Irish food to serve up quality, value and a unique sense of place

Minister for Tourism, Culture and Sport, Mary Hanafin T.D., launches Fáilte Ireland's new national 'Food in Tourism' framework.

“Everyone eats when they are on holiday so food is now firmly established as an important aspect of travel - we must cater for everyone.”

Fáilte Ireland, the national tourism authority, today announced details of a new national ‘Food in Tourism’ framework aiming to capitalise on the growing trend of consumers seeking a food experience as an integral part of their holiday as well as ensuring that all visitors can get an authentic taste of the real variety of Irish ingredients on offer.  This newly designed approach has been developed by an industry led working group chaired by broadcaster, Derek Davis. 

The strategy sets out a clear vision for Ireland to be recognised by both domestic and international visitors for the accessibility, quality and value of our food experiences creating a unique sense of Irish culture and hospitality.

Food is a central part of any visitor’s stay in Ireland.  Current research shows that approximately €2 out of every €5 spent by tourists in Ireland is spent on buying food and drink.  In 2009, close to €2 billion was spent by visitors on food and drink with overseas visitors accounting for 60% of this figure.  It follows that, any improvement to the food experience will significantly improve the overall visitor experience.

Welcoming the new framework, Mary Hanafin, Minister for Tourism, Culture and Sport stressed –
“Food plays a significant role in this industry and delivers varied dining experiences to our visitors and also creates valuable employment throughout the country. Eating out is an integral part of the tourism experience.  The strength of our basic ingredients is a strong selling point and is recognised worldwide as excellent in terms of both quality and authenticity.
 
In these challenging times, continuing to create demand for our tourism product is vital and improving the overall holiday experience for our visitors is inextricably linked to this.  I am delighted that Fáilte Ireland, through this industry working group, is dedicated to ensuring that the experience of eating out in Ireland, whether in the local pub, cafe or guesthouse, will be one of value for money and quality.”

Also speaking at the launch, Mr Davis was keen to stress the focus of the new approach –

“Our objective is simple – in order for more tourists to visit our country which in turn supports more jobs and injects more money into the economy – we need to improve what is on offer at the mid to lower end of the food spectrum. 

Everyone eats when they are on holiday so food is now firmly established as an important aspect of travel – however our focus is not just on those looking for a gourmet delight but on the food experience of every tourist that enters Ireland – we must cater for everyone.“

The framework has been developed by an industry led working group which includes well-known chefs such as Catherine Fulvio and Darina Allen. 

Through the framework, Fáilte Ireland will be working with restaurateurs to help showcase their dishes more effectively through increased support services such as a new menu writing course, skills development programmes as well as business driven supports such as managing cash flow. 

Sourcing local produce is also a key focus of the framework with the aim of generating more revenue for local areas.  A new initiative “Place on a Plate” will be rolled out in 2011 with food providers encouraged to source local ingredients and highlight these to the visitors. 

Finally, with price still an issue amongst our visitors, there will be increased activity to ensure the quality and value message is also firmly communicated as part of a wider marketing effort. 
 
Helen McDaid, Food and Hospitality Innovation Manager at Fáilte Ireland, said -
“Food tourism is a growing market, both at home and internationally, and one in which Ireland is well placed to capitalise on.  The current levels of activity relating to food, and the interest around local and traditional food, shows that there is much to be proud of.  We only need to look at the recent growth in farmers markets to appreciate a growing amount of such interest.  
 
There is certainly significant development potential in this area, and through this new approach we hope to fully exploit the economic potential as well as sustaining employment in the sector while providing the visitor with a quality experience.”

To view a full copy of the National Food in Tourism Framework click here 

ENDS
 

For further information please contact:

Alex Connolly
Head of Communications – 086 7966320/01 8847884

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 190,000 people and generates more than €6 billion in revenue a year. 

Food in Tourism Working Group

Industry Working Group Members

Chairperson - Derek Davis

Organisation -  
Represented by -

Fáilte Ireland 
John Mulcahy
Tony Lenehan
Helen McDaid

Tourism Ireland 
Siobhan McManamy

Bord Bia 
Una Fitzgibbon

Restaurant Association of Ireland 
Adrian Cummins

Irish Hotels Federation 
Adriaan Bartels

Licensed Vintners Association 
Donall O’Keeffe

Sector Entrepreneurs 
Darina Allen
Eunice Power

Good Food Ireland 
Margaret Jeffares

Cookery Schools 
Catherine Fulvio

EuroToque Ireland 
Ruth Hegarty

Panel of Chefs 
Myles Moody

TASTE Council 
Evan Doyle

Love Irish Food 
Raymond Coyle

Dept of Tourism, Culture & Sport 
Bernard O’Shea

Bord Iascaigh Mhara 
Geraldine Lane

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