"Ireland Is Open For Business And Great Value" - Hanafin

Mary Hanafin T.D., Minister for Tourism, Culture and Sport speaking last Wednesday about the newly released overseas visitor numbers for the first three months of this year said that while at face value the figures are disappointing, they must be understood in the context of a decline in tourist numbers internationally.

"Tourism worldwide has been deeply affected by global economic difficulties and loss of consumer confidence, with Ireland particularly hit by exchange rate challenges.

"The exceptional weather conditions in the first two months of this year, also affected Ireland and most of our overseas markets.

"The Great Britain market remains a particular challenge due primarily to economic factors and exchange rate issues.

"While the level of decrease is worrying, I understand that outbound travel from [Britain] to all eurozone destinations was also down in the first months of the year. And most importantly, Tourism Ireland will invest a minimum of €12.8 million on promotional and marketing activity in 2010 in Great Britain and are actually targeting a return to growth from this market by year-end."

In terms of visitors from more distant destinations, the figures from North America have held up quite well with a reduction of just over 3% for the first three months.

Visitors from other long haul destinations actually showed an increase of 11% compared to the first three months of 2009.

Visitors from long haul destinations tend to spend more and stay longer than visitors from Great Britain or Europe.

The figures published today cover the first three months of the year - the low season for tourism. Over 60% of holidaymakers arrive between May and September. Minister Hanafin added, "Earlier this month I launched a €20 million Summer Marketing Campaign on behalf of Tourism Ireland. This campaign will build on Tourism Ireland's marketing effort earlier in the year and is designed to win as much business as possible for the peak season.

"This unprecedented drive in key markets in Great Britain, the United States, Germany and France aims to create the conditions for recovery later this year.

"In view of the recent volcanic ash issue, it is more important than ever to get the message out there that Ireland is open for business and there is great value available when you get here.

"I have met with representatives of tourism industry groups, as well as the tourism agencies, to discuss responses to the continuing challenges.

"Whereas operators elsewhere were criticised for appearing to exploit travel delays as a result of the ash plume, Ireland's tourist industry was praised for its rapid and sensitive response to the crisis.

"Fáilte Ireland worked with the industry to draw up a customer care charter addressing issues such as cancellations, pricing, information, and quality of services for all tourists affected by delayed travel plans due to volcanic ash. I am very pleased that this charter has now been finalised and has already been taken up by over 1,000 tourism operators."

In addition to the continuing marketing drive in key overseas markets, Fáilte Ireland is working with the industry to engage the Irish holidaymaker with attractive and accessible offers highlighting the value and quality available within Ireland, and Fáilte Ireland will be targeting this in the weeks ahead.

"On the Business Tourism front, the opening of the Convention Centre Dublin in September will further enhance our capacity to attract international events.

"The Department's overall Tourism Services Budget for 2010 is over €153 million, representing an increase of 3% on 2009.

"This is seen as a very positive result for the tourism sector in view of the overall very challenging budgetary situation." she concluded.