Destinations Europe

How do you market Ireland to Americans?

@rafat

Nov 13, 2012 9:50 am

Skift Take

Ireland is going about it methodically, and seems to have the right plans, but competition is fierce from UK and Scotland as well.

— Rafat Ali

Register Now for Skift Global Forum

A fascinating document for travel marketers: how will Ireland, a country hit hard due to Euro crisis, market itself going ahead to its biggest tourism market, the United States. The U.S. is the island’s second largest tourism generating market delivering almost a million visitors who stay longer and spend more than average tourists.

Tourism Ireland carried out a review of the US market in 2012, to develop its strategy going ahead till 2015. It is aiming a 20 percent growth over the next three years from U.S., and grow U.S. visitors as a percentage of its overall traffic as well. The chat below outlines its ambitions:

It will target three key segments, what it thinks is the sweetest of sweet spots for the country: young independents, middle-age explorers and mature must seers and doers. Beyond the core consumer segments that Ireland attracts from US., it want to focus on three key niche segments: business, golf and the irish diaspora in U.S.

The full report embedded below:

Download (PDF, 1.26MB)

Tags: ,

Follow @rafat

Next Up

More on Skift

Interview: Expedia’s CEO on the Transformation of Travel Booking
Skift Business Traveler: American Airlines Avoids Big Labor Woes
Most World Cup Attendees Were Young, Educated Males
3 Ways to Guarantee Your Next Business Trip Won’t Be All Work and No Play