Fáilte Ireland outlines strategy for the Mid-West in 2013

Fáilte Ireland has said that it is working with Shannon Development on plans for tourism in the Mid-West this year to ensure continuity and pursue growth in markets overseas. The priorities for tourism in 2012 were outlined by Fáilte Ireland at its annual tourism industry briefing for the Shannon Region, which was held in Limerick on Wednesday.

 

The national tourism development authority, which will be assuming a greater role in tourism in the Mid-West Region, pointed to some cause for optimism in some overseas markets last year, particularly traditional markets in the US, Germany and France where there was some growth.

However, Fáilte Ireland stressed that targeted changes will need to be effected in Britain, which is Ireland’s biggest market. The national tourism development agency stressed that a radical change in approach to that market would be necessary this year.

“Tourism is, by its very nature, an optimistic industry but this year there are many good reasons to expect a pick-up in overseas visitors,” Fáilte Ireland’s chief executive, Shaun Quinn said.

“This is essential as historically our tourism sector has had an over-reliance on the home holiday market, which is no longer in a position to guarantee increased revenues. The real action is overseas and that means capitalising on further growth from the US, maintaining our allure in Europe and finally fixing what needs to be mended in the British market,” he added.

Fiona Monaghan, head of operations for Fáilte Ireland in the Shannon region, which includes Clare and Limerick, pointed to initiatives in the last year, which included The Gathering where public meetings were held across the Shannon region and Gathering Steering Groups set up in individual counties. There are now 262 local Gatherings planned in the Shannon region.

Anticipating developments over the next 12 months, Ms Monaghan stressed that ensuring the success of The Gathering Ireland 2013 would be Fáilte Ireland’s top priority. She also emphasised that Fáilte Ireland would be working with Tourism Ireland and tourism industry leaders to revamp and reinvigorate Ireland’s sales pitch to the UK market.

Ms Monaghan added that the national tourism development agency would be exploiting its current portfolio of festivals and attractions in the region to package them into interactive and exciting tourism experiences as well as sourcing and investing in those festivals and attractions which have the greatest potential for Irish tourism.

She predicted that The Wild Atlantic Way will be a key tourism project in this region in 2013 and that Fáilte Ireland will continue to be a key partner in the Lough Derg Destination Group and have committed to updating the Lough Derg Product Development Study by the end of March to identify and prioritise future product development projects.

“Looking back to the darkest days of 2009 and 2010, it is clear as we begin 2013 that we are entering a new phase of our recovery. Moving from mere survival, tourism businesses are now consolidating and looking everywhere they can for growth opportunities. The Shannon region has great appeal, an innovative tourism industry and plenty to offer the overseas visitor. I believe, with the promise of The Gathering to come, this could be a pivotal year for local tourism,” Shaun Quinn forecast.