Tourism Ireland launched details of its marketing plans to promote Northern Ireland overseas in 2015, at an event attended by tourism industry leaders from around Northern Ireland on Thursday 4 December.
The organisation aims to build on this year’s growth in overseas tourism and to welcome almost 1.9 million visitors to Northern Ireland in 2015. This figure will represent growth of +6% over 2014 and deliver £552 million to the Northern Ireland economy (+9%) next year.
Niall Gibbons, CEO of Tourism Ireland, said: “Throughout 2014, Tourism Ireland undertook a packed programme of promotions, to bring Northern Ireland to the attention of travellers everywhere. A major focus of our activity in the early part of the year was on highlighting the Grande Partenza of the Giro d’Italia. We also joined forces with Game of Thrones creators HBO, on a ground-breaking advertising and social media campaign, leveraging the incredible success of the hugely popular TV series and its strong associations with Northern Ireland. In addition, thousands of opportunities were created for potential visitors around the world to read, hear or watch positive messages about Northern Ireland; Tourism Ireland estimates that this media exposure is worth an estimated £82 million in equivalent advertising value.”
In 2015, Tourism Ireland will continue to leverage its strength in digital and social media. The organisation is now the fourth most popular tourism board in the world on Facebook (about 2.65 million fans), number three on Twitter and number two on YouTube.