Fáilte Ireland board meets in Killarney

Chairman Assures Local Tourism Interests of Support during Challenging Times Ahead
 
Mr Redmond O’Donoghue, Chairman of Fáilte Ireland, the national tourism development authority, recently emphasised that the South West of Ireland is still an attractive destination for tourists but that challenges lie ahead.  Mr O’Donoghue was addressing a gathering of local tourism interests and businesses before the Authority’s March Meeting which is being held in the offices of the Department of Arts, Sport and Tourism in Killarney. 
Mr O’Donoghue added –
“This part of the world is synonymous with tourism. Our country relies on tourism as a major source of funding to the exchequer and the people of Kerry understand what it takes to provide such tourism revenues and how to deal with the challenges we face today.”
 
Mr O’Donoghue stressed that this year’s tourism season is going to be tougher than ever before but that over seven million people will still visit Ireland in 2009 and there should be four million home holiday visits over the next ten months. These volumes of visitors will provide a lot of business by any standard and the industry should ensure that it is well placed to take the opportunities that are out there.
 
Mr O’Donoghue continued –
“Our tourism product is good. In fact the quality of the sector has improved amazingly – accommodation quality is higher, there are more things to do and see than ever before and we have managed to maintain and build on our natural assets and resources. Our visitors also continue to express very high levels of satisfaction with their Irish holiday.”
 
Recent Fáilte Ireland research shows that 93% of visitors said that their holiday exceeded or matched expectations and 98% said that they would recommend a holiday in Ireland to family and friends. Mr O’Donoghue said that this endorsement of our tourism product, coupled with the willingness of visitors to provide Ireland with invaluable word of mouth recommendations, tempered his concerns about the future of the industry.
 
Mr O’Donoghue pointed out that today’s meeting in Killarney allowed him and the members of the Board the very valuable opportunity to meet with representatives of the tourism industry in the South West. He stressed that Fáilte Ireland is eager to hear the industry’s concerns and to discuss plans for continued support and development of the local tourism industry in the year ahead.
 
A major focus for Fáilte Ireland in 2009 is the continued expansion of the home market with an aggressive marketing campaign to encourage more Irish people to take a break at home. In excess of €3 million will be invested, with additional support from the industry, for a year round marketing campaign across TV, radio, press and outdoor channels.   
 
Mr O’Donoghue stressed that the South West would feature strongly in this campaign –
 
“Fáilte Ireland South West will develop and manage a local €600,000 Discover Ireland campaign for the region, selling the area as a prime attraction for a home holiday.    We will also develop a series of overseas marketing campaigns worth €1.2m to our target markets in the UK, Europe and the United States working with our colleagues in Tourism Ireland.”
 
As a national tourism development authority, Fáilte Ireland plays a critically important strategic role in all aspects of tourism development.  The Chairman stressed that recent developments in the South West show the positive impact that the services and supports provided to the industry can have on the development of tourism.
 
He pointed to, for example, the continued support for local festivals and events, stressing they are a proven critical attraction within the home holidays offering and a key driver of local tourism.
Local festivals supported by Fáilte Ireland include the Caherciveen Celtic Music Festival, Féile na Bealtaine and the World Bodhran Championships. Further initiatives in the region include the development of a Family Fun Programme in North Kerry along with the further promotion of adventure tourism holidays across the county.
 
Working together in the current economic climate will be critical for tourism and hospitality businesses to help them meet the challenges of 2009. Fáilte Ireland recently launched the Tourism Learning Networks Programme for the South West and over 90 businesses are already on board for the 2009 programme, with 40 of these having a specific focus on adventure and food in the South West.
 
Addressing members of the local industry, Mr O’Donoghue acknowledged the difficulties they are currently facing, particularly as the South West usually depends on overseas visitors during the summer season. Pointing to the challenges of the current season, Mr O’Donoghue stressed the need to maintain quality and the vital ingredients which make up the unique Irish tourism product. He emphasised Fáilte Ireland’s support for local businesses in having to do so, saying -
 
“There are a lot of ‘ingredients’ that go into making an appealing holiday destination – the accommodation, local activities, heritage attractions, transport, local cuisine and so on. It is important that as many as possible of these are present for a particular location to attract and retain visitors. More importantly, in the face of other competing overseas destinations and the economic challenges we face, we need to ensure that the visitor experience is better than ever. To ensure this happens, we will need to meet higher visitor expectations with regard to variety, quality, authenticity and value for money. Fáilte Ireland will assist you in meeting these expectations.”
 
Mr O’Donoghue said that Fáilte Ireland is working directly with tourism businesses providing direct supports and advice for many small and medium enterprises in the South West region. He continued -      
 
“Fáilte Ireland is receiving increasing numbers of requests every day for support and advice in relation to business supports and advice.  This reflects the changing challenges facing tourism and Fáilte Ireland will not be found wanting in responding to these requests as well.” 
 
Mr O’Donoghue concluded by paying tribute to the Chairman of the South West Regional Tourism Development Board, Tim Dalton, and the Board Members.  He also thanked the local Fáilte Ireland General Manager, Ms Fiona Buckley, and her team for all their work. 
 

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.

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