Tourism must look to marketing strategy

THE tourism industry must launch a concerted effort to develop international business as tourism could become an early beneficiary of economic recovery in markets such as the USA, Germany and Britain.

Speaking at the annual Fáilte Ireland Annual Tourism Conference, chief executive Shaun Quinn stressed the industry’s contribution to national recovery must be rooted in market share gains across key overseas markets.

According to Fáilte Ireland chief executive Shaun Quinn tourism’s contribution to national recovery must be rooted in market share gains. He said in recent years the industry had relied heavily on domestic consumer demand and an effort must be directed towards developing international business. “Our own research is indicating a growing perception among our visitors of greater value to be had here. However, we need to get that perception out to potential future visitors also. During the boom, a view grew abroad that Ireland was an expensive destination of choice.