AN image of the Healy Pass on the Beara Peninsula features in a two-page advertising spread in the June edition of National Geographic magazine, which has 1.7m readers.
The advertorial is based on Tourism Ireland’s link-up with Secret Escapes, an exclusive members-only travel club. The campaign is encouraging people in Britain to get booking their holiday or short break to Ireland now and also includes a specially created section on the website of Secret Escapes, highlighting the Wild Atlantic Way.
The partnership with Secrets Escapes is just one element of Tourism Ireland’s extensive marketing campaign in Britain this year.
Vanessa Markey, Tourism Ireland’s head of Great Britain, said the customers of Secret Escapes include two of the key target segments, the ‘culturally curious’ and ‘great escaper’ holidaymakers. ‘Britain is the largest market for tourism to the island of Ireland and we have seen excellent growth in British visitor numbers so far again this year, with the most recent CSO figures, for February to April, showing growth of almost +19% – an extra 150,100 British visitors compared with the same three-month period in 2015. We are determined to keep the momentum going and ensure that growth continues.’
Tourism is the island of Ireland’s largest indigenous industry, responsible for in excess of 4% of GNP.