AT A time when sun holiday destinations are predicting a drop of 20 per cent in tourist numbers this year, Fáilte Ireland is remarkably upbeat in its assessment that a reduction of 9 per cent is more likely here. Such a fall would still have a seriously negative impact on an industry that has been experiencing hard times. But an early recovery will be possible if we play to our strengths and are helped by an upturn in the world economy.
Tourists are seeking value for money and enjoyable experiences. And while we cannot guarantee high temperatures and sunny beaches, we can offer green fields, open spaces and a largely uncluttered landscape. Neither can we promise cheap holidays. The cost of food and drink is high by international standards. But that has been balanced, to some extent, by falling hotel prices, special package offers and unique experiences. The bed breakfast experience is a case in point. Once regarded as the lower end of the Irish market, it has reinvented itself through the establishment of a group of 1,100 Town and Country Homes that offer quality accommodation, a personal touch and are promoted online.
The weakness of the dollar and sterling, compared to the euro, may be a short-term difficulty. But sharing a common language is a benefit, particularly when it comes to promoting historical and cultural attractions and special local features on the internet. A growing number of tourists now plan and book their vacations online. And while tour operators may provide the volume of visitors that help to keep hotel prices low, the trend is towards independent holidays.
In the same way, the recession and a focus on value for money is reviving the self-catering holiday. A recent survey showed that two-thirds of Irish people are considering a self-catering holiday, either at home or abroad. This segment of the market could have a huge impact on domestic tourism. If they are encouraged to stay at home, through competitive pricing and advertising, their spending power will carry us through the lean years. Such holidaymakers make up the bulk of hotel business and, already, there has been an 11 per cent fall in the number of Irish people going abroad.
We know what tourists like and dislike. Like ourselves, they appreciate value for money, beautiful scenery, friendly people and a safe environment. They don’t like being ripped off in pubs and restaurants. And they despair of public transport, poor roads and bad signposting. Put things right for them and we will be doing ourselves a service.