Ireland has been open to U.S. travelers since mid-July, with fully vaccinated Americans able to skip testing and quarantine restrictions. (Unvaccinated Americans, however, remain subject to pre- and post-arrival testing and quarantine protocols.) In an effort to attract more U.S. visitors, Tourism Ireland recently invested $4.9 million in a new Green Button ad campaign, designed to encourage Americans to book an Ireland vacation. The push, which also showcases various travel offers, is set to run through mid-January. Hotels and retail editor Christina Jelski recently chatted with Catherine Martin, Ireland's minister for tourism, culture, arts, gaeltacht, sport and media, to get an update on its travel rebound.
Catherine Martin
Q: What was the impetus behind the Green Button campaign launch?
A: Like everywhere around the world, our tourism sector has been rocked and is still in state of shock. In 2019, we had 18 gateways from the U.S. to Ireland, and that's reduced to six now: New York, Boston, Chicago, Philadelphia, Washington and San Francisco. We're working with airlines and doing a cooperative marketing campaign with Delta, United, American and Aer Lingus in the fall, and they'll be marketing Ireland as a destination. That's geared to stimulate demand, generate bookings, let everyone know we are open and to support the sustainability of routes.
I also think President Biden's announcement [to lift foreign travel restrictions for vaccinated travelers] is really good news. Although that concerns travel coming into the States, I think that will really help with encouraging connectivity both ways. Tourism Ireland also works very closely with the travel trade in the U.S., with tour operators and travel agents. I've done some engagements and luncheons [with the trade] in Chicago and New York. And those are important engagements because, in 2019, we had about 1.7 million U.S. visitors to Ireland, contributing revenue of $1.9 billion. The U.S. is an incredibly important market for us, and we really want to see those visitors come back.
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We have compiled information on countries that are currently open to U.S. visitors and some countries that may reopen soon.
Q: What type of feedback are you getting from your U.S. travel trade partners?
A: We're hearing that there certainly is pent-up demand. There are approximately 35 million Americans who claim Irish links and ancestry. But this campaign is not only for those who have links to Ireland, but also those who have never explored Ireland.
I think we've an awful lot to offer the American visitor, who, in particular, will usually stay a little bit longer. The American traveler stays about eight days, and they do tourism the right way when they come to Ireland. They don't just stick in urban centers, but they actually explore the other beautiful regions and everything that we have on offer. Our campaign is really about [promoting] tourism in all its forms and letting people know we're open.
Q: For travelers who are planning to go to Ireland, what can they expect once they arrive?
A: One of the more positive developments we have just in the last week is that we've topped the EU charts for vaccination, and over 90% of our adult population is now fully vaccinated. That vaccination pickup obviously means we're a safe place to visit, which is part of our message for tourists. And it's also led to a broader reopening of society.
Concerts, events and festivals are operating at a capacity of 60%, but starting Oct. 22, things will be fully reopened at 100% capacity. And if you were to go to a gym or indoor restaurant today, you'd need to show proof of vaccination. But when we get to Oct. 22, those requirements will be lifted, apart from mask-wearing and some element of social distancing. And that's all thanks to the vaccination uptake.