Gaelic games could be as big a tourism draw in Ireland as bullfighting in Spain or kickboxing in Thailand, according to new research from the University of Ulster.
The tourism industry north and south of the Border has failed to recognise the potential of sports "unique to Ireland", academics at the university have said.
Even the GAA is ignoring the revenue-generating possibilities of attracting overseas spectators, and fails to include any assessment of tourism potential in its marketing strategy, lecturers at the school of hotel, leisure and tourism at the University of Ulster Coleraine, Adrian and Frances Devine, said.
"The GAA remains one of Ireland's best-kept secrets. Gaelic games have never featured prominently in a tourism marketing strategy document in either the North or South of Ireland." Gaelic games, particularly football, could be "money-spinning attractions" if properly marketed.
A survey conducted by the researchers of tourists in Antrim, Tyrone, Derry and Donegal found that just over 12 per cent were familiar with the GAA, but almost 70 per cent said they would be interested in playing or watching a sport unique to Ireland.
All those surveyed who were in the country on business said they would like to see a football or hurling match during their stay.
Researchers' recommendations include:
the GAA becoming involved with tour operators to provide sports packages including tickets for a match, a visit to a GAA museum and the opportunity to play Gaelic games
"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," Mr Devine said.
He added: "The biggest problem is that people are not staying in the country long enough because there is not enough to do.
"We have Gaelic games every summer, but most tourists are not aware that they exist," Mr Devine said.
