TORONTO — Back in 2012 about 90,000 Canadians travelled to Ireland. By 2018 that number had almost tripled, to 250,000.
It’s amazing what lift can do. More airlines flying passengers from Canada to Ireland, along with the growing popularity of the destination itself – already high to begin with – has resulted in some very strong years out of the Canadian market. “Year-round access, really good lift – it gives you a fighting chance when you’ve got that kind of lift,” says Alison Metcalfe, EVP North America for Tourism Ireland.
Five carriers flying half a dozen routes from here to the Emerald Isle will make 2019 stronger still, she adds. Canadians heading to Ireland this year can choose from Air Canada, WestJet, Aer Lingus, Transat and, starting in March, low-cost carrier Norwegian Air. In high season there will be 13,000 seats up for grabs, an increase of 52%.
In an interview at last night’s Tourism Ireland event for the Toronto trade, Metcalfe said promoting shoulder season travel to Ireland – or ‘smart season’ travel – has also helped. “We’re telling Canadians why they need to travel outside of the May – October time period.”
Tourism Ireland’s tour operator partners here have been a big help in getting the ‘smart season’ message out, adds Dana Welch, Manager, Canada for Tourism Ireland.
Welch and Metcalfe were joined by Niall Gibbons, Tourism Ireland’s CEO to launch Tourism Ireland’s brand new global campaign, ‘Fill Your Heart with Ireland’, at last night’s event, part of a trade mission that will see the Tourism Ireland team head to more cities across Canada.
‘Fill Your Heart with Ireland’, the first new brand campaign from Tourism Ireland in 7 years – it takes over from ‘Jump into Ireland’ – aims to have broad emotional appeal.
“We’re living in a hyper-connected world. Ireland is a place where you can disconnect. It’s an island that restores and enhances your lust for life.”
The campaign focuses on six consumer ‘passion points’ to motivate first trips – or return trips – to Ireland. The 6 points are Views & Landscapes, Living Culture, Built Heritage, Food & Drink, Soft Adventure and TV & Movies.
“We want people to travel to Ireland now,” says Metcalfe. “We don’t want it to be on their bucket list forever.”
Agents looking for more information about Ireland can always get in touch with Tourism Ireland, says Welch. “We have the Ireland Specialist program, our trade missions and webinars. We’re just a phone call away. We also have a ton on images, videos and other assets. We know agents are working on developing their social media presence and we can help with that.”
