Ryanair: Irish tourism is under performing

Ireland can increase tourist numbers by 50% to 12 million in the next five years, but only if the offering is dramatically improved, says Ryanair’s marketing guru Kenny Jacobs.

He told a conference yesterday however that Ireland as a tourist destination is not the “Premier League” as the industry is too expensive.

Speaking at the Annual Tourism Policy Workshop at Dromoland Castle in Co Clare, Mr Jacobs said that Ireland must strike “an amazing, never-been-done-before deal with AirBnB” to address the room shortage in the industry.