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Northern
Europe
Scaling New Heights — Monday, 30th November 2015
Aileen Hickey Marketing Manager, The Nordics
Tourism Ireland
Marketing Manager, The Netherlands
Tourism Ireland
Karen van der Horst
71MM
Outbound
trips
474K
visitors to
Ireland in
2014
Nordics
+10%
(CSO, Jan-Oct 2015)
BeNeLux
+ 12%
(CSO, Jan-Oct 2015)
Vimeo link: https://vimeo.com/148358513
Password: TourismIreland
European
Markets
Flights/
week
Weekly
seats
Netherlands 93 16,248
Nordics 44 6,897
Belgium 39 7,131
Nordics
Strong capacity in
2015 sustained 2016
Capacity
+60%
Netherlands
Belgium
capacity +16%
28 Extra Flights
per week
AMS-DUB
160,000
referrals 247 referrals from a single ezine
3,000 referrals
B&B Ireland
800+ Industry Engagements
€8.24MM Publicity
162k Facebook
Fans
333k web visits
Focus resources
Brand Consumer Engagement
Collaboration
Target our best
prospects
Make Ireland
Compelling
Telling Stories
Working with
partners
Target Culturally Curious
Nordic avg daily spend
is +75% than other Europeans
460K
registered Sweden
golfers travel in off season
30% of Northern European travel off season
50% of Dutch travel through by
car
47% of Dutch
visitors are repeat visitors
2040 International Association Conference HQ’ed in Belgium
Key themes
Key events
Total reach on
165,000 Increased
booking from
NL by 25%
6,552 Reach
Co-op Trade
Fam Trips
Meitheal Co-op
carriers
Workshops in Amsterdam
and Copenhagen
Business Tourism
Workshops
Only 54%
of Northern European
visitors take their main
holidays in the summer
3.9
holidays a year
taken by average
Northern European
Jan Feb March April May June July August Sept Oct Nov Dec
60%
of Northern European
visitors book in first 3
months of the year
Opportunity
to extend the
season
Best time to
put in your
early bird
offers
Opportunity
for repeat
visit
St Patrick
day
City breaks/
Shortbreak
Search, Social media & Content Marketing
Publicity and TV programming
Distribution and brochures
Ireland.com & Database Marketing
Ierland
workshop
Tradfest/
NYF
Great Coastal Routes –
Wild Atlantic Way &
Causeway Coast Ireland’s Ancient East
Carrier promotion Carrier promotion
Tour Operator/OTA
joint promotion
Tour operator/ OTA
joint promotion
Carrier promotion
Golf promotion
Jan Feb March April May June July August Sept Oct Nov Dec
Nordic
workshop
Industry Opportunities
2016
Social Media
Offers
Newsletters
Publicity and TV
programming Ireland.com
In-Market Events
Joint promotions
800 + Industry
Opportunities from Northern
Europe
www.tourismireland.com/industryopportunities
Thank
You.
Questions
& Answers