Out with the old, in with the new

The latter months of 2010 saw a lot of activity taking place within the sector. The first major event of note was the Tourism Ireland marketing launch, where plans for the forthcoming season were outlined. Much concern was expressed within the sector about the past season and the apparent demise of the UK market, but there was a
belief that market share can be returned.

“Despite the many difficulties, by the end of 2010, Tourism Ireland anticipates that 6.8 million people will have visited the island of Ireland from overseas, generating over €3.1 billion in revenue,” said Niall Gibbons, CEO of Tourism Ireland. “The fight to restore growth in Britain, our most important market, will continue in 2011. We will launch a brand new advertising campaign which will emphasise the fun of a holiday in Ireland. The Ireland message will be highly visible throughout the twelve months of 2011 - promoting city breaks and touring holidays on TV, radio, online, as well as through publicity and social media and therefore we are confident that the plan we are presenting positions us well on the path to recovery in 2011.”

This confidence was cemented in the budget, in which industry funding was relatively unscathed from major cuts. In tandem with a reduction in travel tax, this goes to reinforce the importance tourism now plays within GDP terms. (see page 18) The Food Strategy plans, recently unveiled by Failte Ireland, were also significant. Recognising the importance of food to the visitor experience, Fáilte Ireland has developed a National Food Tourism Implementation Framework, calling on the knowledge and expertise of an industry working group of key hospitality, tourism and food stakeholders. Following extensive consultation, international benchmarking, research and evaluation, the group illustrated a shared vision for sector: “Ireland will be recognised by visitors for the availability, quality and value of our local and regional food experiences, which evoke a unique sense of place, culture and hospitality”.

Fáilte Ireland’s first priority is to improve the overall food experience. Fáilte Ireland needs to offer the visitor a promise that the food offering is one of unique quality and value. Currently, the variety of food on offer exceeds expectations for most visitors and comes as a surprise for many. (see page 11 for the full report)

The IHI Founders event rounded off the year, recognising those who endeavour to ensure visitors to this island experience hospitality at its best. Coupled with the AA awards, and the recent Euro-Toques event, this gathering showcased why we should be confident in our ability to overcome the challenges facing tourism. This industry has the people, the capacity and the product to re-engage with our market and help create much needed revenue and jobs to the country. Can we do it? Yes, without any doubt.

Cyril McAree

Editor