Mid-West bids to lure visitors away from Dublin

THE Mid-West is leading a major battle to lure foreign visitors away from the greater Dublin area and out into the regions.

Recent figures show that visitors are concentrating increasingly in the East coast at the expense of the West.

Shannon Development the tourism authority for the Shannon Mid-West region has now set a 5% growth target for the coming year.

The group's head of tourism John King said such an increase would ensure a more even spread of visitors in the regions.

Mr King was speaking at a Shannon Development tourism briefing held in Fitzgeralds Woodlands House Hotel, Adare, Co Limerick, for members of the tourism trade in Co Limerick. The briefing was the first of three which is taking place in counties around the Mid-West over the coming week.

"The purpose of the briefings was to launch the company's 2006 tourism marketing plans and to discuss how Co Limerick and Shannon region tourism interests can capitalise on opportunities during the coming year.

"Increased traffic through Shannon International Airport with the introduction of new services from the UK and Europe operated by Ryanair, from Boston by American Airlines, and in more recent times from Warsaw, all had a positive impact on the Shannon region tourism industry during 2005."

For the first time ever, Shannon recorded 3.3 million visitors, and the Ryanair announcement of four new routes from its Shannon base to Manchester, Wroclaw, Rome and Murcia is expected to continue growth in 2006.

A recent Shannon Development survey among members of the Shannon Region Tourism Trade revealed that 71% of people interview reported a benefit from the increased level of flights at Shannon and 67% said they were optimistic of a good performance during 2006.

Mr King said: "One of the problems we have identified is that, in line with trends in other regions around Ireland, tourism growth is not being felt in rural areas."

He said partnership will be the key to success during 2006.

"We have seen the benefits that working in partnership can bring, from the success of the sectoral marketing groups, to the equal success of Meet Limerick Shannon conference bureau initiated by Shannon Development.

"Just to cite one example of where partnership worked, last year 340 media visits were arranged to the region by Shannon Development working with the Shannon region tourism trade, Tourism Ireland and Fáilte Ireland.

"The results to date are 500 major articles and broadcasts on the region, worth €15 million in equivalent advertising value. Nationally there were 1,300 media visits which generated media coverage valued at €65m."

He said the region secured over 26% of all travel media who visited Ireland during 2005, twice the national average of media visits.

"Overall Shannon Development believes that, while 2006 will be a challenging year for the tourism industry generally, the new flights open up particular opportunities to significantly boost business to the Shannon region and the West.

"It is therefore important that all interests work together to ensure the success of these services so they are sustained and that additional services follow on, building a tourism growth momentum," said Mr King.