Tourism Ireland plans to build on a record breaking year

It's launching a new campaign to boost visitor numbers in 2017...

Tourism Ireland plans to build on a record breaking year

Tourism Ireland

Tourism will be worth over €5bn to Ireland in 2016 - and details of Tourism Ireland's 2017 marketing plan to promote the country overseas are being launched today.

It aims to build on this year’s performance and to increase overseas tourism revenue across the island by 4.5% in 2017 - growing to €5.7bn.

Tourism Ireland / Facebook

Latest estimates indicate that, by year end, 10.5 million people will have visited the island of Ireland, representing an 11% increase over 2015, with growth recorded from all markets - making it the strongest year on record for Irish tourism.

Tourism Ireland says that the Irish 'brand' remains strong - it will target potential visitors in North America and Mainland Europe with a major new marketing campaign.

Tourism Ireland / Facebook

Niall Gibbons, CEO of Tourism Ireland, said: "2016 will be the best year ever for Irish tourism, surpassing all previous records and coming on the back of a number of years of strong growth. And, I am delighted to report that we have seen growth from all our markets around the world – with record numbers arriving here from North America, Mainland Europe, and Australia and developing markets.

"Throughout the year, Tourism Ireland undertook a packed programme of promotions, to bring Ireland to the attention of travellers everywhere. Thousands of opportunities were created for potential visitors around the world to read, hear or watch positive messages about Ireland; Tourism Ireland estimates that this media exposure is worth an estimated €385m in equivalent advertising value."

It notes that Brexit uncertainty clouds the 2017 outlook slightly - but Tourism Ireland also highlights a number of new air routes to Ireland being launched in the coming months.