PAST SUCCESSES in the tourism industry were built on the slogan “Ireland of the Welcomes”. So it is no bad thing, when the going gets tough, to return to basics. A new campaign called “Shine” will encourage workers in the industry to be natural, knowledgeable and happy when dealing with visitors. But we all have a role to play in making Ireland a more attractive and welcoming place. That such a campaign has become necessary reflects years of growing prosperity, along with arrogance and attendant resentments. Now that the harsh reality that nobody owes us a living has struck home, we should rediscover and exploit our natural friendliness.
A survey conducted last year showed that the number of visitors who cited the warmth of the welcome they received as a unique selling point for Ireland was falling steadily. The céad mile fáilte aspect of the business had been damaged by rude waiters, surly bar workers and indifferent tour guides. But the erosion of civility has gone beyond that. In recent years, most of us have probably witnessed displays of bad manners by both customers and service workers. There has been what a foreign diplomat described as a general coarsening of Irish life. It would be good to turn the clock back.
The depth and severity of our economic recession will be influenced by many factors. Already, the number of foreign tourists is expected to fall by 10 per cent. But a recovery is anticipated in 2010. Here then, is a proposal that can contribute to a growing number of return visitors and it will cost us nothing. We can help ourselves by being kind and welcoming to others. Those who work in the industry can be trained and monitored to ensure they create a positive and helpful impression. There can be no excuse for deliberate rudeness or bad manners in an industry that is worth nearly € 5 billion a year in foreign earnings.
The importance of creating a good impression and making people feel welcome and valued cannot be overstated. That holds true for both domestic and foreign holiday-makers. The bulk of hotel business comes from the home market. That sector may hold its own because of recent good-value packages and a fall-off in the number of families going abroad on holiday. Food prices are coming down and the leisure sector is becoming more competitive. These are positive and encouraging developments. But a smile, a welcome and the offer of helpful information can add immeasurably to the enjoyment of visitors and the profitability of companies. It is part of what we were.