Fáilte Ireland unveils new domestic marketing campaign and new COVID-19 Safety Charter to boost public confidence

Fáilte Ireland is revealing its new national domestic marketing campaign to the tourism and hospitality industry today.

‘Ireland, make a break for it’ will go live across media this weekend in what will be a major drive to encourage people to take domestic breaks this summer.

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The National Tourism Development Authority is also launching a new COVID-19 Safety Charter initiative designed to boost public confidence in the safety of businesses as the tourism sector reopens from June 29th.

The details of both campaigns worth in the region of €4million will be revealed by Fáilte Ireland at a virtual industry event being held today for hundreds of tourism businesses from across the country.

As the country continues to progress along the Government’s Roadmap for reopening society and business, intention to take a break in Ireland among Irish consumers is growing, and Fáilte Ireland expects this to continue at a measured pace as restrictions are revised. According to Fáilte Ireland’s latest consumer sentiment research 57% of Irish people are now planning a short trip in Ireland in the next six months. However, safety is a significant concern for people, with visible safety measures and social distancing emerging as strong themes.

Responding to these insights and the potential growth in the domestic market in 2020, Fáilte Ireland has created a new marketing campaign, ‘Ireland, make a break for it’, and a COVID-19 Safety Charter to stimulate demand and provide reassurance for consumers that they can book their domestic holiday with confidence.

Welcoming Fáilte Ireland’s plans, Minister of State for Tourism and Sport, Brendan Griffin TD said:

“The domestic market will be hugely important for Irish tourism and hospitality businesses across the country as we re-build the sector over the coming months. I very much welcome these new initiatives by Fáilte Ireland, which are intended drive growth across the domestic market.”
Speaking on Fáilte Ireland’s new domestic marketing campaign and the COVID-19 Safety Charter, Paul Kelly, CEO Fáilte Ireland said:

Fáilte Ireland’s latest research tells us that while Irish people are planning their domestic holiday they are extremely concerned about safety. Almost 9 in 10 (87%) want to ensure that the appropriate safety measures are in place if they are to consider taking a domestic break in Ireland this year. Our new domestic marketing campaign ‘Ireland, make a break for it’ will encourage people to book a break, while our COVID-19 Safety Charter will reassure them that the tourism and hospitality businesses that they visit have committed to adhere to the correct safety measures and hygiene protocols.”

The Fáilte Ireland COVID-19 Safety Charter has been created to help businesses boost trade by showcasing their commitment to follow all recommended safety and cleaning guidelines and to instil public confidence. By signing up to the COVID-19 Safety Charter, businesses are agreeing that all of their employees will follow Fáilte Ireland’s sector-specific operational guidelines and undertake the Infection Prevention Control training programme being launched as part of this initiative. Businesses that sign up to the COVID-19 Safety Charter will be entitled to display this Charter prominently within their premises and online platforms.

Throughout the COVID-19 crisis, Fáilte Ireland has been working with tourism and hospitality businesses to support them through the challenges they are facing. To find out more about Fáilte Ireland’s response to the crisis and to access a suite of free business supports, visit Fáilte Ireland’s online COVID-19 Business Support Hub.

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