Fáilte Ireland has delivered a relatively up-beat assessment of prospects for the tourism industry for the coming year in a series of regional briefings. The number of overseas visitors increased by 5 per cent last year, bringing in an estimated €3.9 billion in revenue. And advance bookings for 2008 are healthy. But a downturn in the economy of the United States and volatility on the world stock markets has generated a threatening climate that may not fully impact on the industry until 2009.
In all regions, the message being hammered home by Fáilte Ireland was: get your name and your product on to the internet because that is how most visitors to Ireland are now sourcing their holidays. They want good value. And they are in search of a unique experience, about which they can tell their friends.
Good value, as Frank Magee of Dublin Tourism pointed out, does not mean "cheap". Ireland was not and should not try to become a "cheap" destination. Instead, it had to provide visitors with an affordable and enjoyable experience. And, in that regard, visitors are just as concerned about the shortcomings of public transport as locals. They complain in particular about the absence of an integrated ticketing system and late starting times for buses and the Dart on Sundays.
Dublin continues to dominate in terms of overall visitor numbers and expenditure. But growth was slightly faster in the east and midlands region and in the west. And it is heartening to note that considerable effort is now being devoted to the development of rural-based holidays involving walking, angling, golfing and cycling in those areas.
Given the difficulties being experienced by the US economy, European visitors are likely to become more important in the coming years. Internet advertising is the new research tool of the independent traveller. They invariably check out facilities and costs in a local area before booking a holiday. France, Germany and the Nordic countries are regarded as important growth areas and Irish hoteliers should follow their competitors by offering multi-lingual options on their websites.
The tourism industry is of immense value, in terms of wealth and local job creation. It attracted an estimated eight million overseas visitors last year. And the promotion of regional domestic holidays, through the Discover Ireland campaign, has helped to balance the growth of Dublin. Quality and good value, particularly when eating out, are vital ingredients in ensuring satisfied customers. We must also work hard to protect visual amenities from offensive developments and waterways from pollution.