Extensive first half Campaign drives Tourism for the peak 
- Australia & Developing Markets

Tourism Ireland has a busy programme of promotions and publicity in place in Australia and developing markets including China, India, the Middle East and South Africa. In 2012 Tourism Ireland will also work to attract more high-spending visitors from the emerging tourism markets of Brazil and Russia.

Travel trade missions
In the first quarter of 2012 Tourism Ireland, together with industry partners, has undertaken a number of travel trade missions to new markets including to Russia (Moscow and St Petersburg), the Middle East (Dubai, Abu Dhabi and Kuwait) and India (Mumbai and Delhi), meeting with key tour operators and travel agents, to ensure the island of Ireland fully capitalises on these emerging tourism markets. A mission to China will take place later in the year.

Chinese State Visit 
The visit of Chinese Vice President Xi Jinping in February was a wonderful opportunity to showcase Ireland; a large media contingent travelled with Mr Xi, bringing the story and images of the Cliffs of Moher, Bunratty Castle, Riverdance and Dublin to a huge audience of potential holidaymakers in China. Tourism Ireland in China will work to maximise the tourism potential of the visit, urging potential holidaymakers there to come and follow in the footsteps of Mr Xi.


St Patrick's Campaign
‘Greening’ iconic sites and buildings

The world famous Sydney Opera House went green this year generating huge publicity across Australia and throughout the globe.

Tourism Ireland arranged for the iconic Burj Al Arab hotel in Dubai to ‘go green’ again on 17 March, as well as Table Mountain in Cape Town, South Africa.

New Zealand
The spotlight was on Galway and Ireland when the Volvo Ocean Race arrived in Auckland just in time for St Patrick’s Day. The race attracts huge publicity around the world and with Galway due to host the grand finale this summer, the Auckland stopover was a great ‘hook’ for Tourism Ireland to reach the estimated 200,000 people who visited the race village. And, once again this year, Auckland’s Sky Tower went green on 17 March. 

The Oriental Pearl TV Tower in Shanghai went green as part of this year's St Patrick’s celebrations around the world. Also in Shanghai, Tourism Ireland joined forces with Bord Bia to showcase ‘culinary Ireland’, with a cooking demo by an Irish chef. And in Beijing Irish music and celebrations featured on a number of radio stations on March 17th.


Tourism Ireland helped help stage events for local travel trade, carriers and media contacts in major centres around the world, involving Irish music, entertainment and food.  And a large group of journalists – representing 33 top media outlets around the globe – visited Ireland, taking in the Dublin St Patrick’s Day parade during their time here.