West of Ireland tourism agencies from Derry to Kerry will begin a new campaign today to woo more visitors to the region. Fáilte Ireland estimates that the western seaboard captures less than a third, only 28 per cent, of total national tourist revenue.
However, in a bid to increase its share of the tourism spend, an integrated marketing plan will be launched in Galway today with a €175,000 grant by the Minister for Community, Rural and Gaeltacht Affairs, Mr Ó Cuív. He said yesterday the west doesn't get the visitor numbers proportional to its size and attractions.
Tourism is the State's second largest indigenous industry, worth an estimated €5 billion to the economy. Currently, it contributes over €900 million to the west's economy and sustains over 39,000 jobs.
An inter-agency partnership has now been established, involving Fáilte Ireland, Shannon Development, Ireland-West Tourism, North-West Tourism, Leader companies and the Western Development Tourism Programme.
The partnership has produced publicity material highlighting the fact that the west has seven airports, from City of Derry to Kerry, and including Shannon, Knock, Galway, Sligo and Donegal. It aims to persuade visitors to by-pass Dublin and fly directly into the west of Ireland.
Apart from information on activities like walking, angling, golf and festivals, the partnership's brochure also gives details on "hidden gems", or attractions which are off the usual tourism trail, and on accommodation, shopping and eating out.
The publicity material covers all the areas served by North-West Tourism, Shannon Development and Ireland-West Tourism. Apart from the western counties from Donegal to north Kerry, it also includes Cavan, Monaghan, north Tipperary and south Offaly.
The brochure has an initial print run of 320,000 copies, and has been translated into French, German and Italian. The region will also be represented at over 40 tourism marketing shows this year throughout Britain, Europe, the USA and Canada. It will be supported by Tourism Ireland, the all-island body, in marketing programmes overseas.
Mr John Leonard, Shannon Development's regional tourism manager and co-ordinator of the initiative, said the three western areas are working very closely to ensure that the message "resonates far more widely in Ireland's overseas markets".