Dublin may be bleedin deadly, but is it really a breath of fresh air? Those crossing the Liffey at low tide may not agree, but tourism authorities have chosen the slogan for a new campaign to rebrand the capital and boosting tourism.
While the city and its surrounding areas are generally popular with visitors, they are considered to be “underperforming against their potential”.
Last year, 4.1 million tourists came to Dublin and contributed €1.7 billion to the local economy, but the Grow Dublin Taskforce wants 6.2 million to visit by 2020 and spend €2.5 billion. This will mean increasing tourist numbers by 7 per cent each year.
The rebrand will market the capital abroad as an ideal weekend destination that offers a host of sporting and cultural activities in addition to being a party venue.
The task force, set up in 2012 by Failte Ireland, the tourism development body, has also set a number of goals, including improving public transport and accommodation. The Grow Dublin Tourism Alliance has been established to deliver the strategy.
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So far €1 million has been committed to an initial marketing campaign, with the money coming from Failte Ireland, the area’s four local authorities, hotels and other businesses and tourist attractions such as Brown Thomas and the Guinness Storehouse.
“By rebranding the city we are future-proofing Dublin as a tourist destination — and one which is popular all year round, not just in the summer months,” Alex Connolly, a spokesman for Failte Ireland, said.
“We want to push the idea that Dublin is a breath of fresh air — a city with a unique appeal which offers a host of activities, from kayaking and mountain biking to art galleries and historical tours. We want it to stand out so that people choose it over other European cities . . . and then come back to it time and time again.”
Speaking at the launch of the campaign yesterday, Paschal Donohoe, the tourism minister, emphasised the area’s unique character.
“We have a young, vibrant, happening city with a rich culture and heritage which is nestled between the wide open spaces of Dublin Bay and the Dublin Mountains,” he said. “There is no point, however, in being Europe’s best-kept secret and I very much welcome this new campaign to reposition the city and county and ensure that its unique appeal cuts through in the international marketplace.”
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The marketing campaign will start immediately and will be pitched at potential visitors from Britain and Europe throughout the autumn. A series of videos promoting the “breath of fresh air” theme have already been developed as part of a social media campaign.