Gaelic games could become a lucrative tourist attraction if properly marketed and promoted, according to research published today by the University of Ulster.
Gaelic games have never featured prominently in a tourism marketing strategy document in either the north or south of Ireland, and there is no mention of tourism in the GAA's latest marketing strategy.
The researchers said that sports tourism is a very lucrative niche market. In 2001 1.8 million overseas visitors to the United Kingdom (8 per cent of the total number of visitors from abroad) either watched or participated in sport during their stay, spending £1.4 billion, 12 per cent of total income from tourists.
The authors of the report say that Gaelic games should be promoted in the same way as kick boxing in Thailand, martial arts in Japan and bull fighting in Spain - as a sport unique to Ireland.
The researchers suggested the GAA should link up with tour operators to provide a sporting package involving tickets for matches or a visit to a GAA museum and the opportunity to learn how to play Gaelic games.
Development officers could coach tourists and sporting camps could be established to enable visitors to meet and train with famous players and coaches and to visit leading venues, according to the report. Details of GAA matches and directions to venues should be posted in tourist information offices, the researchers said.
A survey conducted by the researchers among 414 tourists in Antrim, Tyrone, Derry and Donegal found that only 12.3 per cent of them were familiar with the GAA, yet more than 68 per cent said they would be interested in either playing or watching a sport unique to Ireland.
All of the business tourists said they would like to see a Gaelic football or hurling match during their stay.
The report said: "If promoted properly, the link between the GAA and the image it portrays can be exploited to attract overseas visitors to Ireland. All Gaelic games are amateur, drug-free and family orientated - admirable qualities in today's sporting arena."