Tourism Ireland, the cross-border agency that promotes tourism in the Irish Republic and Northern Ireland, has a new strategy: Targeting “value adding” visitors at the “higher end” of the market.
The agency’s head told press at the plan’s launch that “We’re seen as middle of the road. We don’t market ourselves as cheap overseas. We’re trying to target those consumers who have the funds to travel and who prize experiences over low cost, who want to come and enjoy the scenery, the heritage, the people.”
The plan also calls for spreading tourism out to more Irish regions and seasons, and to attract visitors who are “going to stay for longer and spend more,” and hopes for a 5.6% annual growth.
The plan also calls for developing more “bed nights” to be created, since Irish hotels run about 88% fill in summer and 73% the rest of the year. An additional, if temporary factor, is that many of the Republic’s three-star and lower rated hotels are being used for emergency accommodation for refugees.
