Tourism chiefs plan €13m drive to attract British

Tourism chiefs plan to spend more than €1m each month next year to woo British holidaymakers to Ireland, it was revealed today.

With the UK the single biggest tourist market for the country, Tourism Ireland is launching a massive advertising drive including a television campaign.

Industry bosses hope to boost visitor numbers overall by 3% in 2010, bringing in an extra 230,000 people.

Despite predictions of a continuing slump in the sector Tourism Ireland said consumer confidence was gradually beginning to creep back.

Niall Gibbons, Tourism Ireland chief executive, said: “2010 is about action to stem the decline and begin the return to growth for tourism from overseas.

“Tourism Ireland, in partnership with the tourism industry, will focus on getting short-terms wins.”

Tourism Ireland expects 7.6 million people will have visited the island from overseas by the end of the year, bringing in around €3.7bn.

It is increasing its overseas marketing by a fifth next year.

Official figures from the Central Statistics Office last month revealed overseas visitor numbers were down 13% on 2008 to the end of August.

Key planks of the €12.8m 'Battle for Britain' strategy include:

:: A campaign highlighting a wide range of value deals.

:: Becoming the first tourist board in Britain to launch a price-led TV campaign, due for broadcast in January.

:: Making St Patrick’s Day one of the biggest consumer events in Britain next year involving a country-wide programme of events with 100 Irish industry chiefs.

:: Promotional campaigns focusing on areas such as Irish music, film, writing, famous people and festivals.

Martin Cullen, Tourism Minister, said the Government wants to attract as many people as possible.

“The Government fully recognises the important role that tourism can play in contributing to the country’s economic recovery and is committed to continued investment in the sector as a priority in 2010,” he said.

“Tourism Ireland’s global marketing plans which we are launching today are a key component in realising the potential of the many millions of people who will take holidays and short breaks in 2010.”