Cullen launches Tourism Ireland’s 2010 global marketing plan

Martin Cullen TD, Minister for Arts, Sport and Tourism today in Dublin (3 December 2009) launched Tourism Ireland’s Global Marketing Plan for 2010. Tourism Ireland which is funded by the Irish Government and the Northern Ireland Executive is responsible for marketing the island of Ireland overseas as a holiday destination.

Speaking today at the launch of the plan, entitled “Meeting the Challenges,” Minister Cullen said: “The Government fully recognises the important role that tourism can play in contributing to the country's economic recovery. Tourism Ireland's Global Marketing Plan is a key component in realising the potential of the many millions of people who will take holidays and short breaks in 2010. We want to capture as much of this business as possible for Ireland.”

Minister Cullen added: “I welcome the tactical marketing campaigns to target trade and consumers overseas, the impact of which was demonstrated this year, and also the new key promotions in business tourism, cultural tourism and the substantial increase in the number of overseas travel trade events and programmes to be promoted jointly with the tourism industry worldwide next year.”

The Minister added: “Irish tourism has fundamental underlying strengths – quality product, image and welcoming reputation. Tourism can play a vital role for Ireland as part of an export-led economic recovery. This was endorsed by the Tourism Renewal Group, which I established last year, under Maurice Pratt’s chairmanship. The Group’s Report, “Survival, Recovery and Growth – A Strategy for Renewing Irish Tourism, 2009-2013,” gives a realistic perspective of Irish tourism in a changed world. It sets out a Framework for Action for the period to 2013, to deliver long-term sustainable growth.”

“I can assure everybody that I, along with my Department, Tourism Ireland and Fáilte Ireland, will be working hard to progress the necessary measures to ensure recovery, drawing on the Renewal Group’s Framework and feedback from the industry.”

The Tourism Minister concluded: “2009 has been a very difficult year for Irish tourism. Global tourism has experienced an unprecedented downturn and this has impacted dramatically on our major markets, as consumers across the world tighten their belts. At the same time it must be remembered that we still welcomed almost 5.5 million visitors to Ireland for the first nine months of the year alone, contributing hugely to our economy. The challenge for us all is to build on the excellent tourism offering that we have and return to growth from next year. There is now evidence that consumer confidence is returning in some of our major markets and, while recovery is likely to be slow, there is now a real opportunity in 2010 for Tourism Ireland and the industry to get out there and be among the early winners.”

Minister Cullen wished Chairman of Tourism Ireland, Mr Hugh Friel and CEO, Mr Niall Gibbons every success with the implementation of Tourism Ireland’s Marketing Plan for 2010.