I am committed to the ongoing development of a vibrant and competitive tourism sector that makes a significant contribution across the country, is economically, socially and environmentally sustainable, helps promote a positive image of Ireland overseas, and enables local communities to prosper.
Tourism Ireland is the organisation responsible for marketing the island of Ireland overseas as a compelling holiday destination. In Budget 2024, I maintained additional funding of €10 million for overseas marketing of Ireland. Sustaining investment in marketing campaigns is important to ensure Ireland’s share of voice is retained for longer-term success in an increasingly competitive marketplace.
Tourism Ireland’s work overseas supports, and is supported by, other areas within the remit of my Department. For example, the portrayal of culture and sport in Tourism Ireland marketing communications overseas can play an important role in helping potential visitors to envisage and appreciate some of the unique aspects of a holiday on the island of Ireland and recognise the island as a top location for sporting events.
Sport-related tourism has emerged as a very significant element of world tourism, with a multi-million-euro market and a huge potential for countries who position themselves correctly. High profile sporting events such as the UEFA Europa League Final in May 2024 at the Aviva Stadium, the return of The Open to Royal Portrush in 2025, the Ryder Cup at Adare Manor in 2027 and the American college football series provide a unique opportunity to highlight the island of Ireland as a wonderful holiday destination, as well as a top location for sporting events.
There is great co-operation between Screen Ireland and Tourism Ireland. Screen storytelling provides new perspectives on Ireland and Irish values for audiences around the world – including potential tourists – and projects an image of the country as a rich and creative place with a unique identity. Seeing Ireland’s beautiful landscapes on screen helps Tourism Ireland to market the country and they often create a ‘behind-the-scenes’ film describing and praising the filming locations.
Screen and Sport Tourism opportunities continue to be leveraged by Tourism Ireland to shine a spotlight on Ireland as a great holiday destination. My Department and the tourism agencies will continue to work to identify and exploit the opportunities for convergence between tourism and other sectors for the overall benefit of the entire tourism ecosystem.
