To support its objective to increase overseas tourism revenue, Tourism Ireland needed clear strategic data and actionable insights to help demonstrate value, understand where to improve, and inform decisions
Tourism Ireland is responsible for marketing the island of Ireland overseas as a leading holiday destination. It was established as one of the “six areas of co-operation” under the framework of the Belfast Agreement of Good Friday 1998.
Partnering with CARMA has allowed us to build and embed a robust, strategic measurement programme. CARMA’s expertise creates trust in the programme and helped us bring along key stakeholders and get buy-in across the team.
Tourism Ireland’s Publicity & Brand Partnerships Manager