Tourism bodies spell out €200m masterplan
Around €200m will be spent over the next three years to attract nine million tourists to Ireland, it emerged today.
Tourism Ireland and Failte Ireland claimed the funding was the first step in protecting the country’s position in an increasingly tough international market.
Tourism Minister John O’Donoghue said there was no room for complacency and called for focussed and unified action across the industry to hit the high growth targets.
“I am confident that it will be invested to the best possible effect,” he told tourism bosses in Dublin.
“There are myriad opportunities for you to set out your stall on the world stage and it is more essential than ever that you participate and work in partnership with Tourism Ireland in 2005.”
The three-year marketing package will include an action plan to promote domestic tourism, a new advertising campaign, and schemes to address the lack of success in many rural areas.
The minister said Ryanair’s decision to base four jets at Shannon Airport would help reverse the imbalance between the cities and countryside by offering tourists more direct access to the west of Ireland.
However, he warned a marked deterioration in Ireland’s “price competitiveness” was having an adverse effect on reliable markets such as Britain and mainland Europe.
“I cannot stress enough the need for the sector to take a long hard look at how it prices itself against ever-keener competition internationally,” he said.
Government funding for tourism will hit around €123m this year, an 8% increase on 2004, and the largest ever budget for the industry.
Paul O’Toole, Tourism Ireland chief executive, said the funding and new strategies were a direct response to the changing nature of the holiday market.
“Customer behaviour is changing, as is the type and duration of holiday-taking, while competition is growing faster than the pool of travellers,” Mr O’Toole said.
“Ultimately, we are aiming to grow tourism to the island of Ireland by 5% in 2005.”
The strategy will target six areas, reinvigorating the British market, encouraging overseas visitors to move nationwide, access development, e-marketing, business tourism and helping Northern Ireland tourism industry reach its potential.
A one-stop-shop for holidaymakers wishing to book or plan trips over the internet has also been planned.
It is hoped Failte Ireland’s website www.ireland.ie can become the portal for tourists and bridge any gaps faced by travellers planning trips and activities.
