 New
York, NY � March 2002 � Tourism Ireland, is the new all-island tourism
promotion agency for the Emerald Isle. Upon launch of the agency, Mr. Paul
O'Toole, Chief Executive of the new body, which was formed by the
Irish
Tourist Board and the Northern
Ireland Tourist Board, said the agency offers a seamless and improved
advisory service to Americans planning an Ireland vacation.
Mr. O'Toole said, �This new initiative has been shaped as a crucial outgrowth of the Peace Process that has been going on in Ireland for several years. We believe that it is a desirable thing to have an integrated marketing approach to the promotion of the entire island of Ireland as a quality vacation travel destination. We feel sure that by combining the strengths of the tourism promotion assets for all parts of Ireland that we will be better able to maximize the substantial potential that exists for continued rapid growth in the number of Americans who will enjoy the vacation experience which an all-island Ireland vacation plan offers.� He added, �There will be important benefits in strategic terms and in long-term effectiveness as a result of the launch of this coordinated and merged tourism promotion initiative. By joining forces at this crucial time, Tourism Ireland will have a consistent and clear marketing message going out into the marketplace at the very time when consumers are shaping their Summer 2002 vacation travel plans. U.S. travelers to Ireland can now gather all their travel-planning information for their Ireland vacation in one place. Ireland has been a popular destination for vacation travel among Americans. In the past decade the number of American visitors visiting Ireland has increased rapidly from less than 200,000 to almost one million annually.� Continuing, he added, �The past year has been a traumatic one for the travel and tourism industry. We've had an economic recession gradually take hold in America, the Foot & Mouth Disease crisis, and of course, the disastrous tragedy here in New York on September 11. However we maintain confidence that the extremely rapid tourism expansion that Ireland has experienced during the past decade can be resumed in the months and years ahead. Although the past year has presented unique challenges to the tourism industry, the product in Ireland that is being offered today is better than ever. Part of the reason for this includes the substantial capital investments in both new tourism plant, in existing facilities and in the infrastructure in Ireland.� Mr. Jim McGuigan, Executive Vice President - North America, who is based in New York, said, �The marketing strategy for Tourism Ireland will, in most important respects, continue to employ many of the tried and tested tactical marketing activities that have been so successful in generating the strong growth for Ireland's tourism business in the past out of the United States. The American market has been the major source of traffic growth for Ireland in the last decade. It is anticipated that this growth trend will be resumed despite the setbacks suffered by the travel and tourism industries in the past year.� Mr. McGuigan added, �A key element in our marketing plans will be to offer this new and improved service to the retail travel agent. The retail distribution channel will continue to play an important role in promoting the Emerald Isle as a vacation destination. The great success that Ireland has achieved in the tourism business to date is due in large part to the travel agent at the retail level. The emphasis at Tourism Ireland will be to offer this improved service to the retail trade through a variety of mechanisms, including workshops, seminars, training programs and other initiatives designed to keep agents informed of the excellent travel product that Ireland has to offer throughout the entire island.� Mr. O'Toole also noted, �Although the institution of Tourism Ireland is new, there has long been a close and fruitful working relationship between the Irish Tourist Board and the Northern Ireland Tourist Board. In 1996, an all-island international marketing initiative, Tourism Brand Ireland was launched successfully. Subsequently, another venture, the Overseas Tourism Marketing Initiative (OTMI) saw the island marketing itself as a single product entity in major markets, including the United States. So, we are not flying blind in this new Tourism Ireland organization. There is a solid track record of successful and close cooperation in tasking the mission that lies before us.� �The new organization will have a priority task in getting out to our target marketplace in the United States a clear and consistent tourism-marketing message. We believe that the industry in Ireland will reap great benefits from this initiative. But, most important, it is our belief that, because of this new arrangement, we will be in a position to offer a superior service to the consumer of Ireland's travel and tourism product.� �This era of change that has ushered in a new tourism promotion organization for the island of Ireland is being greeted with enthusiasm and vigor. There is high confidence in the ultimate success of the new venture to promote all of Ireland as a vacation destination for American travelers. This confidence is strong because the travel product that Ireland's tourism industry offers is such an excellent product that represents such great value for money for American visitors.� Concluding his remarks, Mr. O'Toole also paid tribute to the executive staff of the new Tourism Ireland organization in the United States. �It is my view that for plans to be successfully implemented, an organization needs talented and dedicated people. The new team here in New York led by Jim McGuigan is an outstanding one. I wish them well in their exciting mission here. I am very confident that they will do a superb job for Ireland.� By,
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