Tourism Ireland is to target travelers in a massive global marketing drive in 2010 that will see a spend of €1 million per month allocated to the Great British market alone.

Overall, a minimum of €12.8 million (£11.8 million) will be invested in GB marketing in 2010, working out at around £907, 000 a month.

2009 has proved to be one of the toughest years for tourism to the island of Ireland and for tourism worldwide. 

The new strategy has been launched in a bid to restore overseas tourism to growth next year by 3% next year to the island of Ireland – attracting an additional 230,000 visitors – giving a 2010 target of 7.85 million. 

Marketing investment will be concentrated in Britain and in Germany, based on research which identifies the markets as ‘best prospects'.  Tourism Ireland will also significantly increase its investment in promoting value offers.

Key actions in what is being dubbed "The Battle for Britain" will include a new focus on value; differentiating a holiday in Ireland from one in England, Scotland and Wales; and re-engaging and re-energising the travel trade in GB.

Tourism Ireland plans to develop and implement a series of new price-led campaigns which will highlight the wide range of great value deals on offer, kicking off with a  ‘price-led' TV campaign due for broadcast in January 2010.

It also hopes to make St Patrick's Day one of the biggest consumer events in Britain in 2010, by creating a GB-wide programme of events and by building an innovative publicity and social media campaign; and bringing 100 Irish industry representatives to Britain to help create the ‘buzz'.

High impact, innovative, ‘Ireland themed' promotions will include: ‘filmed in Ireland' – a celebration of film; ‘written in Ireland' - a celebration of literature; ‘composed in Ireland':  a celebration of music; and, ‘born in Ireland':  a genealogical event.

Coach tour operators, group organisers, wholesalers, specialist and general operators will also be aggressively targeted through a programme of workshops and face-to-face events in 2010.

"2010 is about action to stem the decline and begin the return to growth for tourism from overseas," said Tourism Ireland's Chief Executive, Niall Gibbons.

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

He added, "Value will be a key message for the hugely competitive markets in which we operate; and we'll be highlighting the uniqueness of a holiday on the island of Ireland – the diversity of our culture and heritage and the friendliness of our people – to secure ‘stand out' and differentiate ourselves in a very crowded marketplace."

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