At least €92 million was spent last year by Irish tourism businesses on overseas marketing, according to research recently conducted by the Irish Tourism Industry Confederation (ITIC). In what became a record year in terms of tourism numbers, Irish tourism businesses invested heavily in promoting the destination and their products and services to overseas audiences.
The North American market received most marketing attention while the biggest overseas marketing commitment came from Ireland’s accommodation sector.
Analysis of overseas marketing by the Irish tourism industry makes for interesting reading and with market diversification a priority, particularly in light of Brexit pressures, it is now incumbent on the Government to match industry ambitions and invest accordingly in “Brand Ireland” to support Irish tourism’s future.
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