Tourism chiefs get behind culture to drive sector

THE Government and tourism authorities are set to embark on a promotion of Ireland’s cultural attractions as a key driver of growth for the sector as Irish tourism faces into an uncertain economic period.

Arts, Sport and Tourism Minister Martin Cullen said yesterday that Ireland still did not have a high profile as an international cultural destination, despite having 4,800 individual products relevant to cultural tourism.

Opening Fáilte Ireland’s annual tourism conference in Dublin Castle, Mr Cullen said: “We need to present and market these products and experiences in a smarter and more effective manner.”

The minister announced that a new Government initiative would bring the heads of key arts, sport and tourism bodies together to develop an action programme to boost business for the industry.

He identified the development of a Dublin Biennale — a festival of contemporary art similar to Venice and Sydney — and the promotion of Ireland’s culture as a link to the 2010 London Olympics as areas of potential growth.

Mr Cullen said the revitalisation of events like the St Patrick’s National Festival in March had shown what could be done with leadership and vision. However, he also predicted that 2008 would seen the end of a five-year period of continuous growth for Irish tourism. The minister said Ireland’s achievement in attracting about 8 million overseas visitors who spent €5 billion last year was outstanding.

Fáilte Ireland said cultural tourism could provide key opportunities for the industry against the background of a global downturn in international tourism.

The national tourism development authority has identified the promotion of Ireland’s rich cultural heritage, including historic sites and buildings as well as Irish literature, dance and music, as having a key role in future growth for the sector.

Fáilte Ireland chairman Redmond O’Donoghue acknowledged the sector was facing “some very stiff challenges” in the years ahead, but stressed that cultural tourism was a lucrative business which could help spread economic gains across all regions of Ireland.

Mr O’Donoghue said 3.25 million visitors had participated in historical or cultural activities while holidaying in Ireland last year. Fáilte Ireland estimates that 68% of all overseas visitors take part in some cultural activity during their stay, contributing about €2bn to the local economy.

Research has also shown that more than half of all foreign tourists identified a cultural or historic interest as their reason for choosing Ireland as a holiday destination.

“Consumer confidence will return and when it does we need to be well positioned to take advantage of that opportunity,” said Mr O’Donoghue.

* www.failteireland.ie