A confidential report for Bord Failte on the British holiday market has found a perception that the traditional sense of hospitality and friendliness may be declining.
A senior Bord Failte executive told The Irish Times there was a problem with Ireland of the welcomes.
The report was commissioned last year from System Three, an Edinburgh-based consultancy, after the first drop in British holiday visitors in many years was registered in 1999.
The decline was not dramatic - visitor numbers fell from 970,000 to 940,00 - but Bord Failte was concerned it should have happened at a time when sterling was strong, the British economy buoyant and air access unprecedently cheap.
The UK is by far the most important market for Irish tourism, generating £903 million in revenue in 2000. Ireland has 8 per cent of the UK holiday market - more than Italy or the combined Scandinavian countries.
Car-ferry prices were raised to compensate for the loss of duty free revenue and ferry customers from the UK in 1999 fell by 100,000. The strength of sterling has made more exotic destinations affordable to the British consumer, partly at Ireland's expense.
Following discussions with trade representatives and Bord Failte staff in London, the consultants identified a number of perceived weaknesses in the Irish tourist product. Most serious of these was the idea that the traditional Irish welcome was not as warm as before. Mr Malcolm Connolly, manager - research and strategic planning, conceded this was beginning to emerge as a problem, though he insisted it was not yet acute.
Other weaknesses include the lack of a major conference centre in Dublin; congestion in peak periods in the main tourist centres in the west and south-west; deficiencies in road and footpath signposting; litter; few weatherproof events and attractions; a lack of planning controls in some areas. Some British coach tour operators voiced concern about the price of accommodation and meals.
The chairwoman of the Irish Tourist Industry Confederation, Ms Eileen O'Mara Walsh, said the report had significant implications for the industry. It raised concerns about emerging trends which could affect Ireland's continuing competitiveness in the British market.
The figures for 2000 showed a 12 per cent increase in visitors from North America and 10 per cent from mainland Europe. The numbers from the UK lagged behind, with a 2 per cent increase.