TORONTO — Tourism Ireland and many of its biggest Canadian supplier partners shared intel at an Industry Leaders roundtable yesterday, with valuable feedback from the guest of honour: Northern Ireland’s Economy Minister, Conor Murphy.
Representatives from Air Canada, WestJet, Goway, TTC Tour Brands, Golf Away Tours, ACV, RIT Vacations and more came out to meet Minister Murphy and reconnect with the Tourism Ireland team, and to talk about the highlights and challenges of selling the very popular Emerald Isle.
Minister Conor Murphy with WestJet’s Andrew Gibbons and Tourism Ireland’s Sioban McManamy
While lift is plentiful, finding sufficient hotel space in high season continues to be a challenge. Tour operators were happy to hear that more new hotels are in the pipeline to help alleviate the strain on existing properties.
Air Canada Vacations’ Manager, Product Development, Joe Coutu, said ACV’s travellers are booking 10+ nights in Ireland, “and they’re looking for luxury product.”
He alluded to the recent turbulence when the possibility of an Air Canada pilots strike came down to the wire, impacting forward bookings. “Up until a couple of weeks we were going to have a record year, we lost a few bookings but we’re working hard to get them back,” he said.
“CANADIANS STAY LONGER AND DO MORE”
Siobhán McManamy, Director of Markets & Partnerships for Tourism Ireland, said Canada has grown to be the sixth largest revenue generator for Ireland.
“The Canadians are among our favourites,” she told Industry Leaders roundtable participants. “They stay longer and they do more.”
For his part, Minister Murphy spoke of the “longstanding and important partnership between Canada and Ireland”, noting that 4.6 million Canadians claim Irish ancestry.
He thanked Tourism Ireland’s partners for their support. “Tourism is one of our biggest success stories,” he said.
Minister Murphy added that the tight accommodation issue in Ireland is one that comes up consistently. “It’s a bit of a chicken-and-egg situation. But there is strong investment across the island to bring in more upscale hotel product.”
FIVE AIRLINES ON TORONTO-DUBLIN ROUTE
Steady increases in lift over the years have boosted Canada’s visitation to Ireland.
As many as five airlines now offer the Toronto-Dublin route. McManamy said she believes it’s the most served route to Ireland worldwide.
Seasonal flights are available from Vancouver, Calgary, Montreal and Halifax, plus year-round from Toronto.
It’s a far cry from decades ago when Canadian tour operators and retailers would “ask each other ‘How do we get the airlines to fly to Ireland?’” said Lindsay Pearlman, SVP, Travel Leaders Group.
Tim Liu, Air Canada’s Managing Director, Sales Planning & Effectiveness, said Ireland is a strategic part of Air Canada’s network. “Overall we’re really excited about Ireland,” said Liu. When it comes to capacity, he said Air Canada will monitor demand and adjust capacity accordingly.
Alison Metcalfe, now Tourism Ireland’s Executive VP, USA & Canada and a long-time supporter and friend to the Canadian market, said Ireland is enjoying a 20% increase in direct air access.
OFF SEASON IS ‘COZY SEASON’
With continued investment in the Canadian market – including a first-ever TV campaign – Metcalfe asked airlines and tour operators if they’re seeing more off-season business, also marketed as ‘cozy season’.
Andrew Gibbons, WestJet’s VP Government Relations and Regulatory Affairs, noted that “shoulder seasons are harder and it takes time to build.” But growth can come from surprising places. Gibbons said WestJet is seeing a lot of Americans fly to Ireland through its Calgary hub. He said WestJet is also looking at expanding its Ireland service to an additional Canadian destination.
Andrew Gibbons, WestJet’s VP Government Relations and Regulatory Affairs
In keeping with the new strategy WestJet embarked on two years ago, the airline is doubling down on “east-west, transatlantic leisure routes. That’s our focus,” said Gibbons, adding that post-pandemic the airline is “looking for safe bets.”
Brenda Bradley, Sales Manager, TTC Tour Brands, said momentum for Ireland is stronger than ever for TTC especially with FIT thanks to the launch of Brendan Vacations in Canada in 2022.
Bradley tried off-season Ireland travel for herself. “The lights come out, the hotels put the fires on, it’s beautiful,” said Bradley. “I have friends who have now booked as late as they can to Ireland. It’s a great way to experience Ireland.”
Like many European cities, Dublin and Belfast both have Christmas markets.
Goway SVP Craig Canvin said he’s definitely seeing demand spill into the shoulder seasons.
“January and February are tough. But the traditional shoulder seasons, especially March and October, are very strong. This year October will be our third highest Europe month.
Canvin added: “The demand is there, clients are looking for off season travel because of overtourism. Goway is also seeing more demand for Northern Europe versus southern Europe. More clients are also doing multi-country tours, FIT, and they’re doing four or five nights in each place, not one or two.
The ‘cool-cation’ trend and the move away from tourism’s biggest (and crowded) hotspots is real, noted Pearlman. “People are saying, ‘I can’t deal with St. Mark’s Square in July.”
No matter what time of year it is, Ireland’s tourism offering is strengthened by its wonderful locals and legendary hospitality.
McManamy said Ireland has seen big growth in local authentic experiences, from food tours to historic tours. Locals love to show off their hometowns, she added. “Their pride of place is so strong.”
RIT Vacations’ Ian Duffy
More information about travel to Ireland can be found at TourismIreland.com.
