Northern Europe

Tourism Ireland Marketing Plans 2018

Aileen Hickey

Market Manager The Nordics

Karen van der Horst

Market Manager Belgium & The Netherlands (BeNe)

BELGIUM

NETHERLANDS

FINLAND

DENMARK

Huge Potential in Northern Europe

NORWAY 98.2m No of outbound visits

$84.1bn International Tourism Spend

SWEDEN

63%

Maintaining growth in visitor numbers

BeNe

298k

Nordics

189k

+3% YTD

2012, 428k

2014, 475k

2016, 607k

2012 2013 2014 2015 2016

Steady growth

Maintaining strong growth trend from 2015 and 2016

+7,000 EXTRA

VISITORS

Aug - Oct

+14,000 EXTRA

VISITORS

YTD

Northern Europe Opportunity- Great Air Connectivity

+7% Growth

+29% Growth

Culturally Curious in Northern Europe

Sophisticated,

seasoned travellers,

progressively minded,

young at heart.

Happy to speak in

English

Very digital savvy

Authentic

Experiences

Friendly

People

Natural

Scenic

Beauty Stories,

Myths &

legends

Strategy for continued growth

The right campaigns

at the right time… focus on the

AWARENESS stage of the purchase funnel

Messages that fit with the

CULTURALLY CURIOUS audience

Work with partners to

TELL & SELL

Growing seasonality in Northern Europe

Second and third holidays

the norm

High disposable

incomes

Year round access

Not sensitive to Irish

weather!

Golf in Q3 and Q4

40% 44% 43%

0

50,000

100,000

150,000

200,000

250,000

300,000

350,000

400,000

2014 2015 2016

Q2 & Q3

Q2 & Q3

Q2 & Q3

Q1 & Q4 Q1 & Q4

Q1 & Q4

Regional Growth in Northern Europe

Best fit regions for each market

Promote public transport ‘hubs’

Importance of Car Touring for NL

Lobbying for regional direct access

85

%

Inspire, using Brand experiences

Authentic

Experiences

Friendly

People

Natural

Scenic

Beauty

Stories,

Myths &

legends

Wild Atlantic Way Ireland’s

Ancient East

Festivals and Events

Dublin – Breath of fresh air

Golf

Be there at the right time!

Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep

CIT

Y

BR

EA

K

LO

NG

ER

HO

LID

AY

Inspiration –making

destination choice 60%

of Northern European visitors

book in first 3 months of the year

Only 54% of Northern European visitors take

their main holidays in the summer

3.9 holidays a year

Planning and booking for city breaks

Travelling for city breaks

Planning and

booking for

city breaks

Working with our Irish & Market trade partners

Famtrips In Market events & Workshops Consumer campaigns

Co-operative Campaigns Carriers Co-operative Campaigns Trade

www.tourismireland.com/industryopportunities

* Results Jan-Oct’17

Match making – right product, right channel, right audience

1,000K+ referrals from

Nordics

+206% Bookings

from NL

+350% Bookings

Denmark

Bookings from NL doubled in 2017

Are you ready for the journey? Work with us in 2018

* Results Jan-Oct’17

Q&A