Tourism Ireland has unveiled details of its new three-year strategy up to 2022.
The aim is to grow overseas tourism revenue to €6.54bn (up 13%), and visitor numbers to 12 million (up 7%), within three years.
It aims to spread the benefits of tourism more broadly across the island on a year-round basis and to address the issues of capacity.
The global campaign – ‘Fill Your Heart With Ireland‘ – will feature less visited attractions and locations – including Trim Castle, Waterford Greenway and EPIC – the Irish Emigration Museum.
From January, the campaign will be rolled out in over 20 markets around the globe.
It will see Tourism Ireland transform its digital platforms and re-develop its entire suite of Ireland.com websites.
It will also use big data and artificial intelligence to reach potential visitors.
It says this new technology will also allow it to re-target visitors and potential visitors with personalised messages and offers, designed to appeal to their specific interests.
Image via @BGriffinTD on Twitter
Minister of State for Tourism, Brendan Griffin, said: “I have been hugely impressed by the hard work and dedication of the Tourism Ireland team at home and overseas during what has been a somewhat challenging year for tourism.
“While performance in the sector this year has been mixed, we are still in line to see a contribution of well over €5bn to our economy from overseas tourists in 2019.”
He added: “Despite the challenges we have faced this year, we head into 2020 in a relatively strong position.
“The additional funding made available to Tourism Ireland at the end of 2019 will support accelerated tourism marketing initiatives aimed at mitigating the impacts of Brexit.”
Tourism Ireland is introducing a new twinning initiative next year to give specific regions within Ireland a special focus in overseas markets #TI2020 pic.twitter.com/EcMWIFvKof
— Mark Henry (@Mark_J_Henry) December 2, 2019
Tourism Ireland said 2019 has been a very “mixed experience” for Irish tourism, with weaker demand and the continued uncertainty around Brexit giving rise to consumer concern in Britain and some European markets.
There has also been a deterioration in air access capacity this year.
“In 2019 we’ve seen a continuing weak trend in Irish tourism – which has been reflected in the feedback from our industry partners, who’ve been experiencing weaker demand,” said Niall Gibbons, CEO of Tourism Ireland.
“We’ve certainly seen the effects of the ongoing uncertainty around Brexit on travel to Ireland, with holidaymakers booking later and reducing their holiday budgets.”