Tourism Ireland Marketing Plans 2018 Developing Markets BELFAST

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1 Tourism Ireland Marketing Plans 2018 Developing Markets BELFAST

2 Aisling McDermott Marketing Manager Middle East & Asia James Kenny Marketing Manager China

3 2017: Year of Growth & Achievements Visitors +34% British-Irish Visa Scheme 5.5m Publicity EAV 79m Social Connections Spend +70% Nights +23% +60% Access ,000 Industry & Trade opps 348k Ireland.com visits NI Other Areas % change 2017 v 2016 YTD Tourism Ireland Marketing Plans

4 Developing Markets Tier 1 Tier 2 China Japan Qatar UAE Hong Kong India Tourism Ireland Marketing Plans

5 Factors Influencing Growth Access Visas Awareness British Irish Visa Scheme China & India Irish Visa Waiver Scheme GCC Travel Trade Publicity Consumer Partnerships Digital +60% Access 2017

6 2017 Activity Tourism Ireland Marketing Plans

7 GLOBAL TOURISM BOARD PARTNERSIP IRELAND 3 MARKETS India China AUSTRALIA CHINA INDIA Australia 80,000 Tourism Ireland investment CAMPAIGN: MARCH DECEMBER 2017

8 India & Middle East Tourism Ireland Marketing Plans

9 Co-Operative Tourism Ireland Marketing Plans

10 Publicity Tourism Ireland Marketing Plans

11 Digital Tourism Ireland Marketing Plans

12 Industry & Trade Tourism Ireland Marketing Plans

13 UK & Ireland Inbound Tourism Ireland Marketing Plans

14 UK & Ireland Inbound 2017 Flavours of Ireland 38 Irish Suppliers 53 UK & Ire Inbound Buyers Britain & Ireland Marketplace 20 Irish Suppliers 70 UK & Ire Inbound Buyers Explore GB 15 Irish Suppliers 300 Global Buyers from 40 counties

15 UK & Ireland Inbound 2017 Meet the Buyer 14 UK & Ire Inbound Companies Attended UK & Ireland Inbound FAM Trip 23 Buyers Attended

16 China

17 Publicity Cover & 64p magazine of CITIZINE magazine Coverage from Lonely Planet Traveler China Talk show: Morning Call

18 Digital Marketing SinaWeibo +19% Increase from Q1 Q3 WeChat +152% increase from Q1- Q3

19 Trade Activities Visit in Ctrip the biggest OTA in China TI X Ctrip.com Online Coops

20 Trade Activities TI X AY Coops in Chengdu ITB and Europe Street in Shanghai and Beijing Sales Mission in Beijing, Shanghai, Guangzhou & Hong Kong TI X EY Offline Trade Seminar

21 Working together in 2018

22 Key themes Belfast Causeway Coastal Route Game of Thrones

23 2018 Planned Activity China Middle East India UK Inbound China Sales Mission Beijing, Shanghai, Chengdu, Hong Kong (+ GZ, SZ) Screen Tourism Game of Thrones China EU Year of Tourism 2018 activities Digital We Chat / Sina Weibo Co-Op with trade partners, (Ctrip, Caissa, GZL, Utour etc.) and airlines B2B and Ireland Specialists UAE Group Sales Calls Qatar Sales Mission Co-op campaigns with travel trade and airlines Dubai Duty Free Irish Open and Irish Derby Screen Tourism: Game of Thrones and Star Wars Game of Thrones gets over 500,000 searches per month in the UAE PR Opportunities India Group Sales Calls BIVS Co-op opportunities with travel trade and Airlines Screen Tourism: Bollywood, Game of Thrones, Star Wars Game of Thrones gets over 7.2 million searches per month in India Irish Film Board for Bollywood opportunities Bollywood movies sell on average 1.6 million tickets per movie worldwide Self Drive: Causeway Coastal Route and Wild Atlantic Way Flavours of Ireland - UK Inbound conference Explore GB B2B Workshops Enhance opportunities through UK Inbound Support UK Inbound global sales networks Strengthen VisitBritain opportunities as outlined in MOU PR Opportunities

24 Working Together in 2018 Ireland.com & Ezines Digital & Trade workshops Terminal Press releases & events Publicity Trade & Media

25 Sales Missions 2018 China Sales Mission 7 th 12 th May 2018 UAE & India Group Sales Calls Qatar Sales Mission February 2018

26 UK & Ireland Inbound rd October st 2 nd March th January 2018 UK & Ireland Inbound Buyers

27 UK & Ireland Inbound 2018 Targets China & US B2B Matchmaking Events 2018 & 2019 Partnerships in European Tourism is an EU initiative aimed at supporting EU tourism businesses wishing to expand into the Chinese and US markets 8 B2B platforms in China, US and Europe 8 different product themes Partnership with a similar business within Europe is essential Events are free to attend For more information contact Breige Coward bcoward@tourismireland.com

28 Working with DM Markets

29 Halal Friendly & China Ready Ireland Over 60,000 Muslims live on the island of Ireland so there is a wide variety of mosques and halal friendly food options which are easily accessible to visitors from the Middle East. Tourism Ireland and Tourism NI are here to help your business get Halal Friendly and China ready.

30 THANK YOU Q & A

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