Ireland's tourism business must improve its message in the US, make holidays easier to book online and offer better value for money if it is to increase its share of the US market, according to a report to be published by Tourism Ireland today. The report, which will be launched by Minister for Tourism John O'Donoghue in Killarney today, follows a six-month review of the North American market.
"What's different about this strategy is that we'll be exploiting a changing market, we'll have a more focused communication, better engagement of partners, improving Ireland's presence in the US, a new focus on group travel, changing how Tourism Ireland operates in the market and new promotional platforms," Mr O'Donoghue told The Irish Times.
The report sets ambitious targets for tourism in Ireland, hoping to attract 1.1 million US visitors a year by 2009, rising to between 1.3 and 1.6 million in 2013. About 890,000 US visitors came to Ireland in 2005, spending €700 million.
"The US market is especially important for Ireland as it is the source of the highest per visitor spenders reflecting length of stay and high consumption of 'high-end' products. The market is also of above average importance in terms of regional spend, seasonal spend and for several business sectors including hotels, car rental and coach touring," the report says.
Three out of four Americans book their holidays online and the report says Ireland must increase opportunities to book accommodation and other services online, especially outside Dublin.
It identifies 15 US metropolitan areas as the best prospects for attracting tourists to Ireland, noting a shift towards the south and west of the US, with the majority of visitors having no ethnic connection to Ireland. The US view of Ireland has changed little in recent years, with quaint countryside and friendly people topping the list of attractions.
"The popular attributes create an attractive, comfortable, and relaxing image, tinged with a little mystery - sufficient motivation for some. For others, the identical imagery is unappealing, boring and familiar. In essence, many of Ireland's images or core brand equities are 'double-edged', carrying with them both positive and negative associations," the report says.
A growing number of US tourists complain the Irish welcome is not as warm as expected, but the biggest change in US attitudes is in value for money.
"It is true that five years ago, almost seven out of 10 rated their holiday in Ireland as good or very good value, with only 5 per cent dissatisfied. Over the past four years, less than one in four rated it good value," Mr O'Donoghue said.
Flights and accommodation are competitively priced, but the cost of eating and drinking alarms many US visitors. Mr O'Donoghue said the hospitality industry had responded by introducing low-priced early-bird and tourist menus, but he acknowledged there was little the Government could do about the problem.
"The truth of the matter is that there is a perception in the marketplace, which has increased in recent years, that eating out and drinking out in Ireland is expensive.
We are addressing those issues, but the market finds its own level. It's not really a runner for us, frankly, to set prices because we just can't do that," he said.
