Market Performance 

India is one of the world’s fastest growing travel markets. In the past five years, Ireland has recorded a sizeable increase in tourist arrivals from India. Tourism Ireland India is currently engaging with the travel trade and media through virtual trainings, ezines and social media.  

In 2015, the British Irish Visa Scheme (BIVS) was launched in India which allows tourists, business visitors etc. to visit both Ireland and the UK, including Northern Ireland, on a single visa. BIVS has been a fantastic breakthrough for increasing tourism from India to Ireland. 

With the increased air connectivity, Luxury Group and Incentive Travel from India to the island of Ireland has also grown significantly.  

Why should you target this market? 

Tourism Ireland has been working continuously to promote the island of Ireland in India. As per the European Travel Commission (ETC) report released in June 2020, in recent years, a large and growing population coupled with a strong economy has fuelled growth in the Indian outbound travel market. International departures from India have increased from 16.6 million in 2013 to 26.3 million in 2018. According to UNWTO, Europe had a 17% share of the Indian outbound market in 2018. Indian tourists are amongst the highest spenders abroad. Outbound tourism expenditure from India totalled €18.9bn in 2018, registering a growth of 22% over the previous year. 

We want to continue to work with you in 2021 to promote business and grow holiday bookings from this vital market. 

How to work with this market 

Throughout the year there are many ways we can work with you to promote your product or service to the India market through digital platforms and webinars. Also, while working with the India market following to be noted: 
•    Indians travel with families and appreciate booking discounts such as, kids stay free 
•    India consumers are interested in luxury products 
•    India consumers enjoy scenic imagery 
•    Like to try local and Indian meals 
•    Indians are active on social media. Provide free Wi-Fi to encourage them to share their experiences 

Social Campaigns

Regular content is shared through our digital platforms – Facebook and Twitter. Consumer e-zines included themes of Autumn in Ireland, Cosy autumnal retreats, Amazing places to stay in Ireland, Historic Houses and Castles and Gardens, The Best of Ireland, Golf in Ireland, Fall in Love with the Sounds of Ireland, The Ultimate Guide to Sports in Ireland etc. Tourism Ireland India created a series of #TakeMeBackToIreland. In these series we reposted the travel stories to Ireland by media and influencers who had travelled to Ireland.  

Click here to view our market snapshot and here for top tips for catering to visitors from India 

Market contact: Huzan Fraser Motivala