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AT A time when sun holiday destinations are predicting a drop of 20 per cent in tourist numbers this year, Fáilte Ireland is remarkably upbeat in its assessment that a reduction of 9 per cent is more likely here. Such a fall would still have a seriously negative impact on an industry that has been experiencing hard times. But an early recovery will be possible if we play to our strengths and are helped by an upturn in the world economy.

Tourists are seeking value for money and enjoyable experiences. And while we cannot guarantee high temperatures and sunny beaches, we can offer green fields, open spaces and a largely uncluttered landscape. Neither can we promise cheap holidays. The cost of food and drink is high by international standards. But that has been balanced, to some extent, by falling hotel prices, special package offers and unique experiences. The bed breakfast experience is a case in point. Once regarded as the lower end of the Irish market, it has reinvented itself through the establishment of a group of 1,100 Town and Country Homes that offer quality accommodation, a personal touch and are promoted online.