€47m to promote tourism as visitor numbers decline

TOURISM IRELAND is to spend €47 million on promoting Ireland as a holiday destination over the next three years as visitor numbers are expected to decline this year for the first time since 2001.

The Go Where Ireland Takes You marketing campaign was unveiled in Dublin yesterday amid concerns that 2009 is also set to be another bad year for the industry.

Tourism Ireland has estimated the total number of overseas holidaymakers visiting Ireland in 2008 will be 8.8 million — a 3% reduction on the previous year. It is also projected tourism revenues will fall by 4% to €4.2 billion.

Commenting on falling overseas visitor numbers, Tourism Ireland chief executive, Paul O’Toole, said 2008 had presented tourism leaders with the most challenging trading conditions in years.

Mr O’Toole blamed the rapid and sustained downturn in the global economy for the reduction in visitors from Britain, continental Europe and north America.

Although the 3% decline in tourist numbers might not be as bad as they first appear, Mr O’Toole expressed concern that the actual impact of such a reduction on the tourism sector could be much deeper.

He also predicted similar conditions are expected to prevail next year with little sign of a pick-up in the global economy.

However, Mr O’Toole added: “While the outlook may appear tough, it is important to recognise that many people around the world will still want to take holidays.”

Tourism Ireland has already begun fresh campaigns in Britain to market Ireland as a holiday destination, while more than 1,200 senior travel trade representatives visited the Republic in the past year.

Mr O’Toole said the target for next year was to build market share in the core markets of Britain, Europe and north America, while also developing new markets, including China and India.

However, he expressed concern the number of air services to Ireland could fall further in early 2009 due to the general downturn in the aviation industry.

Launching the new campaign, Tourism Minister Martin Cullen said the sustained level of investment in a difficult economic climate would position Ireland for a faster recovery.

“If we package, promote and deliver it to best effect, we can win business in 2009,” said Mr Cullen.

The new TV, press and online advertising campaign is expected to reach an international audience in excess of 200 million people.

Meanwhile, Fine Gael tourism spokesperson Olivia Mitchell accused the Government of undermining Tourism Ireland’s campaign by the decision to press ahead with a controversial €10 airport tax for most international flights.

Ryanair also claimed €47m was being “poured down the drain” because of the tax which would act as a devastating blow to Irish tourism”.