Tourism Ireland outlines ambitious 2004 plan

Tourism Ireland has outlined plans for 2004 to increase visitor numbers to Ireland by 4.4% to over 7.7 million visitors.

This figure exceeds the forecasted growth predicted by the World Tourist Organisation for Europe.

Key elements of the overseas marketing plan include using a new approach for consumer segmentation which incorporates the holiday needs of consumers that Ireland can offer.

An increased emphasis is to be placed on destination marketing and a revamped advertising and media campaign is to be launched to improve the Ireland message.

The use of new e-marketing platforms for trade and a proactive role in developing additional, direct, convenient and competitive airline services from North America, mainland Europe and Britain, will also be undertaken.

Tourism Ireland has identified Australia, Italy, the Netherlands and Canada as the next most important markets for short-term growth.

Spain and Belgium, who have been identified as offering good opportunities in the near term, will also be the focus of the marketing strategy.

This year's tourist figure is predicted to show strong growth in visitor numbers from mainland Europe of nearly 6% as well as a welcome recovery in the North American market.

Visitor numbers from Britain is expected to increase by 4.5% in 2003.

Tourism Ireland's Chief Executive Paul O'Toole said : "Our plans contain many opportunities for tourism enterprises both at an individual and group level and we would urge industry to come on board.

"The availability of a comprehensive range of direct competitive access transport services by air and sea is of critical importance to our growth ambitions," he added.

As part of the tourism drive, the International Sports Tourism Initiative will bring 13 sporting events to Ireland in 2004, including the prestigious American Express World Golf Championships at Mount Juliet. This will be the second time the competition has been held here.