2010 OUTLOOK:TOURISM IRELAND will target the potentially lucrative business market next year to try to revive Irish tourism's flagging fortunes. The news came at this week's launch of Tourism Ireland's 2010 campaign at World Travel Market, in London.
Tourism Ireland's chief executive, Niall Gibbons, said the first 10 months of this year had been a "very tough period" for Irish tourism. He went on to outline Tourism Ireland's plans to attract increased spending from the business and conference sector over the coming years.
"Ireland is in a unique position to meet the predicament organisations and companies will find themselves in over the next three or four years - that of supplying their staff with conferences, events, seminars and incentives in an ex-UK destination that offers high-quality infrastructure or resorts, amenities, conference centres, golf and relaxation venues."
Another core element of the 2010 strategy will be increased promotional activity to lure more leisure travellers from Britain; their numbers have trailed off significantly because of the downturn and fluctuating exchange rates.
"We intend to make St Patrick's Day the biggest consumer event of the first quarter of 2010. By using this event to promote Irish culture and the island of Ireland we will create a desire to visit Ireland and experience Irish culture first hand," Gibbons said.
Tourism Ireland highlighted some of the attractions and facilities opening in the next two years that might entice more visitors to Ireland, including Lansdowne Road's Aviva Stadium, Dublin Airport's second terminal, the Giant's Causeway Visitor Centre and Belfast's Titanic Quarter.
"We are using this event to showcase our strengths . . . We are telling the world that the island of Ireland is very much open for business."