The Insight Files
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The Insight Files
Consumer trends and news curated by Tourism Australia
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Ireland's next tourism campaign taps into mythical legend and lore

Ireland's next tourism campaign taps into mythical legend and lore | The Insight Files | Scoop.it

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. 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. Many other tourism boards have developed initiatives to drive business to areas outside their most popular cities but few have done so with such comprehensive programming and promotion. Find out more.

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Tourism Ireland CEO on targeting the right markets

Tourism Ireland CEO on targeting the right markets | The Insight Files | Scoop.it

Ireland today claims about 10% market share of American travellers to Europe, the highest share it has ever reached. A growing global economy and upswing in international travel no doubt contributes to its success, but Tourism Ireland has also actively sought out additional visitors through a number of campaigns. Tourism Ireland has recently revealed a new $3.4 million website, complete with the domain name Ireland.com, in addition to launching The Gathering - a year-long series of events aimed at foreigners with Irish roots, to reinvigorate tourism after the financial crisis. Skift recently sat down with Tourism Ireland CEO Niall Gibbons to discuss marketing priorities, funding issues in Ireland and across Europe, and the development of Northern Ireland as a destination. Click here to read the complete interview.

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