Travel agents and Game of Thrones – they’re worlds (and realities) apart but they both have one big thing in common – they’re both major draw cards for Tourism Ireland in 2016.
According to latest statistics, some 180,000 Australians visited the destination last year – up 40 percent in four years.
Speaking to KarryOn, Tourism Ireland’s General Manager of Australia, Amanda Burns, attributed growth to ongoing commitment from agents and the cult fantasy series.
She explained that roughly 60-70 percent of all bookings to Ireland are made through agents. They’re booking clients on multi-stop European itineraries and reserving around 13-14 days to explore The Emerald Isle.
This makes agents ‘hugely important’ to the destination, particularly as the new year approaches.
“Our relationship with travel agents is our number one priority.”
Amanda Burns, Tourism Ireland General Manager Australia & Developing Markets
“We will continue to forge those relationships through training, events and even famil opportunities.”
The tourism bureau’s new Manager of Australia & New Zealand, Sofia Hansson added that while there are a few visitors researching online, they ultimately go through an agent to secure their trip.
“In this market we find that they end up booking through agents,” she explained.
“It makes long haul easier knowing someone else has the expertise.”
In addition to working closely with agents, the tourism bureau will also step up its Game of Thrones marketing in the coming year, to tap into the growing number of fans keen on visiting locations from the show.
The destination already heavily promotes its Game of Thrones itinerary, which takes to Titanic Studios where parts of the series is filmed as well as memorable locations such as Downhill Strand aka Dragonstone or Castle Ward aka Winterfell.
“We’re receiving massive interest from Game of Thrones fans.”
Sofia Hansson, Tourism Ireland Manager Australia & New Zealand
“All we have to do is put a post up on Facebook and people love it.
“There’s still so much in terms of Game of Thrones for us to promote. so we’re focused on that right now.”
