Cultural assets - economic opportunities
18/11/2008
Fáilte Ireland, the national tourism development authority, focused on the significant role culture plays in tourism at its annual conference held today in Dublin Castle. The conference ‘Cultural Tourism – An Asset, An Opportunity’ considered how well we have used our cultural assets in the past and what opportunities they might present us with in the future.
Speaking at the conference Mr Redmond O’Donoghue, Chairman of Fáilte Ireland, pointed out that cultural tourism is a lucrative business possessing great potential to spread economic gains across all the regions of Ireland.
He explained – “As a society we are fortunate to enjoy a rich legacy of national culture. Since 2003, the number of overseas visitors participating in historical or cultural activities has increased 68% to 3.25 million in 2007. Ireland’s culture and heritage represents a tourism asset that carries with it some great opportunities.”
He continued – “Research shows that cultural tourists are economically attractive, with income levels higher than average for the broader population. We believe that our culture and heritage can drive further growth and development within the tourism industry and can present a truly unique source of comparative advantage.”
Representing between 35% and 40% of all tourism worldwide, cultural tourism is currently growing at a rate of 15% every year – three times the rate of general tourism. Our culture and heritage is a strong driver of tourism traffic to Ireland with 51% of our visitors citing a cultural or historical interest as their reason for choosing Ireland for a holiday.
With cultural tourists spending almost double the amount of a city-break tourist, it is estimated that the cultural tourism sector is worth €2 billion to the Irish economy every year.
Shaun Quinn, Chief Executive of Fáilte Ireland stressed the importance Fáilte Ireland is placing on the development of the culture product. Mr Quinn however warned against complacency, emphasising –
“Every tourism destination likes to believe it is unique. Most spend a considerable amount of money attempting to convince the consumer that such is the case. In our own lifetime however, developments in transport and communications technologies have made the world more homogeneous, and have introduced a sameness into many locations. Standing out from the crowd gets harder all the time.
“Culture and heritage offer many potential benefits to our economy during this turbulent period. However, if we are to tap that potential and keep up with the global competition, we need to innovate and meet the needs of the modern traveller”.
Keynote speaker Professor Richard Prentice from Strathclyde University addressed the concern that is often raised regarding the potential threat to culture posed by commercial tourism. Other topics covered during the conference were the contribution of cultural tourism as an important driver of urban and rural regeneration, the potential of both traditional and contemporary culture and a case study focussed on Salem, Massachusetts and the measures which have been introduced to bring to life the key historical events associated with this town.
ENDS
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Note for editor
Fáilte Ireland, the national tourism development authority, was established in 2003 to guide and promote tourism as a leading indigenous component of the Irish economy.
The tourism and hospitality industry employs an estimated 320,000 people and generates more than €6 billion in revenue a year.
Within the leisure tourism division, Fáilte Ireland has the responsibility for the development and marketing of culture and heritage. This includes areas such as:
- built heritage (visitor attractions, historic sites, gardens etc.);
- natural heritage (ecology, landscape etc.);
- living culture (urban tourism, crafts, literature, performing arts etc);
- traditional culture (Irish music, dance and language)
Speakers at the conference included:
Keynote speaker Professor Richard Prentice from Strathclyde University addressed the concern that is often raised regarding the potential threat to culture posed by commercial tourism. Professor Prentice pointed to a sometimes perceived conflict represented usually as “conservation versus exploitation” of culture. He pointed out that this was misleading as cultural tourists tended also to be the visitors most acutely sensitive to cultures of other nations and were less likely to degrade or damage the places they visited.
Professor Prentice has published extensively on creative and cultural tourism over the past twenty years. He is currently on a research sabbatical from the University of Strathclyde Business School and is engaged in tourism activity in Denmark, Switzerland and the Middle East.
Kate highlighted the measures introduced in Salem, Massachusetts in order to bring to life the key historical events associated with the town. The role of street theatre during the peak tourist season was a central theme of this presentation.
Kate is the Executive Director of Destination Salem, the Office of Tourism & Cultural Affairs in Salem, Massachusetts.
Lia spoke about the contribution of cultural tourism as an important driver of urban and rural regeneration. Her focus was how cultural tourism can serve as a source of comparative advantage in building the economic base of a particular town or region.
Lia Ghilardi is the founder and director of Noema Research and Planning Ltd, a consultancy firm with a wide portfolio in cultural planning and action research projects in both the UK and other European countries. To download Lia Ghilardi's presentation, please click here
Dr Hull focussed on experiential tourism and the ways in which an “authentic experience” can be presented to the visitor drawing on work he has conducted in other countries around the world.
Dr Hull is an Associate Director and Senior Lecturer at the New Zealand Tourism Research Institute based at AUT University, Auckland, New Zealand.
Jane Magnier presented a viewpoint from a coach tour operator perspective offering insights from the overseas consumer. She discussed the expectations visitors have of Ireland and their particular interest in accessing aspects of Irish culture.
Jane is the Joint Managing Director and co-owner of Abbey Tours, Ireland’s leading inbound tourism operator. Jane is also a Director of Dublin Tourism and President of the Incoming Tour Operator’s Association. To download Jane Magnier's presentation, please click here
Sean Benton highlighted the role of the OPW outlining the working relationship between the organisation and the tourism industry.
Sean is Chairman of the Office of Public Works (OPW) which has responsibility for the day-to-day running of over 20 historic properties and 750 National Monuments.
Philip King spoke on the potential of traditional culture as a driver of Irish tourism with particular emphasis on traditional music, traditional games (GAA) and the contribution of the Irish language.
Philip has been closely involved in the arts in Ireland for over 20 years in roles that have included film producer, musician and radio broadcaster. Philip is currently a member of the Arts Council.
Dermot McLaughlin discussed the potential of contemporary culture as a driver of Irish tourism with an emphasis on festivals, the performing arts, concerts etc. He also touched on the role of the principal national cultural institutions (CNCI) in this regard.
Dermot is Chief Executive of Temple Bar Cultural Trust and leads it work in promoting and supporting culture in the Temple Bar district of Dublin City. He is Chairman of Dublin International Dance Festival and a Director of Irish Traditional Music Archive.
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