Mid-West region sees 23% rise in tourism

VALUE for money short breaks made the Mid-West the country’s biggest tourism winner last year.

The region recorded a 23% growth, attracting more than two million Irish and international visitors.

Strong growth from Britain and Europe, and good numbers from North America boosted business during 2006, according to figures released yesterday by the regional tourism body, Shannon Development.

Tourism chief John King said: “The target for visitor number growth for Ireland this year is 6%. We want to achieve this also for the Shannon region, and this is reflected in our marketing strategy. Although we are setting ourselves a minimum target band of 6% growth for 2007, we will be looking to achieve between 6% and 10%.”

Pat Daly, of Shannon Development’s marketing section, said: “Some of the main supporting drivers of this growth into the region include the major improvement in direct air access into Shannon, especially from the UK and Europe.”

He said they are continuously improving and adapting its e-marketing campaigns.

“Shannon Development’s strong trade partnership and co-operative marketing campaigns with partners such as Ryanair explains some of the reasons for the tourism dividend the region is now enjoying,” said Mr Daly.

Already in this year’s promotional campaign, more than 35 million potential visitors worldwide have been targeted throughfocused advertising, e-marketing and a range of domestic and overseas tourism launches.

“To keep the growth curve up at the 10% level, we will push to increase our market share for this region. We have learnt from last year, and some of the recent 2007 campaigns, that you need short breaks that are timely, attractive and contain value,” said Mr Daly.

A number of specific product initiatives have been undertaken to underpin this growth.

These include the development of more than 300km of walking, cycling and activity trails across each county of the region.

The old barge walk at O’Briensbridge will open in May, and Ireland’s first mountain bike trail in the Ballyhoura Mountains will also open this year.

Earlier this year, Shannon Development signed off on a deal with a consortium to invest over €50 million in Kilrush marina.