In Dublin, Hanafin's Focused On North America

Mary Hanafin, TD., Minister for Tourism, Culture and Sport this morning (Wednesday 31st March, 2010) addressed the "Know North America - Grow North America" seminar at the Radisson Blu Hotel, Golden Lane, Dublin. Tourism Ireland is marketing extensively in North American this year and an excellent programme is planned to keep Ireland front of mind for North American consumers.

The North American market is one of the most important source markets for tourism to Ireland. In 2009, North America delivered almost 1 million visitors with an estimated spend of over €600m. At Know North America - Grow North America, Tourism Ireland will outline its Action Plan for the market in 2010 and advise on how to get involved in the many marketing opportunities on offer. The seminars present an opportunity to learn more about the North American market and how to grow business in 2010 and beyond.

Addressing the forum Minister Hanafin said "the North American market has a vital role to play. I am delighted to hear of the increased optimism that exists among the travel trade there and that is reflected here among members of the Irish Tour Operators Association (ITOA) and others. No-one expects it to be an easy hill to climb but we know that interest in Ireland is high and with Tourism Ireland and their industry partners, promoting heavily, it is all to play for."

More than 130 million North American consumers will see Tourism Ireland advertising this year - with a strong emphasis on the value to be had while holidaying in Ireland. Of these, 60 million will receive value messages through direct marketing activities. In addition, close to a million partner offers and "Golf & More" brochures will be distributed to consumers who have the interest and the capacity to visit this year.

Minister Hanafin went on to say "I want to recognise the tremendous effort that Tourism Ireland, are putting into rebuilding business from North America. They are out there, fighting for business, embodying the genuine Irish welcome - spreading a message that focuses on value for money, on how easy it is to get here and on the great things to do and see when taking part in the Irish holiday experience. They are also re-engaging and re-energising the travel trade - and I would like to welcome some prominent representatives of the North American trade here this morning. They are targeting the diaspora -both Irish and the Scots Irish, letting them know that there's never been a better time to get back to their roots."

Concluding Minister Hanafin added "I would urge all of you here today, and the members and colleagues you represent, to continue to work closely with Tourism Ireland in the year ahead when their focus will be about 'closing the sale' and generating significant tourism business on this island."