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Tourism Ireland joins Atas as UK agents are ‘key priority’
Tourism Ireland has joined the Association of Touring & Adventure Suppliers (Atas) to showcase its culture and activities among UK travel agents.
David Wood, trade manager, said the tourist board was “delighted” to join Atas and connect with new and existing like-minded partners in the sector.
“Great Britain continues to be a core market for the island of Ireland, primarily due to increased air connectivity,” he said.
He noted that four million visitors from Great Britain went to the island of Ireland in 2024 and stayed on average for 4.8 nights.
“UK travel agents are an important way to stay connected to the GB market and continue to play a vital role in the touring market,” he said.
“Working with, and supporting, UK travel agents is a key priority for Tourism Ireland.”
Wood said Tourism Ireland offers training through its Ireland Specialists Programme and provides marketing resources and assets.
Fam trip support is offered through sister agency Fáilte Ireland and other fams are held for events such as Tourism Ireland’s B2B marketplace.
“Whilst the island of Ireland is close in proximity to Great Britain, our ‘Céad mile fáilte’ or ‘a hundred thousand welcomes’ really goes to the heart of our culture,” he explained.
“We have a wealth of providers that offer unique walking, cycling, water sports, angling and equestrian experiences, set against our stunning landscapes.
“We want to showcase Ireland as a must-visit destination for GB travel agents’ clients.”
Key plans for the GB market in 2026 include attending World Travel Market, the British Tourism and Travel Show and other B2B events.
He highlighted how Tourism Ireland’s target market is “enrichment explorers” who seek to feel connected to nature and broaden their minds through feeling the character of the place and people.
“We believe that the island of Ireland has unique cultural experiences within the outdoor activities and adventure travel sector that would have high appeal to the GB market,” he continued.
“With hiking as the most popular outdoor activity for the GB market, it is important for us to showcase our partners to GB travel agents.”
He said the tourist board’s recent sentiment research highlighted how landscapes are a major influence in the decision to travel to the island of Ireland.
“Furthermore, we have also seen increased demand from the GB market for off-the-beaten track experiences and for quality food and drink,” he added.
“Screen tourism has been important for the island of Ireland, with Northern Ireland being officially recognised as Game of Thrones Territory, and Skellig Michael on the Wild Atlantic Way most recognisable for being featured in Star Wars.
“We have recently released our ‘The island that goes beyond’ campaign which highlights how Ireland goes beyond an expected holiday observed from the outside.”
Claire Brighton, Atas director, said: “We’re excited to welcome Tourism Ireland as an associate member.
“The destination has a wealth of history, culture and activities to offer travel agents and their clients, so we’re looking forward to finding out lots more from Tourism Ireland.”
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