What's Happening?
Tourism Ireland has selected UM as its new media strategy, planning, and buying agency. This appointment is part of a strategic effort to enhance the island's tourism industry, which was valued at EUR6.9 billion in 2024. The agency will be responsible for developing and executing media strategies across multiple channels, including TV, cinema, digital, and social media, in over 14 markets worldwide. The contract, valued at EUR210 million over seven years, aims to increase tourism revenue to over EUR9 billion by 2030. This decision follows a statutory requirement to re-tender for the service every seven years, with UM emerging as the successful bidder in an EU-wide tender process.
Why It's Important?
The appointment of UM is significant for Tourism Ireland as it seeks to compete with other global destinations and attract more visitors. The tourism sector is a crucial part of the island's economy, supporting approximately 300,000 jobs and contributing over 60% of total tourism revenue. By targeting a 5.6% annual growth in tourism revenue, Tourism Ireland aims to bolster economic growth and job creation. The partnership with UM is expected to leverage data-driven consumer insights to enhance the effectiveness of marketing campaigns, thereby increasing the island's appeal to international tourists.
What's Next?
UM will begin implementing its media strategy to achieve the targeted growth in tourism revenue. The agency's efforts will focus on adapting to changing consumer behaviors and media landscapes to maximize the return on investment. Tourism Ireland will monitor the effectiveness of these strategies in key markets, including the United States, Canada, and several European countries. The success of this partnership could set a precedent for future collaborations and influence how tourism boards globally approach media strategy and planning.
Beyond the Headlines
This development highlights the growing importance of strategic media planning in the tourism industry. As consumer behaviors evolve, tourism boards must adapt their marketing strategies to remain competitive. The collaboration between Tourism Ireland and UM underscores the need for data-driven approaches to understand and engage potential tourists effectively. This trend may lead to increased investments in digital marketing and analytics within the tourism sector.
