IRISH TOURISM may not be, as Ryanair’s Michael O’Leary disparagingly suggested, “in the toilet”. But it is certainly in trouble. The extent of that trouble was outlined last week when tourism interests acknowledged that the number of visitors coming from Britain had halved over the past three years, with tourist numbers from all destinations falling by 30 per cent. Reversing that will be difficult but it can be done.
A five-year development plan for the industry, funded by hotel and tourism interests, envisages a return to low growth this year, followed by a recovery that will eventually exceed the peak year of 2007 when eight million visitors came here. Rebranding Irish tourism is regarded as vital, as is the use of Irish embassies and State agencies, along with the utilisation of prominent Irish personalities, to promote the sector. But the primary driver of a revitalised industry is expected to be an online media campaign, particularly involving social media. The widespread adoption of online reservation capacity by accommodation providers is seen as pivotal. Value-added offers, such as low-cost rambler tickets for public transport, tourist-value menus and savings on admissions represent important inducements.
Ireland priced itself out of its primary markets. In 2007, when visitor numbers were still growing, disgruntled tourists complained loudly about high prices and bad value. In response, spokesmen for the industry said that Ireland was not and should not try to become a “cheap” destination. Good value did not mean “cheap”, they insisted. Instead, we should try to offer affordable and enjoyable experiences. That same “whistling past the graveyard approach” was to bring banks and building firms crashing down.
The sector now admits that Irish tourism suffered from high prices and a perception that it was an expensive destination. That is a good start. There are other positives. Mid-market hotels now offer some of the cheapest accommodation in Europe. International travel guides are promoting Ireland as a favourite holiday destination and there is a particular emphasis on good value, high quality dining experiences. These are important recommendations. But they may not influence the majority of might-be visitors. It will take an intensive media campaign, on many levels, to convince a financially-stressed British public that Ireland remains a welcoming, relaxed destination, offering special interest attractions and good value for money. Perhaps Michael O’Leary could be asked to advise?