Ireland's Next Tourism Campaign Taps Into Mythical Legend and Lore
Skift Take
Many tourism bureaus are trying to drive visitors to their lesser visited destinations, but Tourism Ireland's region-specific campaigns are more comprehensive, and according to the data, more successful than most.
Tourism Ireland is building on the success of past regional campaigns with the new Ireland's Ancient East initiative, inspired by 5,000 years of history in the oldest part of the country spanning the eastern region from Dublin south to Cork.
According to the national tourism development agency, Fáilte Ireland, the campaign is hoping to drive an additional 600,000 overseas visitors to the region, representing a 20% growth in traffic, while increasing visitor revenue by 25% to $1.07 billion, in total by 2020.
Those numbers are based on the popularity of last year's Wild Atlantic Way campaign that focused on the west coast. Kicking off in February 2014, Ireland invested $11.3 million to promote 159 destinations along the island’s less visited Atlantic shore and boost arrivals at Shannon Airport, which services the region.
Many other tourism boards have developed initiatives to drive business to areas outside their most popular cities but few have done so with suc
