What are Partnership Programmes?
Tourism Ireland is committed to working with our industry partners to provide new and existing opportunities to grow their business from our overseas markets through several partnership programmes.
Industry can work collaboratively with Tourism Ireland through the opportunities below:
B2B Partnership Programmes
Co-operative Partnerships
Tourism Ireland undertakes co-operative marketing activity with partners, to support the overall mandate of the organisation to grow tourism sustainably to the island of Ireland and assist Northern Ireland to reach its tourism potential. Tourism Ireland seeks to partner with organisations who are willing to co-invest in campaign activity to drive sales. In engaging in these partnerships, Tourism Ireland seeks to combine the motivational appeal of destination promotion with a partner’s ability to offer an aspect of an island of Ireland holiday, at a competitive price to convert consumer interest in visiting. To achieve this, Tourism Ireland proactively seeks partnerships with airlines, sea carriers, island of Ireland industry and tour operators. Tourism Ireland proactively invites proposals for partnership from key partners. Co-operative marketing is marketing activity involving Tourism Ireland and one or more partner stakeholder, where we finance, plan, run and evaluate a campaign together, to reach dual or complementary goals.
Additionally, all prospective partners may submit proposals for co-operative engagement at any point throughout the year. Proposals are evaluated on their potential to drive tourism growth sustainably, and over time, grow the value of overseas tourism, incremental visitors and/or bed nights to the island of Ireland.
ITOA Co-operative Partnership
The Inbound Tourism Operators Association of Ireland (ITOA) is the representative association of Ireland’s inbound tour operators, DMCs, handling agents and PCOs. Members design and package creative programmes and itineraries for escorted tour groups, individual holidaymakers and business tourists (including those visiting for incentive travel, corporate meetings and conferences). Tourism Ireland works collaboratively with the ITOA to provide a funding programme for its members on a co-operative basis.
B2C Partnership Programmes
Paid Partnerships Programmes
Tourism Ireland’s marketing teams package together co-operative, digital and media partnership programmes that provide value for money for industry and are available throughout the year. These packages can include both internal and external channels such as promoted placement on Ireland.com, social media features, offers, features in ezines and more. Typically, our larger markets apply a tiered system of gold, silver and bronze packages ensuring that there are ample opportunities for all sizes of industry partners. Partnership Programmes usually have limited space available so apply early to avoid disappointment.
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