PROMOTABLE REVENUE

+24%

+15%PROMOTABLE VISITORSGROWTH TARGET 2016/2013

GROWTH TARGET 2016/2013

PROMOTABLE VISITORS (MN)

CUMULATIVE 2014-2016

£6.5 / €7.6 PROMOTABLE REVENUE (BN)

A NEW FOCUS ON GROWING PROMOTABLE REVENUE

OUR AMBITION FOR GROWTH

Promotable visitors

are made up of

Holidaymakers,

Conference or

Incentive visitors

and visitors who

come for English

Language Training.

CORPORATE PLAN2014-2016

BE AN ECONOMIC ENGINE FOR GROWTH

WIN A GREATER SHARE OF EUROPEAN TOURISM REVENUE

WORK CLOSELY WITH OTHER AGENCIES AND INDUSTRY PARTNERS

INCREASE PROMOTABLE REVENUE

BE AMBITIOUS

WE WILL

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GREAT ESCAPERS

1

3 2

CULTURALLYCURIOUS

GERMANY

BRAZIL

INDIA

CHINA

RUSSIA

SOUTH AFRICA

MIDDLE EAST

NEW ZEALAND

FRANCE

GB

US

AUSTRALIA

MAINLANDEUROPE

CANADA

1. TOP PERFORMING2. GREAT POTENTIAL3. ONES TO WATCH

BRAZIL

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MAAINLANNDEUUROPEE

CCHINA

NEW ZEALANDD

AAUSTTRRAR LIA

USS

CANANADA

1. TOP PERFORMINNG2.2. GR GREEATAT PPOTOTENENTTTITIALALALALLL3. ONES TO WATTCCHH

BEST PROSPECTSNEW INVESTMENT THAT PRIORITISES MARKETS AND CONSUMERS

so

cia

l en

erg

iser

s

GREAT ESCAPERS

1

3 2

CULTURALLYCURIOUS

GERMANY

BRAZIL

INDIA

CHINA

RUSSIA

SOUTH AFRICA

MIDDLE EAST

NEW ZEALAND

FRANCE

GB

US

AUSTRALIA

MAINLANDEUROPE

CANADA

1. TOP PERFORMING2. GREAT POTENTIAL3. ONES TO WATCH

BRAZIL

SO

FF

GGBB

MAAINLANNDEUUROPEE

CCHINA

NEW ZEALANDD

AAUSTTRRAR LIA

USS

CANANADA

1. TOP PERFORMINNG2.2. GR GREEATAT PPOTOTENENTTTITIALALALALLL3. ONES TO WATTCCHH

BEST PROSPECTSNEW INVESTMENT THAT PRIORITISES MARKETS AND CONSUMERS

NEW SALES-FOCUSED STRATEGY FOR NORTHERN IRELAND

NORTHERN IRELAND

ISLAND OF IRELAND DELIVERSAN EXPERIENCE-LED BRAND ARCHITECTURE WITH FIVE THEMES

CONNECTING WITH THE PEOPLE

LIVING HISTORICAL

STORIES

GETTING ACTIVE IN NATURE

VIBE OF THE CITY

AWAKENING THE SENSES

what’s the craic?

CONCENTRATE ON THE NICHE MARKETS THAT HAVE REVENUE POTENTIAL

BUSINESS TOURISMGOLF DIASPORA

ELT

ENGLISH LANGUAGE TRAINING

DELIVERING BUSINESS NOW THROUGH COLLABORATION, GLOBAL LEADERSHIP AND A SHARED VISION

THE WAY FORWARD

GLOBALLEADERDIGITAL & SOCIAL

MEDIA

750 MILLIONSOCIAL CONNECTIONS

WWW.IRELAND.COM

BY 2016

VISIT www.tourismireland.com

For more details on Tourism Ireland5th Floor, Bishop's Square Redmond's Hill, Dublin 2, Ireland Tel: +353 1 476 3400Fax: +353 1 476 3666

Beresford House, 2 Beresford Road, Coleraine, Northern Ireland, BT52 1GE. Tel: +44 2870 359 200Fax: +44 2870 326 932