Irish Tourism to Target Brazil and Russia

Tourism Ireland announces new strategy to attract more high-spending BRIC visitors

Tourism Ireland has announced a new strategy to attract more high-spending visitors from the emerging tourism markets of Brazil and Russia. The organisation will target potential holidaymakers in these markets by working closely with airlines and tour operators to increase exposure and demand for holidays to the island of Ireland.


The decision follows Tourism Ireland’s review of potential new markets and has also been influenced by the Government’s introduction last year of the visa waiver scheme, which makes it easier for visitors from these countries to come to Ireland on holidays. Tourism Ireland already markets Ireland actively in both India and China.


The UNWTO (United Nations World Tourism Organisation) reports that outbound tourism from Brazil and Russia grew steadily in recent years and that in 2011 spending by visitors from Brazil and Russia grew globally by +32% and +21% respectively.


Minister for Transport, Tourism and Sport Leo Varadkar welcomed the new strategy: “This new focus on Brazil and Russia reflects the Government’s commitment to develop these rapidly-growing, emerging markets. India, China and Russia all benefit from the Government’s visa waiver scheme, while Brazilian tourists don’t need visas to visit Ireland at all. I would encourage the tourism industry to respond to this strategy, by finding new ways to engage visitors from these countries with attractive and good value tourism products.”


Niall Gibbons, chief executive of Tourism Ireland, said: “The majority of our overseas visitors come from the core markets of Great BritainNorth America and Mainland Europe, and while this will continue, it is important that we expand our focus beyond these markets and look to the long-term opportunities presented by the BRIC countries. Nurturing these markets and adapting to the diverse needs of their travellers is essential. Since the visa waiver scheme was introduced here by the Government last year, there has been a noted increase in demand from tour operators for visas for Ireland and a number of tour operators in China, India and the GCC are programming Ireland for the first time in 2012, on the back of the new arrangements. We believe the BRIC economies will play an increasing role in the future of the travel and tourism industry generally and will play a greater part in helping us to grow tourism from overseas in 2012 and beyond.”


Tourism Ireland’s programme of promotional activity in China and India this year involves co-operative campaigns with airlines and influential tour operators, to ensure Ireland features prominently in itineraries and travel brochures; hosting familiarisation visits for travel agents and tour operators around the island of Ireland; as well as working closely with travel and lifestyle journalists, to ensure the island of Ireland features extensively in the media in those countries. Tourism Ireland has offices in China (Shanghai and Beijing) and India (in Mumbai and Delhi).


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