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Wish we were there
Comment
People who go across the sea to Ireland on a visit from Britain these days regard the auld country as a “less than exotic location” — according to the latest surveys carried out by Tourism Ireland.
That really cannot come as a surprise to many, given the homogenous nature of Ireland and Britain in these times and the similarities in language, cuisine and climate.
However, the survey findings do reinforce in those responsible for bringing tourist numbers into the island of Ireland the need to be ever more creative in their thinking when they concentrate on tourism promotion.
Instead of dwelling on what is commonplace between the two countries, the tourism boffins surely have to emphasise the specific cultural and social differences between Britain and Ireland. They must come up with a package of ideas for holidays in Ireland which offer the tourist a complete range of friendly and enriching experiences.
From Ireland’s viewpoint, Britain has to be a vital market for the tourism and hospitality sector. Britain is Ireland’s closest neighbour and currently more than half the number of tourists who visit Ireland annually travel from Britain.
But, as in Britain, Ireland is beginning to feel the pinch as tourists are lured to more exotic locations worldwide for their holidays. The details of these destinations are delivered into their front rooms via the holiday programmes on the television; the means of getting there cheaply are delivered by the plethora of low-cost airlines.
Last year, for the first time in more than a decade, there was a fall in the number of British visitors making the journey over to the Irish Republic.
Ireland is not alone in suffering this way, however. Other popular holiday destinations like Spain and Greece have been affected too as tourists seek out the cheaper alternatives on offer in places like the Balkans and Turkey.
A senior figure in Tourism Ireland has suggested that Ireland’s traditional selling points of friendliness and culture are no longer sufficient to attract the British visitor. He says that Ireland should set about marketing specific activities and events in the country, like festivals, so as to offer the tourist a uniquely Irish experience.
This thought has a lot going for it, although Ireland should try never to lose its reputation for friendliness and hospitality.
It should not be forgotten that those responsible for marketing Ireland here in Britain have done a marvellous job down through the years.
But things like the Irish weather do not help them nor does the perception that Ireland is an expensive place to stay, the thought that drinks prices are expensive and that eating out does not offer good value for money.
Make no mistake, tourism is one of Ireland’s biggest industries and will have to remain so well into the future. The tourism industry currently provides jobs for around 140,000 people and brings in some £2.8billion a year in foreign earnings.
But, like all industries, Ireland’s tourism industry must be constantly seeking to re-invent itself. It must be aggressive in its marketing to win over to Ireland tourists in greater and greater numbers.
Just now, these tourists have the world at their feet when it comes to choosing the next place to take their holiday.
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