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ACCORDING to Fáilte Ireland’s latest Barometer Survey business sentiment across the tourism sector is now at levels not seen since the Celtic Tiger and expectations for the 2016 season are very upbeat with strong growth projected across all parts of the industry.
Irish tourism is now well placed to deliver significant employment and foreign earnings growth to 2020 and beyond provided we maintain competitiveness and sustain investment in the new portfolio of tourism brands now coming to market. This was the key message delivered this week at Fáilte Ireland’s Annual Tourism Industry Review.
The recent upturn in tourism fortunes, although very welcome, has been fuelled largely by factors external to the tourism industry. Improving economies of key source markets, favourable exchange rates and increased air access all contributed to making 2015 a record year. To build on this initial success, the next phase of growth must be driven by factors from within the sector including; sustaining better value for money and offering more compelling and authentic branded visitor experiences rather than relying on a hazy green image and warm welcome.
With recent Fáilte Ireland branding initiatives just entering the market (The Wild Atlantic Way, Ireland’s Ancient East and Dublin - a Breath of fresh Air), it is expected that two key objectives of Fáilte Ireland can be achieved: significant growth in visitors can be secured across all regions with targeted marketing of specific consumer segments; and the tourism season can also be lengthened – significantly boosting visitor numbers and revenue. Optimism for the years ahead, however, needs to be tempered by the fact that challenges remain in the sector.
Speaking at the briefing in Fáilte Ireland’s HQ, chairman Michael Cawley said: “In 2015, driven by benign external factors and competitiveness at home, we experienced a record year for overseas visitors. However, I believe that further growth is yet to come as we deploy our new brand offerings to greater effect in helping Ireland to become more compelling as a holiday destination within an intensely competitive marketplace.
“The Wild Atlantic Way has been a great success locally but its impact internationally remains quite modest. If awareness levels across key markets are increased appreciably over the next few years, then the true potential of the Wild Atlantic Way as a driver of tourism growth to the West of Ireland will be realised. Similarly, our Ireland’s Ancient East brand is only taxiing up the runway and it too can, and will, deliver game-changing growth for the East, Midlands and South. Thirdly, in the Capital, there is considerable potential to sustain tourism growth provided we can successfully reposition the city and county as a more vibrant destination with our new Dublin brand.”
To underscore his point, Mr Cawley highlighted the recent consumer research commissioned by Fáilte Ireland which indicates that, currently, awareness of key Irish visitor attractions is much lower than many commentators might expect. Not surprisingly, this research also confirmed the very low levels of awareness and understanding of Ireland’s experience brands. However, when respondents were made aware of what these brands offered, they reacted very positively.
Mr Cawley added: “We know, for example, that the Wild Atlantic Way is a fantastic tourism proposition but has low international recognition at this point. When we survey potential overseas visitors, most are unaware of the new initiative. However, when they are told about what is on offer, the response is phenomenal. Clearly, as we build awareness, the Wild Atlantic Way is going to make a significant and transformative impact in the West.” Fáilte Ireland will be investing over €100m in capital funding over the next five years to support visitor experiences and services.