merrion street

Tourism Minister Leo Varadkar is today promoting Irish tourism and the Gathering Ireland at one of the world’s largest tourism fairs, the ITB Berlin, in a bid to grow Ireland’s share of the German tourism market.

He will be joined by his Northern Irish counterpart Minister Arlene Foster to promote the whole island of Ireland to the German and international markets. Last year some 448,200 people visited Ireland from Germany, a 6% increase on the previous year.

Speaking before his visit Minister Varadkar said:

Germany is one of Ireland’s most important markets and the second largest outbound travel market in the world. Visitors from Germany grew by 6% last year and we hope to increase this further in 2013 for The Gathering. Germany is our third most important market in terms of visitors, holidaymakers and revenue. They now see Ireland as better value again, which is another incentive for them to travel.

Tourism Ireland’s €2.1 million spring TV campaign is running in primetime slots on leading German stations, to an estimated audience of 11 million Germans, to coincide with the important holiday decision-making period in Germany. The campaign also includes a push for St Patrick’s Day, digital marketing and the greening of the Allianz Arena on March 17th – the home of Bayern Munich.

This year, 22 tourism organisations from across the island of Ireland are visiting ITB Berlin, including Aer Lingus, Irish Ferries, hotels, B&B Ireland, visitor attractions, incoming tour operators and activity providers. The event attracts 113,000 trade and 60,000 consumer visitors annually.

Tourism Ireland CEO Niall Gibbons said:

Tourism Ireland has a very busy programme of promotional activity underway in Germany for 2013, highlighting all the exciting things happening this year, including a special focus on The Gathering.