If a Japanese tourist walks into the North West Tourism offices in Sligo looking for information to make his visit to the capital of the northwest an enjoyable one, he may be surprised to be given a brochure in his own language.
"The number of Japanese visitors is increasing all the time and it has the potential to rise even further," said Ms Roisin Sorahan, public relations and marketing officer. "It is nice to be able to present them with a brochure in their own language. They appreciate it and we are delighted to provide the service. We have, in fact, brochures in seven languages."
What are the attractions of the region? She points to the high number of excellent golf courses, the beautiful scenery, places of historical interest, cruising, fine Blue Flag beaches, hiking and biking, major amenities, good hotels, plenty of B & Bs, self-catering accommodation, restaurants and pubs with entertainment.
She said marketing and promotion were vital to selling the region and there had been a massive concentration on this aspect of the industry in the past 18 months. This was paying off and she was seeing an increase in the numbers visiting the region. She was also pleased at the success in expanding the season into April, May and June. "Visitor numbers seem to be up. Even in February and March, it is hard to get into hotels. We are getting tourists all the year round."
The industry is particularly pleased with the response from northern Europe and the UK markets. The strength of sterling was a big factor in the UK business.
There had been a bit of a fall in German visitors in recent years, but there had been a big turnaround and this market was showing an improvement again.
The causes of the drop, and now, the dramatic improvement are not easy to explain. There had been a feeling among some Germans that Ireland was losing its green image and that it was being replaced by the more commercial Celtic Tiger. The Germans had their own tiger and they did not want to travel to the north-west of Ireland to find another one.
However, all seems to be forgiven, and the German invasion is back. Ms Sorahan cannot explain why this should be, but she says they seem to have "reviewed" the situation and have concluded that we haven't lost our green image. Ireland can still offer a lot, and they realise that. They are very fond of golf and cruising on the Shannon.
Knock Airport is an important access point for tourists entering the north-west. A charter flight is being introduced at the end of this month from Amsterdam. This will bring in a large number of visitors. "It is a huge thing for us. They will all be visitors and not business people. We have brought out a new brochure in Dutch," she said.
The Norway and Sweden markets are also proving satisfactory and the "big hook" for this is the fine golf courses. Most of those who arrive go straight for the golf course. The Rosses Point course, about five miles outside the town, is a favourite.
Yeats must be a happy man for all his name has done for the tourist industry in Sligo. The "Yeats product" developed significantly last year. At Drumcliffe, at the foot of Benbulben, where he is buried, an excellent little stone complex has been built incorporating an audio-visual presentation about the poet, and a craft and coffee shop. There is also the Yeats Candle-Lit Supper in the Yeats Room in the Blue Willow Restaurant, Wine Street. This is based on the Bunratty concept and costs £25.
The Yeats Passport Trail is still up and running. It includes sites in Dublin, Sligo and Galway, targeted at those who wish to sample Irish culture and landscape. Visitors can enjoy the novelty of having their "passport" stamped at each of the sites included in the trail.
Reports on tourist trends for Donegal are also encouraging, according to Ms Sorahan. "They have some very good festivals which attract a lot of people. A lot of people from Northern Ireland visit. Sterling plays a big part. They have never seen so many from the North and England."
The IRA ceasefire and peace process has been of great benefit to the region, she said. It was important that the peace process stayed on course. A Border county can be badly affected by violence. This was frustrating for those who were working to improve the community.