Name: Alison Metcalfe
Title: Executive vice president, United States and Canada
Company, city: Tourism Ireland, New York City
Number of employees: About 150 globally
Recent project: A major review of the U.S. market entitled “Make Ireland Jump Out … A Strategy for Growth 2013–15”
First job: Graduate management trainee with Visit Britain, London
Little-known fact about you: I competed in my first 10K snowshoe race in Colorado in January.
Your Business
Essential business philosophy: Deliver measurable return on investment for stakeholders, stay focused on core objectives and understand the key drivers of growth.
Best way to keep a competitive edge: Watch the rearview mirror but stay agile. Monitor changing market conditions, respond quickly to real-time opportunities and foster a culture that asks the right questions. Equally important is the discipline to decide what not to do so resources are concentrated on the initiatives that matter most.
Yardstick of success: Strong growth in the number of North American leisure travelers to Ireland who leave highly satisfied and eager to recommend the destination to friends and family.
Alison Metcalfe as a Traveler
What is the most important item you take when traveling? My mophie Juice Pack to stay connected.
How do you spend your time on board? I catch up on news — The New York Times, the Wall Street Journal and The Irish Times on trans-Atlantic flights. I also read Vanity Fair and lighter fare on the iPad, check celebrity columns, watch a movie and rest when I can.
What is your favorite restaurant in the world? North 44 in Toronto.
What is your favorite destination in the world? California’s Monterey Peninsula — it reminds me of County Antrim’s Causeway Coastal Route. I plan to return to run the Big Sur marathon.
About Tourism Ireland
What can travelers expect from a visit to Ireland? Ireland is known for warm hospitality, breathtaking natural landscapes, vibrant historic cities and a rich literary and musical heritage. Visitors can choose stays in luxury castles, welcoming bed and breakfasts or charming country inns. The combination of scenery, culture and value invites travelers to “Jump In,” get immersed and feel like a local. Golfers will appreciate world-class links and an ever-improving 19th hole experience.
Music fans can enjoy annual events such as the Fleadh Cheoil in Sligo and Dublin’s Tradfest in Temple Bar. St. Patrick’s Day in Ireland offers the most authentic celebrations, with weeklong festivals showcasing Irish culture. Sports and arts also feature strongly: for example, the Croke Park Classic in Dublin and long-standing highlights like the Dublin Theatre Festival and the Belfast Festival at Queens. These events, combined with welcoming communities and diverse attractions, create compelling reasons to visit.
How successful is The Gathering 2013? The Gathering is Tourism Ireland’s most ambitious initiative, engaging millions connected to Ireland by ancestry, friendship, business or education. It tapped into a strong response from nearly 40 million Americans of Irish descent, encouraging family and group travel to attend one of more than 4,000 events. The national campaign has boosted visibility and appeal; to date, visitor numbers from North America rose by 15 percent compared with the same period the previous year, putting Ireland on track for a record one million U.S. visitors and approximately $1 billion in spending in 2013. Factors driving this performance include increased direct air access, excellent value and pent-up travel demand, which helped Ireland gain market share against some European competitors.
What are the challenges of promoting tourism to Ireland in North America? The main challenge is creating a sense of urgency to visit now. Ireland already enjoys positive brand awareness in North America; our role is to present compelling, well-timed experiences to the right audiences within a highly competitive marketplace. That requires precise targeting, clear messaging and partnerships that amplify the invitation to discover Ireland.