Ireland is regarded as a "less than exotic location" by British visitors, according to the most recent survey by Tourism Ireland. That is hardly a surprise, given the similarities that exist between the two islands in terms of climate and language.
But it does underline the need to be creative in promoting Irish tourism, by emphasising specific cultural and social differences and by offering a range of friendly, enriching experiences.
Britain is a vital market for the hospitality sector and it supplies more than half of our annual visitors. But, with the availability of cheap foreign air travel and the promotion on television of far-flung locations, we have begun to lose out. Last year, for the first time in more than a decade, there was a decline in the number of British tourists coming here. We were not alone in that experience. Well-established locations for sun holidays, such as Spain and Greece, were also affected as holidaymakers sought better value in the Balkan countries and in Turkey.
Tourism Ireland's chief executive, Paul O'Toole, has suggested that our traditional selling points of friendliness and culture are no longer sufficient to attract British visitors and that we should market specific activities and events, such as festivals, so as to offer the tourist a uniquely Irish experience. There is much to be said for it. Certainly, greater efforts should be made to provide additional sources of entertainment and ensure that visitors enjoy a wide range of activities. But we must also maintain our tradition for hospitality and friendly service. Proper training for staff in that regard is vital, especially as the sector relies to an increasing extent on foreign workers.
Much good work has been done in recent years in developing the industry and in providing a range of quality hotel accommodation. But Ireland is still an expensive destination. Visitors - and locals - have consistently complained that restaurants provide poor value for money and that drink prices are excessive. Recently, there has been a slight moderation in prices, but much remains to be done.
The importance of tourism must not be under-estimated. The sector generates an estimated 140,000 jobs and brings in about €4 billion a year in foreign earnings. It is one of our major industries. And, like all industries, it must reinvent and market itself aggressively if it is to compete internationally. There has been a tendency in recent years to concentrate on short-break holidays, particularly in Dublin. That has been a successful strategy. Now the focus should be broadened to promote innovative rural holidays, offering specific experiences and a slower pace of life.