No statistics at tourism show

Facts and figures on how tourism in the Shannon Region fared in 2009 were not available for an industry roadshow recently. 
The chief executive of Fáilte Ireland, Shaun Quinn, made an illustrated point of the absence of statistics when he delivered the first key pitch when the Tourism Roadshow get-together returned to the Radisson Hotel, Limerick, on Thursday of last week. With an image of leotard-clad ladies shaping up in a fitness centre projected onto the big screen, he commented, “This is the extent of the figures you are going to see.”
It was much the same when the focus zeroed in on the immediate region. The Shannon Development regional tourism agency was again making use of the gathering to launch its tourism-marketing plan for the year.
The format was identical to the previous year but with a marked difference in content. While the 2009 publication carried a review of figures from the previous year and set out targets for the year ahead, the 2010 version provided no breakdown on numbers and revenues for the past or present years. Instead, the emphasis was on the value of tourism to the region, with 1,000 ventures providing jobs for 25,000 people.
But in the course of his presentation, Shannon Development tourism marketing manager Paul Ryan did put on record the targets set for this year. Aiming for 300,000 visitors, 500,000 bed nights and revenues of €50 million, the 2010 targets are all but identical to that set for 2009.
While the general thrust from the promotion agencies was that an all-out effort was to be made to halt the tourism slide this year, the clear message was that the objective this year will be to earn more from lesser numbers.
The Tourism Ireland team in North America has even adopted a slogan that defines this year’s mission. As explained by Tourism Ireland vice-president, Allison Metcalfe, the motto “Fewer, Bigger, Better, More Impactful” (FBBI) encapsulates what the professionals believe will make the difference this year. With seats on transatlantic routes to be down by 4,500 per week this year, the aim is to attract even bigger spenders and enhance the quality aspects of holidays here for the 12 million Americans and two million Canadians revealed in market research as interested in travel to Ireland.
Clear figures and the issues engaging Shannon Region tourism operators only emerged in the question and answer sessions. Ms Metcalfe acknowledged that the number of transatlantic flights into the three gateways of Dublin, Belfast and Shannon would be down by 15 to 100 per week, a 16% decrease. But the story is more ominous for Shannon.
In response to concerns voiced by Marie Collins of the sales team at the flagship Doonbeg Golf Club that levels of service from the US into Shannon are still not clear, Shannon Airport marketing manager Declan Power pointed the finger at Aer Lingus.
Aer Lingus has yet to announce its schedule for the Shannon-New York route, which has been the backbone of American tourist throughput to the West of Ireland. Although an announcement is expected in the coming weeks, there are no firm indications of whether Shannon will be served by flights also connecting to Dublin or have availability of the full compliment of seats on flights turning about at Shannon. It also raises the thorny issue of cabin crew staff, which has been run down at Shannon.
On routes other than New York, Aer Lingus has already left Shannon with severely reduced services. Shannon will be at the loss of 148,000 return seats on the Chicago run “where Shannon will be without a service for the first time in 14 years”, the marketing manager pointed out.
The Boston connection has also been scaled back. “In 2006, when Aer Lingus moved back onto the route to compete against American Airlines, we had three flights a day for five days of the week. With the withdrawal of American, the Boston link will be down this year to four per week,” he said.
On the question of accessibility through Shannon from European markets raised by Elizabeth Fena of the Bellbridge House Hotel in Spanish Point, Declan Power reiterated the Shannon Airport Authority mantra that Ryanair delivered little in terms of visitor numbers in the five-year Shannon presence. 
It’s now little over a month away from when a range of Ryanair European services disappear off the radar because of the airline’s row with the Government over the €10 travel tax and Shannon’s charges.
While conceding that there was a 50-50 split of outbound Irish travellers and inbound British passengers on the Ryanair UK services, he pointed out that “very few visitors” were carried on the European routes, where the vast majority of passengers were outbound from Ireland.
“We have our own five-year plan, which is based on our belief that there is demand from North America, which can bring 500,000 passengers a year through the airport. Shannon will be working towards that goal,” he said.