Fàilte Ireland: 9 years of selling Ice to Eskimos

Agencies: DDFH&B and PHD

Introduction & Background

"Once the travel bug bites there is no known antidote, and I know that I shall be happily infected until the end of my life." - Michael Palin

That nice man from Monty Python first went around the world in 80 days in 1989, and brought the intoxication of international travel and discovery straight to our sofas. With little need for encouragement, and as accessibility to new destinations improved, the Irish public was becoming increasingly attracted to getting on a plane in order to get away from it all. Therefore, throughout the Noughties, trips abroad were growing at a significantly faster rate than home holidays.

Figure 1. 2007 > 2015 Evolution

As the body responsible for the development of the domestic tourism industry, Fáilte Ireland needed to take action to protect this sector that was hugely important in the national economy. Tourism accounts for 4% of our GDP, the tourism/ hospitality sector accounts for more than 7% of total employment and Irish people spent over €938 billion on home holidays in 2015 alone. (Source: CSO)