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.

“In the last three years greater value has returned and we need to relentlessly hammer that message home to our key markets.

“Overall, it is now clear the tourism sector needs to build on emerging growth in our key overseas markets as well as the growing perception of better value here.

“We need to actively steer our way to a better business climate and passivity is not an option,” he said.

Mr Quinn pointed to positives in key overseas markets, including encouraging signals from the important German market, and a number of other eurozone countries which show those markets look like they will strengthen.

Confidence in the US economy is improving, though slowly, and there are also signs that increasing numbers of Americans are prepared to travel again. However, Mr Quinn also noted British consumers have been through a very tough budget which will weaken demand in Ireland’s biggest overseas market and consumers in Ireland are facing into a similarly tough budget next month.

“There is growing potential in Europe and north America and, while demand has softened both in Britain and domestically, there is still significant business to be won in these markets. What is very clear is Irish tourism needs to be more savvy, and much more aggressive, in selling its product if it is to win business across all its markets,” he said.

Tourism Minister Mary Hanafin emphasised the importance of tourism in any national economic recovery. “We are at a critical moment in our economic history and the onus is on us to put in place a credible path to recovery through improving competitiveness and addressing our cost base,” she said.