New home holiday campaign pushes the two big ‘V’s – Value and Variety

Gathering events a highlight as Fáilte Ireland launches brand new domestic market campaign

Fáilte Ireland today launched its new home holiday campaign emphasising the great variety of festivals and events taking place during 2013 – the year of ‘The Gathering’.  The new home holiday campaign incorporates an animated series of TV ads, radio and print promotion. The national tourism development agency also rolled out a revamped and upgraded Discover Ireland App to accompany a new initiative providing free Wi-Fi in tourist information offices around the country. 

The new animated television adverts  will be going live on Monday 11th March while a new Spring Special Offers brochure will be included in national newspapers on 16th and 17th March as well as being available in all tourist offices across the country. 

Speaking today Minister of State for Tourism Michael Ring T.D. said –

“With visitors from all over the world coming to Ireland this year for The Gathering, there’s every reason for Irish people to stay in Ireland and join in the festivities. We have never had so much going on – from major national events to regional festivals as well as 3,300 locally planned ‘gatherings’.

“Over the last few years the tourism sector has served up improved value while maintaining great quality. So if you’re after good fun and great value, then check out the ‘Discover Ireland’ brochures, website or new smartphone app and plan your break now.”

Last year, in 2012, Irish people took an estimated 8.9 million domestic trips generating estimated economic activity of €1.7 billion.  The latest Fáilte Ireland research shows that almost six out of ten (57%) Irish people plan to take at least one break in Ireland this year which remains at the high water mark for the home holiday market. 

Research also indicates that satisfaction levels for Irish people with their breaks at home remain extremely high – 77% were very satisfied with their last Irish break (compared with levels of 63% just 3 years ago) with a further 21% adding that they were fairly satisfied.  

At today’s launch, John Concannon Director of Marketing with Fáilte Ireland emphasised that the home holiday market still remains central to the performance of the tourism sector and is still in robust good shape.

“It’s all about the two big ‘V’s – variety and value. Current satisfaction rates are an improvement on the levels seen throughout the boom and are an indication that more and more Irish people are finding good value at home to accompany the greater variety of festivals, events and activities which are on tap all year round.”

A new Smartphone Application and free Wi-Fi

To enhance the experience of all those who holiday at home this year, Fáilte Ireland launched its new revamped Discover Ireland app. John Concannon explained:

“Now with just the tap of a screen, you can see what’s going on all over Ireland. Whether you are a tourist or a local, you’ll love our Discover Ireland app which gives you up-to-date useful info on what’s happening, where to stay and more, no matter where you are.”

Providing an on-the-spot insight into what’s around every corner as well as easy to use maps and Augmented Reality, the new app uses GPS and is preloaded with listings on where to stay, what’s on and much more. Importantly, the app ensures that there are no shock roaming charges and it’s free to download.

To make things easier, it is now possible to download this app or anything else over a free Wi-Fi connection at most of Fáilte Ireland’s main tourist offices. A roll-out to further offices is planned.  The registration process for users is straightforward and a visitor need only register once and will be prompted to use the Wi-Fi in any tourist office where they visit. With 2.1 million tourists visiting a tourist office in 2012, the free Wi-Fi is bound to be a winner this year. 

Follow us on Twitter @Fáilte_Ireland

ENDS

For further information please contact:

Alex Connolly – Head of Communications
086 7966320/01 8847884

Louise Tolerton - Press Officer
086 6086578/01 8847135


Note for Editor

Fáilte Ireland, the national tourism development authority, was established in 2003 to guide and promote tourism as a leading indigenous component of the Irish economy.

The tourism and hospitality industry employs an estimated 185,000 people and generates almost €5.7 billion in revenue a year. 

Domestic Holidays Research 2012 – some interesting findings:

• Almost two out of three holidaymakers made the decision to take a short break in Ireland less than one month beforehand, with one in five making the decision just a few days in advance. 
• Almost seven out of ten (68%) of visitors used the internet when planning their home holiday.
• Internet and phone booking remain the most popular method for Irish people to seal the deal, at 47% and 40% respectively.
• The South West and West came out on top in terms of popularity, both with 18%, in terms of domestic visits across the regions followed by Dublin 16% and the South East 13%. 
• Activities participated in the most during home holidays include visits to places of cultural interest (42%), visits to national parks (23%), water-based activities and hiking (both 22%) and spa treatment facilities (20%).

Discover Ireland Special Offers Brochure - Spring 2013 Discover-Ireland-Spring-Supplement-2013 [pdf]
• The Discover Ireland Special Offers Spring brochure 2013 features 160 great special offers from hotels, guesthouses, B&B’s and holiday homes from all over Ireland.

• Because this is the year of ‘The Gathering’, more than 1 in 3 providers are offering discounts of 10% to 20% off multi-room bookings (or multi holiday home bookings). This is to encourage more ‘Get-Together Breaks’ - whether couples, families or groups of friends.

• Almost 6 in every 10 businesses are offering a free treats. These range from free spa vouchers, attraction passes, bottle of wine with dinner, room upgrades, ‘goodie bags’ and free day tours to €100 off the cost of a self-catering holiday.

• The brochure highlights lots of ‘Must Try This” ideas and tips for enjoyable breaks in each Region.

• It features some of the Spring festival highlight happenings from great Food Festivals in Dublin, Waterford, Clare and Cork to Film and Literary Festivals around the country. It also features examples of Gatherings and it directs readers to the website for more.

• The offers run from March 11 to the June 30, the perfect time for a refresher break and for a mid-term family break. Easter and the June Holiday weekends are all catered for.

• The brochure is available in Discover Ireland Tourist Offices from Mid-March to the end of June. It will also feature in National Newspapers on March 16 and 17.

• The brochure will also be available online at www.DiscoverIreland.ie/specialoffers together with several hundred other great Spring offers!

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