Campaign urges tourism workers to halt fall-off in Ireland of the welcomes

SURLY WAITERS, cranky tour guides and belligerent bar workers have been warned that they can no longer trade on our reputation as the friendly Irish.

Tourism Ireland and Fáilte Ireland have introduced a campaign called Shine, reminding tourism workers to be interested, natural, knowledgeable and happy when dealing with customers.

The warm Irish welcome has always been cited as one of the main reasons tourists come here but this unique selling point is gradually being eroded. In 2002, 45 per cent of tourists surveyed said the people were Ireland’s number one advantage over other holiday destinations. By 2008, that had fallen to 39 per cent.

Tourism Ireland said yesterday that while the people of Ireland still remained our greatest asset, “this decline is of concern”.

Its director of central marketing, Mark Henry, said Tourism Ireland marketed Ireland abroad by promising an experience that was unique and full of spontaneity, engagement and fun. “When they arrive, the people they meet here are the ones who deliver that promise. They can do this by performing at their best – by being happy, interested, natural and expert. The message is simple: when our people shine, Ireland radiates.”

The campaign encourages frontline workers to show a lively interest in customers. “Be natural – people engage with people and our holiday stories are often dominated by the people and personalities that we have met. . . . become a local expert – tourists love to hear ideas from locals about what there is to do and see in the area.” Mr Henry said the campaign would “pay back manifold” by generating positive feelings about Ireland.

Shelbourne Hotel concierge Denis O’Brien has lent his support to the campaign and appears in an online video to promote it.

Catherine Keegan, visitor experience manager of the Guinness Storehouse, said it was important people in the tourism industry visited local attractions so that they could make knowledgeable recommendations to customers. The Shine campaign includes leaflets, a dvd and a website (www.irelandshines.com). Fáilte Ireland, the tourism development authority, will include Shine in its customer service training.