‘We Would Be Focusing On Marketing Alliances Next Year’

Jim Paul, director - new and developing markets, Tourism Ireland in conversation with Express Travel & Tourism talks about new products and marketing initiatives to strengthen ‘Tourism Ireland’ in India

What strategies are going to be adopted for the Indian market?

We would be focusing on marketing alliances with airlines, travel agents, Golf Associations and creating further awareness of the destination through publicity.

The increased flight capacities recently announced by the government between India and London will increase outbound leisure travel to Europe. There are excellent connections between UK and Ireland. Dublin is the busiest airport in Europe. We are focusing on strategic marketing alliances with these airlines with increased capacities to further promote the destination.

Is Tourism Ireland planning to tap a niche segment ie Bollywood. If yes, how and what strategies are being adopted?

India produces about 800 films per year out of which 50-70 per cent are big budget films. Approximately 15-20 films every year look at international locations with a budget of at least one million US$. Since films have proved to be a catalyst for tourism, we are focusing on this segment and would like to see some Bollywood producers shoot their films in Ireland. Ireland has excellent tax incentives for film production and is cost effective compared to other European destinations. In summer Ireland has long hours of sunlight and the weather in Ireland is good throughout the year making it an easy destination to film in. Being a small country a film unit can move from the beach to mountains to castles and lakes within a couple of hours.

What is your target clientele for India and what is your target in terms of tourists for the next year?

We are focusing on FIT and GIT market and the country has various options for accommodation to suit all budgets. The Indian outbound tour market is one of the fastest growing in the world and is estimated that 10 million Indians would be travelling outbound next year. 300,000 visitors travel to the UK every year and if Ireland can attract 10 per cent of these visitors to start with it would be a good start. Self drive tourists would be able to enjoy themselves in the country. The driving is easy since they drive on the same side of the road and road signs are all in English. The entire island is 450 kms long and 250 kms wide which helps the self drive tourist to cover the country in a short time. Ireland also has some really interesting town and country homes where the self drive tourist can spend a few days experiencing the Irish farm life.

Having established your presence in the Indian market, what are Tourism Ireland's plans for the next year?

The tourism market in India is buoyant and we intend to further strengthen our presence in the country. We are positioning Ireland as a new and exotic destination for the Indian Tourist. Ireland has natural scenic beauty, castles, beautiful golf courses, beaches and lakes. Indians would love Ireland's friendly people, the pub culture and Irish music and dancing. Ireland also boasts of a rich history and culture and has been the home of many famous writers such as James Joyce, Oscar Wilde, Seamus Heaney, Bernard Shaw and Oliver Gold Smith amongst many others.