Irish residents have been asked by Government Ministers to “put the country first” and to consider holidaying at home this year.
A major Discover Ireland advertising campaign, and discounted rail fares from Iarnród Éireann are among the €1 million package announced today by Minister for Transport Leo Varadkar.
To help promote weekend breaks at home, the rail company will discount rail tickets bought online by 50 per cent for Saturday travel and some Sunday services from anywhere in Ireland.
The company promises a €20 day return fare from Dublin to anywhere in the Republic by rail on Saturdays (€10 for children, €50 for a family of two adults and up to four children).
Senior citizens from overseas will be able to travel anywhere within the Iarnrod Éireann network for a maximum fare of €26 return, with this scheme being administered by Fáilte Ireland.
Fáilte Ireland’s website has also been given a make-over, with more video and an enhanced search facility. The agency will also launch a social media promotional campaign.
A Discover Ireland smartphone application has also been launched. It will use a customer’s location data to recommend what to do and where to stay, as well flagging special offers in the area.
Mr Varadkar said tourism was key to our economic recovery.
“Domestic tourism in particular generates more than €1.3 billion annually, and Irish tourists account for two thirds of all hotel bed nights in this country. So it makes perfect sense to build on this base.”
Chief executive of Fáilte Ireland Shaun Quinn said home holidays accounted for seven out of 10 hotel beds and half of all leisure trips and had “never been so important to tourism”.
The Discover Ireland summer 2011 campaign was designed to ensure “that those who want fun and value for all the family choose Ireland rather than abroad”.
Mr Quinn said figures available to the agency suggested that 33 per cent more Irish people were planning to take their main holiday in Ireland this year.
“Our campaign is aimed towards making that decision more likely.”
Also present at today’s launch at Heuston station in Dublin were Minister of State for Tourism Michael Ring, and Minister of State for Pubic Transport Alan Kelly.
Mr Ring said he did not agree that it was still difficult to get good value in Ireland.
He said food is now cheaper than it was, even in Dublin and bed nights were the cheapest in Europe.
“You couldn’t pick a better time to holiday in Ireland. Now is the time to do it and we are asking people, particularly this year, maybe put the country first.”
Mr Kelly said the initiative showed the coordinated approach between the agencies.
“It’s very important to point out that as much as we are trying to bring visitors into the country…we are also trying to encourage people to stay here.”
The promotional campaign kicks off on this Friday's Late Late Show on RTÉ and will also be taken to regional radio stations and TV3.