New Fáilte Ireland research shows great tourism potential in cycling
Final preparations are taking place across counties Louth, Meath and Dublin in advance of the arrival of the Giro d’Italia on May 11th, when 200 of the world’s elite cyclists along with 300 international media and 500 team staff and organisers will come south of the border having cycled through Northern Ireland.
Commencing in Belfast, the competitors will cycle through Dundalk, Drogheda and Malahide before finishing in Merrion Square in Dublin city centre. The event will be broadcast in 174 countries across all continents reaching 125 million households and will attract a combined global TV audience of 775 million.
Speaking in advance of the Giro’s arrival, Michael Ring Minister of State for Tourism and Sport said –
“Our government is delighted to be associated with Giro d'Italia 2014 and, through the Fáilte Ireland Major Events Unit, we are committed to building Ireland's international reputation as a quality destination for staging major sports events.
“Ireland will be the focus of the cycling world on May 11th giving us a wonderful platform to showcase our fabulous landscape and scenery. Most of all, it is hoped that the event captures the passion, hospitality and welcome of the Irish people and encourages all those around the world watching on to consider their very own tour here.”
Fáilte Ireland has been co-ordinating a consumer awareness campaign including radio promotion as well as online and outdoor advertising. Speaking about the campaign, Ciara Sugrue from Fáilte Ireland said –
“To secure the Giro d’Italia for Ireland is a great boost for tourism and our campaign has been all about making sure people here in Ireland are fully aware about what will be on their doorsteps and would encourage everyone to get out and enjoy what will be a great spectacle.
“Working with the local authorities along the route, we want to ensure Ireland is perceived in the best possible light to the millions of potential visitors watching around the world. The commitment by local communities to get behind the event has been fantastic especially the pinking of shop-fronts and businesses along the route.”
Buildings in Dublin have got behind the pinking initiative with City Hall, Civic Offices and Merchant’s Arch in Temple Bar all going pink and this weekend will see Dublin Airport joining the initiative.
Meanwhile, Fáilte Ireland today released new research into the potential of cycling holidays amongst overseas visitors. Conducted across the four key markets of Britain, France, Germany and the Netherlands, the report looks at where are cycling visitors are coming from and their profile, where future potential lies and what makes a good cycling trail. (
click here to read the full report)
Some interesting points from Fáilte Ireland’s research into the cycling market;
• Over 170,000 overseas visitors engage in cycling every year spending approximately €200m
• The largest potential market for cycling in Ireland is Germany
• Beautiful scenery is the main priority amongst both the domestic and overseas markets
• Cyclists are likely to be found amongst all age groups however it is most common with the males in the younger age bracket
• With overseas visitors the potential is higher for cycling amongst those living in the urban areas, particularly the capital cities
• Accommodation choice only needs to be simple but must do the basics well
Follow us on Twitter @Fáilte_Ireland #girostart2014
ENDS
For further information please contact:
Louise Tolerton - Press Officer
086 6086578/01 8847135
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