Much valuable time and money has been spent on developing what Bord Failte calls the Tourism Brand Ireland. Although the shamrock had served Ireland well as a tourist symbol, Mr Noel Toolan, the board's international marketing director, decided something different was needed.
And so was born the new brand for Ireland, illustrated alongside. Some in the industry viewed it with unease but signed up to Mr Toolan's passion for the idea. They were also seduced by the notion that internationally known brands, like Guinness, Bailey's and Waterford Glass, would also sign up to the Tourism Brand Ireland. In the event, none of these companies came on board.
The brand was duly launched but, the industry believes, was insufficiently supported by the last government. It now seems the new Minister for Tourism, Dr McDaid, wants the shamrock restored, although he has stopped short of telling Bord Failte that the Tourism Brand Ireland must go.