Skift Take
Google is a key pillar in destination marketing. So it's interesting that Ireland tapped one of the tech giant's execs to be the new leader of its tourism strategy.
Most tourism board CEOs come from the hotel or tourism industry. But Tourism Ireland's new chief executive, Alice Mansergh, came from Google’s marketing side.
Mansergh took over in September, and was previously managing director for Google Customer Solutions for the UK and Ireland. She replaced Niall Gibbons, who had been CEO of Tourism Ireland for 14 years.
During her 19 years at Google, Mansergh witnessed the evolution of tech company's marketing practices. A lot of her time was spent at Google’s Dublin office, the company’s headquarters for Europe, the Middle East and Africa.
Now, Mansergh is trying to help Ireland grow its overseas visitor revenue by 5.6% per year. She spoke with Skift about why Tourism Ireland won’t be asking countries to light their monuments green for St. Patrick’s Day, what’s making Northern Ireland so attractive now, and how privacy laws have shaped marketing relationships. We edited this interview for length and clarity.
Skift: A lot of destination marketing top bosses come from the hotel or tourism industry, but you came from Google. How did that happen?
Mansergh: A lot of people think, well, are those not two completely separate worlds? But there's actually a lot