Indecon Economic Consultants have their offices in Temple Bar so the phenomenon of the stag/hen parties was familiar to them. But even Indecon was surprised to find that, far from being a valuable niche product in the tourist mix, the parties are costing the city traders money.
The economics of turning away stag/hen tourists is compelling. Despite their high visibility, they account for about 1 per cent of tourism in Dublin. But they account for 13 per cent of other visitors being turned off from ever visiting the capital again. This represents an annual loss in tourism revenue to the city of £57 million. The report found the key characteristics of stag/hen tourists were:
93 per cent are from the UK.
More than 60 per cent stayed one or two days.
91 per cent did not visit any other part of Ireland.
71 per cent were on their first visit to Ireland.
For more than 60 per cent of stag/hen visitors, the daily room rate was less than £50, and for 31 per cent it was less than £30.
Stag/hen visitors spend a high percentage of their money on drink and comparatively less on accommodation and other items.
Research among overseas tourists in Dublin who had encountered stag/hen groups indicated that 13 per cent would be discouraged from visiting Dublin. The report notes: "This is a very disturbing finding as it implies that one small market segment has the potential to discourage a tourism category (which is up to 12 times larger in Dublin) from visiting Dublin".
Indecon canvassed opinion among accommodation-providers in the city. The report says 75 per cent of hotel-owners and other accommodation-providers indicated they had a policy of not accepting bookings from stag/ hen groups. Of the people surveyed, only 5 per cent said stag/ hen tourism should be encouraged.
Another drawback is that the stag/hen visitors increase Dublin's high dependence on the British market. The "yield" from a British visitor is generally less than from an American or continental European.
Though it goes against the grain for any industry to turn away business, the report unequivocally recommends that stag/hen tourism be discouraged. The experience of other countries suggests that if a destination gets a negative international image, it is extremely difficult to alter the perception.
Even Mr Martin Keane, owner of the Oliver St John Gogarty public house, agrees. "Publicans in Temple Bar are concerned about the long-term picture," he said yesterday. "We have invested heavily in our premises and we want to ensure that the area will remain attractive to both our local regulars and visitors to the area."
The report calls on the Garda to enforce public order legislation vigorously and take action to prevent boisterous and drunken behaviour in public places. Assistant Commissioner Jim McHugh pledged yesterday that the Garda would not be found wanting in this regard.
Indecon recommends that no more pubs or licensed premises of any kind should be allowed in Temple Bar and that no extensions to existing premises should be permitted.
The report urges accommodation-providers to review their pricing strategies in the British market. This is a coded message: the stag/hen groups won't come if it is made too expensive for them. The consultants return to Dublin's dependence on the British market and suggest that the city look at the potential arising from new transatlantic services. Temple Bar Properties will meet all the interested parties within the next few weeks to draw up a marketing plan to promote Temple Bar as a cultural centre rather than a vast drinking emporium.