Hotels plan euro-for-dollar deal to attract valuable US tourists

A LEADING tourism figure in the south-west, who yesterday warned it would be a “tough year” as far as the American market is concerned, welcomed a new marketing initiative.

Irish Hotels’ Federation (IHF) executive council member Michael Rosney said an innovative price discount promotion would guarantee American visitors a euro-for-dollar rate in hotels from Kerry to Donegal.

There are fears of a substantial drop in American visitors this year, mainly because of the poor exchange rate for the dollar against the euro.

“Americans account for 10% of our total tourist market, but their value is significantly higher than 10%,” Mr Rosney said.

“Americans have the highest spend whilst they are here and they also have the longest average stay, ” he added.

The IHF is finalising details of its euro-for-dollar scheme, which follows an announcement from Tourism Minister Seamus Brennan that an extra €2.4 million is to be spent on marketing Ireland in North America, this year.

About one million North Americans come here each year and the marketing campaign is being focussed on major US cities which have regular flights to Shannon.

“Ireland and Italy are the only countries in Europe which have maintained their levels of North American visitors at pre-9/11 levels.

“We must make every effort to ensure that situation continues,” said Mr Rosney.

Meanwhile, Killarney’s multi-million tourism industry is targeting a potential market of 25 million people living within commuting distance of British airports which have direct services to Kerry Airport.

Killarney Chamber of Commerce and Tourism is availing of a match-funding marketing scheme devised by Fáilte Ireland.

Chamber executive Jerry O’Grady said the chamber was already in a position to provide funding which could be matched by Fáilte Ireland.

“We’re looking at a huge market between the two major motorways reaching down to the north of London,” he claimed.