Opportunistic pricing, inadequate cultural facilities and the sub-standard condition of Dublin airport are deterring visitors, according to a major report on Irish tourism.
The third and final report by the Tourism Action Plan Implementation Group, published yesterday, highlighted a number of key barriers to the Government's aim of increasing visitor numbers to 10 million annually.
Of most concern is the loss of competitiveness by the tourism sector in recent years, which the report attributes to high wage costs and high charges for services.
The report adds that the "sometimes opportunistic pricing by certain operators and the comparatively low productivity in the services sector do not help either". The group warns that the services sector must make the necessary adjustments to survive in the new economic environment.
Facilities at Dublin airport are also criticised in the report, which finds that the airport does not meet the expectations of visitors to a modern, highly developed country. While acknowledging that the basic decisions needed to provide the required infrastructure at the airport have now been made, the report states it is frustrating for the tourism industry that delays in taking these decisions will ensure that it will take years for changes to occur.
Meanwhile, Ireland as a tourist destination was found to have become "tired" and "lacking in verve" at a time when visitors are seeking authentic experiences.
"A fundamental weakness is that much of the existing product, in both public and private ownership, is not packaged, presented, made accessible or marketed to best effect either internationally or domestically," the report stated.
Dublin is classed as being "inadequately served with cultural facilities", due to the lack of attractions.
This absence represents a barrier to attracting key segments of the international tourism market to Ireland, according to the report.
Although the number of holidaymakers in Dublin has increased by more than three million to almost 7.5 million in recent years, areas outside the capital have had 2.5 million fewer tourists.
The group warns that this trend is likely to continue because of the increasing popularity of short breaks, which a city such as Dublin will benefit from at the expense of regional centres.
Yesterday, Minister for Arts, Sport and Tourism John O'Donoghue welcomed the group's contention that the tourism strategy is in many ways doing better than anticipated.
"We cannot afford to be complacent about our tourism revenue, however, with competition from new tourism destinations ever increasing.
"The falling numbers of visitors to rural areas is also a worrying trend that needs to be tackled," he said.
The group concluded that competitiveness, product development, access and marketing and the regional spread of tourism should be prioritised.
Tourism report: key findings
AREAS OF GOOD PROGRESS
Industry commitment to responding and repositioning for tourism growth.
Government commitment to the implementation of the tourism strategy.
The additional resources allocated to tourism marketing by the Government and tourism State agencies.
Significant increases in air access.
Commitment to upgrading transportation infrastructure and services.
Decision to provide a national conference centre in Dublin.
New capital investment programme for the Abbey Theatre, the National Concert Hall, the Gaiety Theatre and Theatre Royal in Wexford.
AREAS OF SLOW PROGRESS
Deterioration in competitiveness.
Less than satisfactory experiences of passengers in Dublin airport.
Full VAT is chargeable on conference business in Ireland - in contrast to Britain.
Tourism products lack "bounce" for many tourists.
Regional spread of tourism is in decline, with 2.5 million fewer visitors travelling outside Dublin between 1999 and 2004.
Signposting on national, regional and local routes is inadequate.