Market Performance

The United States is our 2nd largest source market and number one market for holidaymaker revenue.  The US accounts for an estimated 27% of holidaymakers and 42% of holidaymaker revenue. 

Why should you target this market?

US travellers stay longer, spend more, tour extensively and are high users of premium products. 72% of US visitors to the island of Ireland are holidaymakers. On average, US holidaymakers stay on the island of Ireland for 8.5 nights and typically, they each spend €900/£783. The core focus of our strategy is to maximise Ireland’s capacity for conversion by targeting those consumers with greatest potential to travel in 2021 and beyond. By working together, and by targeting those markets with direct air access and high potential segments (FIT, luxury, diaspora, golf, outdoor activity and smaller groups) there are opportunities to convert what we expect to be significant pent-up demand for the island of Ireland as the recovery takes hold. 

How to work with this market

Trade communications such as agent & operator webinars and sharing content for partners channels has increased in 2020 and is a great platform to share product updates and keep Ireland top of mind. Webinars include Tourism Ireland hosted as well as in partnership with premium retail consortia. The focus on virtual B2B platforms delivers valuable opportunities to connect with key operators and agents in the market. We look forward to working with you to provide sales facilitation opportunities for 2021 and beyond. 

In addition to trade and operator activity we continue our focus on digital and publicity channels to seek out new opportunities to engage with trade and consumer media in the US. We welcome your product updates and content to help share stories from the island of Ireland in this space.

Ireland has an abundance of experiences that appeal strongly to US visitors. They are interested in exploring the island of Ireland by enjoying the beauty of the landscape. They also like to immerse themselves into the culture by meeting the locals and enjoying local specialities. Holidaymakers from the United States like to travel around and explore the regions of the island of Ireland. 47% of them hire a car and discover the island by self-driving.

Social Campaign:
  • Tourism Ireland is actively sharing the #FillYourHeartWithIreland content with our travel agent and tour operators in the US market on a regular basis keeping Ireland top of mind with inspirational and evergreen content. The content is packaged for operators to share on their own social media channels as well to inspire consumers to travel when the time is right.  Ancestry/Genealogy, Great Outdoors, Luxury and Castles content continue to resonate strongly.

Trade communications:
  • Tourism Ireland’s evolving Trade Communications programme includes our Ireland Specialist Programme, our dedicated Trade Website, E-zines and Webinars to our database of 11,000+ key US travel industry contacts. We will continue to provide timely and targeted information & news from Island of Ireland industry and US travel industry throughout 2021.

Upcoming Activity

•    North America Sales Missions
•    Trade education programme
      - Trade e-zine
     - Webinar programme 

Download our USA Social Media Factsheet here

Please check the site on a regular basis, register for email alerts for the latest information and opportunities throughout the year for USA. If you have any questions, drop us a line. We’re here to help.

We look forward to working with you and your teams throughout 2021.

Click here to view our complete market profile for USA.

Market Contact: Paul McDonagh