Fáilte Ireland campaign targets Brexit in €500k tourism push

Business, Lifestyle | Mon 21 Aug | Author – Business & Finance Wild Atlantic Way, Ireland

Fáilte Ireland has announced a €500,000 home holiday campaign aimed at extending the tourism season and countering the effects of Brexit.

Running from the end of August to mid-October, the campaign is expected to reach 3.3m Irish adults on RTE, TV3, Sky, Channel 4, radio and social media. The agency expects that 94% of adults will be exposed to the campaign.

“The domestic market is an important element of Ireland’s overall tourism sector and our home holiday marketing activity is geared at boosting visitor numbers outside of the busy summer months to allow businesses to sustain activity throughout the year therefore increasing revenue and generating local employment,” explained Fáilte Ireland CEO Paul Kelly.

“Domestic performance along the Wild Atlantic Way, according to businesses on the ground, has been positive so far this year and it is our hope that this campaign will further bolster this performance as we head out of the busy summer months into the shoulder season.”

The agency is also planning a home holiday campaign for Ireland’s Ancient East later in the year in a domestic market valued at €1.12bn last year – a performance it described as “buoyant”.

“Fáilte Ireland also maintains a watchful eye on those counties who are most likely to suffer lower visitor numbers along the border as a result of Brexit and it is our hope that this autumn campaign will encourage more domestic visitors to consider a break in counties located outside of the main hotspots such as Donegal, Sligo and Mayo which all feature strongly in the campaign,” said Kelly.