Tourism Ireland Divisions
Three operational divisions in Tourism Ireland carry out its marketing work.
The Markets Division develops and implements overseas marketing plans in Great Britain, North America, Mainland Europe and in New and Developing Markets across the world. Tourism Ireland teams in 14 market offices, and representatives in a further 11 market areas, carry out comprehensive programmes of activity designed to continue to grow overseas tourism to the island of Ireland.
The Division also includes the newly formed Co-operative Marketing team who are responsible for managing Tourism Ireland’s interaction and co-operative investment with our stakeholders. These stakeholders include the Northern Ireland Tourist Board, Fáilte Ireland, Dublin Tourism, Shannon Development, air and sea carriers, airports, ITOA, marketing groups and other industry members. The department also looks after Tourism Ireland’s involvement in major events, as well as Overseas Publicity, which operates extensive in-market publicity programmes, a key tool being media visits to the island of Ireland.
Central Marketing Division
The Central Marketing Division includes Strategy Development and Insights, which helps shape Tourism Ireland’s strategic direction and carries out research and analysis on market trends and consumer behaviour in markets across the world; Customer Engagement and eMarketing, which works with both Tourism Ireland market teams overseas, and with industry suppliers, to harness the growing influence of the internet for researching and booking holidays on the island of Ireland and manages a range of consumer services including print, publishing, the contact centre where consumer enquiries are handled and ICT. The Division’s activities also include Marketing Communications and Brand Development, which manages the development, implementation and evaluation of the island of Ireland Tourism Brand and develops world-class communications campaigns to promote the island as a compelling tourist destination in markets overseas. While the Northern Ireland and Product Liaison department works on achieving additional growth for Northern Ireland to assist it in realising its tourism potential.
Corporate Services and Policy Division
This division supports the activity of Tourism Ireland’s marketing teams at home and across the world. Areas of responsibility include the Board Secretariat, Corporate and Industry Communications, Finance, and Human Resources.