18

Europe In-Market Opportunities 2017

• January:

– CMT Stuttgart, Germany

– Vakantiebeurs Utrecht, Netherlands

• February:

– Nordics Trade Roadshow, Stockholm

• March:

– ITB Berlin

– St Patrick’s Day Parade, Munich

• September:

– Ierland Trade Workshop, Netherlands

– IFTM Trade Fair (Top Résa), Paris

• October:

– Trade / Consumer Fair TTG Rimini, Italy

– Offenbach Trade Workshop, Germany

Tourism Ireland | Marketing Plans 2017 19

2017 Calendar of activities

Tourism Ireland | Marketing Plans 2017 20

Jan Feb March April May June July Aug Sept Oct Nov Dec

41% of European* visitors book in the

first 4 months of the year

43% of European visitors take their

main holidays in the summer

The average European takes 3 holidays a year

Opportunity to extend the season!

CMT

SPD/

Greening

Co-op Carriers, Trade, OTAs

TV/online video

Distribution and brochure

ITB IMEX

Business Tourism / Trade Activities

Offenbach

Online video

Co-op Carriers, Visit Belfast OTAs

Rimini workshop Nordics

workshop

IFTM

Autumn campaigns

Bene workshop

Publicity / PR/ TV programming

Content marketing & Social Media activity

Trip advisor

Vakantiebeurs

THANK

YOU

22

Tourism Ireland | Marketing Plans 2017 23