爱尔兰的激情点和第六年的创纪录年份
经过Maria Lisella/
You might not link “passion” with the cool island of Ireland, or maybe you think Ireland’s sixth record-breaking year for tourism is based on the “Luck of the Irish,” but Tourism Ireland executives have left nothing to chance. They know exactly how to press, promote and market the passion points that have led to the country’s blockbuster tourism arrivals.
The current “Fill Your Heart with Ireland” campaign was designed to reach emotional passion points by presenting a series of moments that are intended to fill hearts with joy. The content will be shown on TV and various platforms, targeting lesser-known regions such as the Wild Atlantic Way, the Causeway Coastal Route, Northern Ireland, Dublin, and Ireland’s Ancient East.
Award-winning cuisine
您可能也不会将美食与参观的理由联系起来,但爱尔兰已经接受了其获得新鲜的鱼类,草食绵羊和羔羊的机会,并认为其出处是有机岛。
Alison Metcalfe, executive vice president, U.S. & Canada, for Tourism Ireland in New York, said: “Cuisine may not come to ‘top of mind,’ but Ireland now counts 16 Michelin-starred restaurants while it is producing and attracting great chefs and is building a reputation as a firm culinary experience.” Food trails, markets, festivals and street food are fast enhancing trips to Galway, Belfast, and the smallest villages in between.
即将发布的“岛屿品味”运动计划于9月6日推出,并将持续到11月30日 - 并以西科克节的味道开始。创新的工匠生产商和世界一流的厨师在岛上的厨房中汇聚在一起,创建了世界上最激动人心的美食活动之一,其中有500多种与饮料相关的食物和饮料相关的体验,供游客品尝。
Other highlights include a Harvest Moon Supper at Hook Lighthouse where guests can dine while enjoying the sunset and the Harvest moon rising over Hook peninsula in County Wexford; a feast at the foot of Mount Errigal where Donegal chefs create a unique dining experience; Armagh Food & Cider Festival; Galway International Seafood and Oyster Festival; Derry Slow Food Festival; Wild Food Foraging experiences; Oyster Shucking experiences and Whiskey Distillery Trails.
Just to give a few examples: Last year, The Wild Honey Inn located in Clare, was the first pub in Ireland to receive a coveted Michelin star. At the same time, the “2019 Michelin Guide to Great Britain and Ireland” unveiled single Michelin stars for three restaurants in Cork alone – Ichigo Ichie, the Mews and Restaurant Chestnut – while Dublin’s Restaurant Patrick Guilbaud is the one to merit two Michelin stars.
Other Michelin-starred winners can be found in Galway, Kilkenny, Belfast, and Waterford. Twenty-six restaurants kept their Bib Gourmand listings while five more were added this year.
高尔夫和电影旅游
Since Northern Ireland boasts more than one-third of the world’s golf links, including Royal Portreush (host of the 148Th它于2019年开放),它仍然是高尔夫圣地。爱尔兰旅游业的网站概述了骑自行车,远足和开车的详细路线,以协助代理商为客户创建更详细的框架。
旅游业是爱尔兰岛上最重要的行业,因为它拥有325,000人,每年吸引超过200万北美游客,回报率为20亿美元,比2017年增长14%。has doubled, surpassing the country’s goal of attracting a modest one million; that figure leapt to two million in 2018.
Film tourism has been a game-changer for Northern Ireland, as the “Game of Thrones” production took place in Belfast, as well as 20 other locales from County Antrim (Ballintoy Harbout), Down (Tollymore Forest), and Londonderry (Portstewart Strand) – and Star Wars kicked off more interest in County Kerry and Donegal.
如果说实话,好莱坞对爱尔兰的迷恋始于约翰·福特学院奖的电影《安静的人》(1952年),由约翰·韦恩和莫琳·奥哈拉主演。在爱尔兰西部的梅奥和戈尔韦(Mayo)和戈尔韦(Galway)跨越县的Cong村拍摄,每年在圣帕特里克节(St. Patrick's Day)周围的整个美国经常放映。
All of this on a not very large island that includes both North and South, which have been marketing as one island since 1998, the Island of Ireland combines the Republic and Northern Ireland under one banner. As such, it has lured one in every 10 U.S. visitors to Europe to step onto the Emerald Isle for an average stay of no less than nine days.
趋势和增长
梅特卡尔夫说,由于这种增长,爱尔兰遵循了一系列可持续的旅游营销原则,以敏锐地注视着高峰时段的潜在压力点。
她说:“我们试图保持领先地位,并重点关注营销策略,以促进北爱尔兰地区并扩大肩膀季节。”
The two North American markets – the U.S. and Canada – have a reputation for stays averaging eight to nine days and greater expenditures, compared to other markets. Airlift has contributed to the growth: together the U.S. and Canada have 24 gateways to Dublin and Shannon.
精明的社交媒体计划也支持增长。爱尔兰Facebook粉丝的全球旅游总数已达到420万;Ireland.com网站以11种语言计数29个市场网站,在2018年访问了2030万次访问。
Authentic experiences
“这是在爱尔兰不落俗套的容易: The culturally curious, foodies, families and solo travelers find their way to live-like-a-local experiences. And more and more, Ireland’s cuisine is attracting a new clientele together with its stunning landscape that is often showcased in blockbuster films,” Metcalfe adds.
Travel suppliers concur with Tourism Ireland’s findings. Says Barton Mathews, Eurobound's resident UK specialist: “The opportunity for authentic travel in Ireland is fantastic. Rather than ticking off a list of sights, we are increasingly seeing clients looking to connect with the local people and places … as the appeal of experiential travel continues, Ireland is well-positioned to capitalize on this trend.”
欧洲水道很快宣布,香农公主将在2020年之前向爱尔兰的水道铺平,而该公司获得了该特定船和水道已确认的预订的50%。欧洲水道的驳船可容纳六到20人的团体,船员比率为1:2。该公司拥有高水平的服务,可以将客人运送到较大船只无法接近的内陆水道。
“The classic Shannon Princess cruise is a veritable immersion into Irish history and gastronomy,” says Derek Banks, managing director for European Waterways. “From the moment you come aboard, you’re greeted with Irish coffee and ‘black velvets’ – a traditional Irish cocktail of stout beer and champagne – and are instantly transported into a world of ancient customs and lore.”
北美营销总监的加拿大莱博特(Leboat)的莱巴特(Lisa McLean)报告说,与去年同期相比,爱尔兰的销售额增长了26%。该产品就像租用私人游艇或船屋,作为旅行者自己船长自己。代理商在预订上获得了10%的佣金。她报道说,约有2%的买家是加拿大人,而15%是美国人。
At Insight Vacations, Jon Grutzner, president, observes that his company has fashioned an itinerary to cater to travelers who want smaller crowds and more authentic experiences. “Our ‘Country Roads of Ireland’ itineraryincludes an opportunity to meet a local hurling player through a hands-on demonstration. Instead of waiting in long lines, participants gain VIP priority entrance to the Book of Kells, and a guided walk through Trinity College with a university insider.”
代理教育
Tourism Ireland works closely with consortia such as Virtuoso, Travel Leaders, and Signature, as well as others, and conducts educational and incentive programs for agents throughout Canada and the U.S. The online specialist program is called the Shamrock Club; fam trips are by invitation only.
While no one knows exactly what the Brexit fallout will be after Oct. 31, the drop-dead deadline for the change, but Metcalfe offers this perspective: “From a tourism standpoint, it is business as usual for visitors traveling to the island of Ireland. Tourism Ireland established a Brexit Taskforce in Great Britain, following the U.K. Referendum result three years ago. “We continue to monitor the situation on an ongoing basis to ensure that the marketing plans we have in place remain fit for purpose going forward.”