UKI 7 19/5/09 14:49 Page 56
knowledge uk & ireland
ttglive.com
Summer market
Ireland pushes offers
Suppliers in the Republic of Ireland are trying to offset the euro exchange rate with
promotions, while Northern Ireland may benefit from using sterling. By Dave Richardson
I
reland as a whole faces a tough
summer, but the Republic of Ireland
(in the eurozone) and Northern Ireland
(sterling) could have varying fortunes.
Hotels throughout the Republic are
offering deals to stimulate demand, and
carriers too have keen rates for operators to
make into cut-price packages. Deals are
available to Northern Ireland too, but hotel
capacity there is much less.
Tourism Ireland is working hard to
counter the downturn, with the market
from Great Britain down 6% in January/
February. Its main advertising campaign
uses “infinity maps”, which feature
photo-based icons, together with the slogan
“go where Ireland takes you”, plus tactical
offers from carriers and operators.
Vera Stedman, the tourist board’s deputy
director for Great Britain, says: “Our website
hosts more than 1,000 special offers, and we
include trade partners with bonded products.
“A lot of people still book packages, and
we had 38 British operators at our workshop
in April. They were delighted that Irish
eland
hotels and other providers are so flexible,
with offers such as welcome hampers in T
ourism Ir
self-catering accommodation or free ceilidh Dingle in County Kerry: Irish suppliers are trying to counter the impact of the euro on British visitors
nights on a coach tour. There is still time to
boost the late summer and autumn.” “We are continuing to re-negotiate deals
Tourism Ireland is inviting agents and op- with hotels and put out offers on a regular
BOOK IT
erators to contact it to discuss special offers. basis, and have agreed a budget with Tourism
Promotion in Scotland concentrates on Ireland for joint campaigns.”
A week’s family holiday by car for £658 – saving £225 – is
on offer for bookings made by July 3 at six self-catering
Northern Ireland, because of the many ferry Rival Irish Ferries operates from Holyhead
holiday villages featured by Irish Ferries Holidays.
and air routes. and Pembroke in Wales, also with a mix of fast
■ irishferries.com
“Sterling is positive for Northern Ireland, and conventional ferries. Its holidays division
but we are stressing that while it may be on sells self-catering in addition to hotels.
Bargain ferry breaks from £59 per person are available
your doorstep, it certainly isn’t just like Fares have been cut by up to 50% using the
from Stena Line, including car travel and hotel with
breakfast for one night.
home,” says Stedman. slogan the Low Fares Ferry Company, with
■ stenaline.co.uk/hotels
Stena Line is a key partner as it operates many special offers on packages.
from Scottish and Welsh ports, and its holi- Declan Mescall, Irish Ferries head of
days division offers hotels across the island. passenger sales, says: “Value is obviously the
It is spending £14 million refurbishing its key message, but we do not intend to lose sight
Contacts Tourism Ireland
10 ships, which operate five Irish Sea routes. of our other message that travel is something
Dermot Cairns, the company’s general to be enjoyed, not endured. The contrast
Trade relations manager
manager for Irish Sea routes, says: “The sum- between low-service airlines and the strong
Dermot Hogan: 020 7518 0812
mer has started well and is ahead of budget, customer focus of Irish Ferries is very marked.” Scotland manager
but many bookings are on discounted fares P&O Irish Sea and Norfolkline Irish Sea Ferry Elaine Murray: 0141 572 4030
and come in later and later. Services also have special offers.
56 22.05.2009
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