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Tourism Ireland is planning a major marketing campaign to reignite the resumption of tourism in the country next year, when the time is right.
The agency today shared its foreign tourism recovery plans in a virtual event attended by hundreds of tourism companies from all over the island and abroad.
The plan focuses on three phases aimed at restarting incoming visits, then rebuilding the market, and then redesigning it.
The first phase of next year will prioritize resuming business when the public health situation permits, with St. Patrick’s Day as a possible starting point.
“As international travel begins to restart next year, it is clear that keeping the island of Ireland front and center of consumers’ minds will be critical,” said Niall Gibbons, Executive Director of Tourism Ireland.
“All destinations in the world have experienced the impact of Covid and will seek their share of the recovery,” Gibbons said.
“When the time is right, Tourism Ireland will have to break through the noise and create an immediate desire to visit. Flexibility, above all, will be absolutely key,” he added.
As part of the preparation for the resumption of inbound tourism, Tourism Ireland will run a digital campaign during Christmas called “Let’s Go Back to Ireland.”
It will work in 12 different markets, including Great Britain, the United States, France and Germany.
Until mid-January, a separate campaign targeting the diaspora is also underway in the UK, US and Canada.
The #FillYourHeartWithIreland global social campaign will also continue next year.
When the decision is made to actively resume visits here, a “Green Button” campaign will be launched urging people to book early.
Also planned are virtual trade promotions, major broadcasts promoting Ireland, and the annual Global Greening, where landmarks around the world turn green for St. Patrick’s Day.
“This has been a catastrophic year for everyone in our industry, but I believe tourism can, and will, recover from this pandemic,” Gibbons said.
“The recent news about vaccines is really positive and gives us hope to travel in 2021,” he added.
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