Tourism Ireland Allocated Additional Funding in Budget 2022

Tourism Ireland has welcomed an additional €35 million (approximately $40.8 million) allocated to its 2022 budget, saying the move will allow it to roll out a strong program of promotions throughout 2022.

“We know from our research that there is significant pent-up demand among travelers in our overseas markets to return to the island of Ireland as soon as possible,” said Niall Gibbons, chief executive of Tourism Ireland, in a press announcement. “However, we also know that there will be significant competition in the marketplace; every destination across the globe has experienced the impact of COVID-19 and will be seeking its share of the recovery. This additional investment will allow us to upweight our new campaigns in our international markets, punch through the noise and convert ‘lookers’ to ‘bookers’.”

Aviation, which has reportedly been the hardest hit by the pandemic in Ireland, has also received a separate fund of €90 million (approximately $104.9 million) for its recovery. 

Tourism Ireland is also teaming up with the NBC Golf Channel to promote the island to golfers in the United States

The partnership involves a new video showcasing some of the country’s top golf courses and reminding U.S. golfers that “now is the time to book a golf holiday in Ireland.” Golf Channel host Alexandra O’Laughlin and a film crew have shot the content at Royal County Down, County Louth Golf Club in Baltray, Adare Manor and Old Head in Kinsale among other courses. 

The video will be promoted by the Golf Channel on its digital and social channels later this year. It will also air during “Golf Today,” a popular show on the Golf Channel. 

Last month, Tourism Ireland had launched its new “Green Button” campaign in the U.S. to restart tourism and encourage Americans to book the island of Ireland for their next holiday destination. The €4 million (approximately $4.7 million) campaign is targeting six key gateways and 11 priority cities in the U.S., to reach and engage audiences who have the highest potential to travel to Ireland.

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