CDA – A Roadmap for Branding Dublin 2012 – A Discussion Paper

A Roadmap for Branding Dublin, A Discussion Paper 20124.5 Dublin’s Target Markets and AudiencesKey indicators developed across tourism, Foreign Direct Investment, exports,talented migrants and international education demonstrate the strongconnections that Dublin and Ireland has with the US, the UK and Europe inparticular and hence our performance in these markets must continue tobe a priority. However as the section on global mega trends demonstrateswe must also explore the opportunities that are arising from emergingeconomies.“We need to build on our existing strengths and also target new andemerging opportunities.” – Stakeholder InterviewTourism Target Markets:> Great Britain is Dublin’s single largest touristmarket with 1.3 million visits in 2011. 47> This was followed by Mainland Europe with a combined 1.5 millionvisits, North America with 638,000 and other areas with 285,000. 48The majority of tourists who visit Dublin will continue to be from Europe andthe east coast of North America, where journey times are shorter and directfl ights are available. However, outside of Europe and North America, Dublin isstill weakly connected to the rest of the world and so the opening up of newtravel connections should be an important factor in Dublin’s growth strategy.Long-distance visitors from emerging economies represent the biggestpotential in terms of long-term travel growth, while established economies willoffer narrower target demographics.47 Tourism Ireland, (2011). 48 Ibid.36