More than one million people in Germany are set to read all about the Wild Atlantic Way and Co Clare, following the visit of seven German travel writers, as guests of Tourism Ireland.
Representing various regional, weekend and online newspapers and magazines with a combined readership of around 1.3 million people – or potential holidaymakers for Clare – the journalists flew into Shannon Airport on the new Ryanair flights from Berlin and Memmingen (Munich West). The aim of their visit was to highlight our newest visitor experience, the Wild Atlantic Way, to the influential journalists, as well as ease of access for German travellers to Shannon Airport and the West of Ireland – so that the journalists will inspire their readers to come and discover it for themselves.
The group took the ferry from Tarbert to Killimer and experienced some of Clare’s Wild Atlantic Way, including a visit to the Cliffs of Moher. They also enjoyed a guided walk of the Burren with local tour guide Tony Kirby, as well as the banquet at Bunratty Castle. They had lunch in the Burren Smokehouse in Lisdoonvarna and overnighted at the Bunratty Castle Hotel.
This year, Tourism Ireland is placing a major focus on the Wild Atlantic Way in its promotions around the world. The Wild Atlantic Way is being highlighted through TV, print and online advertising; on Ireland.com and through social media channels; at major international consumer and trade fairs; through familiarisation visits for influential travel agents, tour operators, as well as international travel and lifestyle journalists and bloggers; and through Tourism Ireland’s promotional material – its market guides and brochures.
Zoë Redmond, Tourism Ireland’s manager for Central Europe, said: “Tourism Ireland was delighted to invite these influential journalists to Clare and Ireland, to experience for themselves some of the fantastic tourism experiences on offer here. Media visits like this are an invaluable part of our overall promotional programme; they are a really effective way for us to get positive exposure for Clare and Ireland through the media in Germany. The publicity value of the articles these journalists will produce when they return home is fantastic – they will reach over one million people in Germany.
“2013 was a record year for German visitors to Ireland and Tourism Ireland has an extensive programme of promotional activity under way throughout 2014 – to keep the momentum going and build on that growth. The most recent figures available from the CSO for 2014 (for the March-May period) show growth of +17% in German visitors to Ireland over the same three-month period last year.”