Brennan: Shannon must work for tourism trade

Tourism chiefs have to pull up their sleeves to ensure the Shannon region stays on the destination map, it was claimed today.

Seamus Brennan, the Minister for Tourism, said with the launch of open skies, and ending of the Aer Lingus link with Heathrow, 2008 will be a big challenge for the area.

He said although open skies would see other destinations open to the US market, he stressed that while Shannon loses a route, it could also gain access to half a dozen new American cities.

“It has opportunities as well as threats and it’s our job to maximise those opportunities,” he said.

“We really have to work hard to get business.

“The Shannon region is very resilient.

“They have a fantastic product there, they have great professionals, and there’s substantial investment in the area.

“It will be a challenge and it means we will have to roll our sleeves up.

“But there are exciting new plans there, with Shannon Airport Authority chasing new routes all the time and new airlines.”

Mr Brennan gave the warning as he launched Tourism Ireland’s overseas marketing plans and growth strategy for 2008.

The body – which represents Ireland north and south – is celebrating a record nine million visitors to the island this year, up 400,000 on 2006.

Tourism Ireland now hopes that figure will grow to 9.6 million next year, generating €4.9bn for the economy.

The minister said since the return of the Northern Ireland Assembly, the island of Ireland can be sold as a new holiday location.

“For the very first time we can market the island properly as an entity on its own, so it’s very exciting,” he continued.

“I want Tourism Ireland to tell the world about the island of Ireland.

“As a destination it’s almost a new destination, but it is one of the oldest in the world.”

Tourism Ireland chief executive Paul O’Toole said the organisation aims to continue to grow tourism at a higher rate of growth than international tourism.

Future plans to attract more visitors include targeting current markets in the UK, Mainland Europe and North America, which account for over 80% of visitors, and – for the first time ever – selling directly to consumers in China and India who stay twice as long as the average holidaymaker.

“Over the lifetime of our Corporate Plan 2008-2010, tourism has the potential to generate over €16.1bn for the island of Ireland in overseas earnings (not including fares to carriers),” he said.

“This is an increase of 24.2% in current terms over the period.

“These revenue targets are particularly ambitious, given the uncertain trading environment which is emerging in some of our core markets and at a time when the consumer has more choice and is more value-conscious than ever.”

Mr O’Toole said although the US dollar exchange rate will impact on next year’s ingoing figures, he stressed that route would remain an excellent market.

“The demand to come here and visit Ireland is very strong,” he added.

“Obviously if people are feeling it in their pockets what they spend when they get here may be affected somewhat. We might have a more challenging year in 2008 but long term North America is very important and will continue to be a very important market for Ireland.”