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    Cork Tourism Businesses Learn Direct Supports and Interventions to Combat Brexit

    Cork Tourism Businesses Learn Direct Supports and Interventions to Combat Brexit
    Hal McElroy, Martina Bromley, Michael Lennon and Niall McCarthy at the Brexit briefing in Cork

    Fáilte Ireland, the National Tourism Development Authority, today launched their ‘Get Brexit Ready’ programme at their regional industry briefing with Cork tourism businesses in the Rochestown Park Hotel, Cork. The tourism authority provided local tourism industry members with details about its ‘Get Brexit Ready’ programme, a suite of industry supports designed to help businesses at risk or already struggling with the loss of trade created by Brexit. 

    Cork Tourism operators in attendance heard how the programme allows individual businesses to self-assess their exposures and risks and provide a range of interventions to match their needs.

    Speaking today, Fáilte Ireland’s Head of Enterprise Development, Martina Bromley, said: 

    “Brexit highlights the extent to which tourism is at the mercy of external factors beyond our control. However, we can meet our current challenges by working on those things which remain within our control - our visitor experiences, competitiveness, capacity and skills. To ensure this, we are delivering this programme to support tourism businesses, in Cork and beyond. We have taken care to design these supports in an innovative and accessible manner – allowing tourism businesses to continue to battle for British business while also diversifying into other markets with great potential.”

    The ‘Get Brexit Ready’ programme has a dedicated ‘Get Brexit Ready’ web presence which is the Fáilte Ireland one-stop shop for all the relevant information and insights that businesses will need – from development supports and training programmes to insights and market intelligence. The web portal also includes ‘Brexit-check’ - an online tool whereby an individual business can input their own data to determine how Brexit ready they are - as well as links to a series of market insights, tips and research to help tourism operators to recalibrate their businesses appropriately to navigate through Brexit related uncertainty in Britain  and other markets.

    Fáilte Ireland is rolling out the initial phase of the programme in an initial €1m package of interventions for up to 1,000 businesses in Q4 this year - with further supports and budget to be earmarked for 2018. 

    Underpinning the relevance of the programme, by the end of this year, Fáilte Ireland estimates that Brexit will have meant 300,000 less British trips here which, taken in isolation, would represent €88m in revenue and an estimated 1,900 tourism jobs lost had the fall in British numbers not been compensated by a strong performance in other markets.

    Follow us on Twitter @Fáilte_Ireland

    For further information please contact:
    Alex Connolly – Head of Communications 086 7966320/01 8847884

    Note for Editor

    Fáilte Ireland
    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 220,000 people and generates an estimated €5.7 billion in revenue a year.

    Get Brexit Ready

    The ‘Get Brexit Ready’ is based on four key pillars, positioning tourism businesses to be:

    • Brexit ready – working with businesses to assess their exposure to market uncertainty and their current competitiveness (including the Brexit Readiness Check as well as revenue and sales channel management); 

    • Battling for Britain – assisting businesses to target best prospects in the UK and identify new opportunities there (including tactical pricing initiatives and bundled offerings, the identification of best prospects and aligning with Tourism Ireland’s marketing and promotions in the British market);

    • Spreading the risk – working with businesses which are over-exposed to the British market to diversify their trade and win business in Europe, North America and new and growing markets like China; 

    • Fighting fit – providing the training and skills supports for tourism professionals to succeed in a Brexit environment (including a dedicated international sales development programme, a series of Brexit focussed executive management programmes, training for service excellence and the ongoing sharing of the necessary research, trends and insights to inform business plans). 

    Further details of the ‘Get Brexit Ready’ Programme can be accessed HERE. To see some examples of how Fáilte Ireland’s programme can help, please click HERE. 

    Beyond business supports, there are also a number of additional operational programmes where Fáilte Ireland is also working with businesses and travel trade to maintain a growth-friendly environment to allow the tourism industry weather an uncertain Brexit environment. 

    In particular these include:

    • Cross Border Itinerary Competition - Fáilte Ireland launched a competition, in partnership with Tourism Northern Ireland, enticing domestic tour operators to develop new itineraries along the border counties in both the Rep. of Ireland and in Northern Ireland which led to seven new itineraries across the Northern stretch of the island being developed;

    • Wild Atlantic Way Golf Campaign in Britain - Fáilte Ireland are working with 22 industry partners in the Northern counties of the Wild Atlantic Way in an effort to target growth in GB golf visitors via the air services into Ireland West Airport Knock;

    • Luxury Markets - Fáilte Ireland is currently conducting research to develop a ‘luxury strategy’ to target growth in numbers from this lucrative sector composed of high net worth visitors who are looking for a personalised top level trip (valued at €172bn globally);

    • Adventure/Activities - Fáilte Ireland is also conducting global research to identify the opportunities for Ireland in the outdoor activities and adventure space (a market valued at €260bn worldwide);

    • ‘China Welcome’ readiness Programme – as China is the world’s largest outbound travel market and one of the fastest growing (over 100 million Chinese travelled overseas in 2014 with 200m expected to do so by 2020), Fáilte Ireland has launched this programme, in partnership with Tourism Ireland and Tourism Northern Ireland, to position tourism businesses to be attractive to the Chinese traveller, learning to successfully adapt their products and services to them and communicating their ability to do so to selected Chinese tour operators and self-organized travellers;

    • Golf Retention and growth – in order to retain our golf tourism market share (worth approximately €100m annually to our economy) from the Britain and North American markets, Fáilte Ireland will deliver a number of marketing platforms - in partnership with key golf tour operators and Tourism Ireland - as well as deliver new vehicles for promoting greater awareness of the Irish golf product in Asia. 
    Finally, some of Failte Ireland’s marketing activity will be specifically targeted to maintain Northern Irish visitor numbers.  Through national media buys across TV and Radio, Northern Irish visitors will be targeted to travel to the republic, particularly key border counties, in the off-season.

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