State aims to double value of English-language industry by 2006

James Joyce said writing English was an ingenious way of torturing the British for past sins. Now Tourism Ireland is exploiting the language for economic advantage. The teaching of English as a Foreign Language (EFL) brings an estimated €381 million (£300 million) to the Irish economy yearly, and accounts for 11 per cent of all tourism to the island.

"The Government intends to double the value of the EFL sector to the economy by 2006," says Gillian Nother, the manager of the EFL trade and marketing association MEI-RELSA (Marketing English in Ireland and the Recognised English Language Schools Association).

Ms Nother was in Paris for Expolangues 2002, a four-day trade fair which ended at the weekend at the La Villette centre in Paris. Since Ireland was the guest of honour at Expolangues, the new Tourism Ireland logo - "Ireland" in blue letters with a green shamrock above it - flew throughout La Villette.

The Irish Ambassador Pádraic MacKernan inaugurated the fair, which was visited by 20,000 people. Mr MacKernan also participated in a lecture - "Irish, a living language" - delivered in French.

Very few French people actually study the Irish language, said Monica Nerney, product promotions executive for Tourism Ireland. "The language we are promoting is English - the Irish language is part of the cultural experience."

Ten per cent of the 290,000 French people who visit Ireland every year go to study English.

"We have to emphasise that we have good quality English, with only a slight accent," Ms Nerney added. "A lot of people don't know that - they think we speak Irish, or a dialect of English."

Britain still attracts more EFL students than Ireland, but Ireland and Australia are more fashionable EFL destinations. Tourism Ireland uses several selling points for its "linguistic stays", which cost an average of €700 for two weeks of classes and accommodation, not including air fare.

"We are the only country in the world where the Government regulates EFL training," Ms Nerney said. "That appeals to the French. It also helps to be in the euro zone. And we have a long tradition of excellence in education."

EFL students are preferable to holiday makers because they stay longer - two weeks as opposed to 10.9 nights for the average French tourist.

"Sixty-five per cent of EFL students are coming to Ireland for the first time," said Orla Woods of Bord Fáilte. "If we get them young, they come back; 35 per cent make return visits."

Prosperity has decreased the willingness of Irish families to take language learners into their homes. The tourist board is targeting "high-yield" business executives because they stay longer, spend more, take more intensive courses and visit off season. School tours, which last four days to one week, are also an important part of the EFL industry.