Since mid-July, Ireland has been open for U.S. tourists. Fully vaccinated Americans are able to skip quarantine and testing. Unvaccinated Americans are still subject to pre-, post-, and post-arrival testing, and quarantine protocols. Tourism Ireland has invested $4.9 million in an ad campaign called "Green Button", which aims to increase American visitors to Ireland. This push will run until mid-January and showcases various travel deals. Christina Jelski, a retail editor and hotels, spoke to Catherine Martin, Ireland's minister of tourism, culture, arts and gaeltacht. They also discussed the country's recent travel rebound.
Catherine Martin
Q: What was the motivation behind the Green Button campaign's launch?
A: Our tourism sector, like many others around the globe, has been shaken and is still reeling from the shock. We had 18 gateways to Ireland from the U.S. in 2019, but that number has been reduced to six: New York City, Boston, Chicago and Philadelphia. In the fall, we will be working with airlines to create a joint marketing campaign with Delta United, American, Aer Lingus, and they will market Ireland as a destination. This campaign is designed to increase demand, generate bookings and let everyone know that we are open to supporting the sustainability of routes.
I think that President Biden's announcement to lift restrictions on foreign travel for vaccinated travellers is also great news. While it is about travel to the USA, I believe that this will encourage connectivity in both directions. Tourism Ireland works closely with American travel agents and tour operators. I have been to New York and Chicago for luncheons and engagements with the trade. These are important engagements as we had approximately 1.7 million U.S. tourists to Ireland in 2019, contributing $1.9 billion to our revenue. We consider the U.S. an extremely important market and want them to return.
Photo Credit: Janis Abolins/Shutterstock.com Where can Americans travel in Europe? A country-bycountry guide. We have information about countries currently open to U.S. tourists and those that might reopen soon. Continue reading
Q: What kind of feedback do you get from U.S. travel partners?
A: Yes, there is a lot of demand. About 35 million Americans claim Irish ancestry and Irish connections. This campaign isn't just for people who have Irish ancestry, but also for people who have never visited Ireland.
The American visitor will often stay longer, and I believe we have a lot to offer them. American tourists stay for eight days and do their tourism right when they visit Ireland. They go beyond the urban centers and explore all that Ireland has to offer. Our campaign is about [promoting] tourism in all forms and showing people that we are open to suggestions.
Q: What can travelers looking to visit Ireland expect when they arrive?
A: We've been topping the EU vaccination charts, which means that over 90% of our adult population has been fully vaccinated. This is a very positive development. This vaccination increase clearly shows that we are a safe country to visit. That is part of our message to tourists. It has also resulted in a wider reopening society.
The capacity for concerts, events, and festivals is 60%. However, the doors will reopen at 100% capacity starting Oct. 22. You will need proof of vaccination if you want to visit a gym or indoor eatery today. These requirements will not be required if we reach Oct. 22. This is all due to the increased vaccination rate.
