The Joyful Immersion-Tourism Ireland

Today May 27, 2016 our group was fortunate enough to have the opportunity to meet with Tourism Ireland in their Dublin Office. This gave us chance to further understand the organization that markets the entire country of Ireland to the world. Going in it can be viewed as a difficult task, how does one present the world with a pitch? It just so happens that tourism is a major part of the Irish economy; they generate 2.4 Billion in revenue, also providing a boost for all the local businesses located here in Ireland. They have 15 offices stretching across 24 markets world-wide, including an office in our home state located in Manhattan. For all the business they are generating surprisingly they only have 150 employees, it speaks to the quality of work that they are putting into their business.

The main focus of the presentation we got to see was “Joyful Immersion”; they want tourists to “jump into Ireland” and live in the now. They pursue more than tourists come and take pictures; they want people to enjoy the full experience and submerse in the wonderful culture that Ireland provides. Rich in spirits Tourism of Ireland has developed three segments of consumers, the first being those who are culturally curious. This segment varies in age based on country; the next segment is the social energizers. This would be us the students, fueled by social media and seeking high adrenalin craic activities. Craic we learned translates to fun, a much different term than that in the states that’s for sure. They sponsor the check Ireland challenge which provides you with a list of 50 things to do in 48 hours. The third segment would be the great escape where they cater to those looking to explore themselves and spend family time. It was very interesting to see how they use data and information based on app usage and purchases in order to segment their consumer demographic.

Overall as marketing majors it was a very eventful trip, we were able to see the benefits of data analysis and marketing research translated into generating an increasing rate of tourism for the entire island of Ireland. From a Game of Thrones Tour to foodie fueled trip, there are many beautiful features this eventful country has to offer. As we continue to submerse ourselves into the culture of Ireland it becomes apparent why they have been so successful in increasing their tourism numbers and spending rates.