Italy

Italy

Market Performance

The Italian market delivered est. 363K visitors to the island of Ireland in 2019. Following years of double-digit growth from Italy, we are optimistic about 2021 visitor numbers and future potential growth with direct air access from Italy working in Ireland’s favour. Although 2020 has presented enormous difficulties for travel to Ireland from Italy, Tourism Ireland research suggests that Italians will be among the first Europeans to begin travelling again. And once they can travel again, our culturally curious Italian visitors have put Ireland close to the top of their consideration set. When the time is right to travel, they will be looking for wide open spaces and landscapes, which the island of Ireland can offer in abundance, together with natural social distancing. Repeat visitors and Italians visiting friends and relatives are likely to represent good target opportunities as they indicate a preference for visiting places that are familiar to them. 

Currently, our focus is on engaging with Italian travel trade and media. We are keeping Ireland top of mind via our wide-ranging #FillYourHeartWithIreland social media campaign. Through this campaign, we are sharing inspirational content about the island of Ireland with Italian fans and followers on social media, including 305K Facebook fans, 11K Twitter followers and 85K Instagram followers, to help ensure that the island of Ireland stays front-of-mind with them for future holidays. 

Why should you target this market?

The culturally curious Italian visitors have put Ireland close to the top of their consideration set for future international travel, once the time comes. Italian visitors are more likely to be holiday makers, to stay longer and to spend more than visitors from many other markets. In 2019, Italian visitors contributed est. €178M to the economy across the island of Ireland, and they stayed an average of 9 nights. Well over half (61%) of all our Italian visitors came to Ireland for a holiday. Often late bookers, Italians value quality and are prepared to spend well where they see value for their money. While keen to see as much of the island of Ireland as possible, some Italians are reluctant to hire a car. For this reason, it is important to include information on public transport options to make it easy for them to reach your location. 

How to work with this market

Please contact us to engage with our current activity (more details below) and keep Ireland top of mind with Italian visitors.  

Repeat visitors and Italians visiting friends and relatives are likely to represent good target opportunities as they indicate a preference for visiting places that are familiar to them. A recent review of the Italian market by Tourism Ireland confirms the Italian Culturally Curious as the segment which offers the most potential for the island of Ireland. These holidaymakers are motivated by Ireland’s stunning scenery and by our authentic culture. Getting to meet local people and understand their lifestyle is a key part of the holiday for these Italian visitors. Good quality local food is an important theme which we use to engage Italians, alongside images of iconic landscapes and the authenticity of our live music tradition. You can find a handy strategy card with more insights and tips on how to reach Italian visitors here.

Marketing Activity

Why not contact us and get in touch with Italian consumers via our #FillYourHeartWithIreland social media campaign? Through this campaign, we are sharing inspirational content about the island of Ireland with our Italian fans and followers on social media, including 305K Facebook fans, 11K Twitter followers and 85K Instagram followers, to help ensure that the island of Ireland stays front-of-mind. Check out other free opportunities, such as social media posts or personalised Instagram Stories designed by digital experts. Landscape imagery and video resonate very well with Italian consumers so please share your images or videos with us to get involved. Some key activities directly targeting Italian consumers include weekly consumer e-zines, social media campaigns and extensive press office activity. We also have several B2B opportunities targeting tour operators and travel agents such as webinars and e-zines, if you are keen to reach a trade audience.    

In the coming months our focus will be on recovery and sales facilitation, and we will post details of the activities you can participate in, such as on-line events, networking opportunities and when possible, trade and media familiarisation trips. Please register your interest in the Italian market to receive alerts, as we will be creating new opportunities throughout 2020 and into 2021. If you have any questions, or would like some tips on the Italian market, just drop us a line or give us a call, we will be happy to help and we look forward to working with you to deliver business from Italy in 2021 and beyond. 

Clickhere to view our complete market profile for Italy.

Market contact: Mary O'Connor