Notwithstanding strong performance in recent years, the tourism sector in Ireland faces a number of issues and challenges. Chief amongst these are:
The UK vote to leave the EU is a challenge for tourism in Ireland. The consequent depreciation in sterling has had a negative impact on the number of British visitors (down 6.7% in the year to September 2017). It will be important that Brexit negotiations, particularly in areas such as aviation, borders, the Common Travel Area with the UK, and joint visa arrangements, do not result in outcomes that are detrimental to the tourism sector in Ireland.
Access is critically important for Irish tourism given the country’s island status. Anything which reduces access, particularly air access, will lead to reduced numbers of overseas visitors.
Accommodation capacity, primarily in the main tourist centres at peak periods, has emerged as an issue with the strong sector performance of recent years. In particular, capacity in Dublin has been flagged as an issue. Evidence suggests that a number of hotel projects in the pipeline will help address this issue.
Many of the main visitor attractions suffer from capacity issues at peak periods. In 2016 Fáilte Ireland published a Tourism Investment Strategy 2016-2022, laying out funding streams and delivery mechanisms for a capital allocation of EUR 125.7 million to tourism product development.
A 2015 policy statement, People, Place and Policy – Growing Tourism to 2025, sets out the Government’s commitment to:
Place tourism as a key element of economic strategy, reflecting the highest standards of environmental and economic sustainability, and continuing to recognise and encourage its role in promoting peace and political co-operation on the island of Ireland.
Recognise the significance of Ireland’s people and place as assets in attracting an even greater number of overseas visitors in the future.
Ensure that Ireland is successfully promoted overseas, and that a balance of visitors from both mature and developing markets is achieved, visitors’ expectations are met, heritage assets are protected, and public investment in tourism is based on evidence of need.
Ensure that Ireland’s tourism industry has the capacity and capability to meet the changing needs of visitors.
In 2016, the newly-formed Government affirmed its commitment to work towards achieving the ambitious tourism policy goals set for 2025.
The Tourism Action Plan 2016-2018 sets out 23 specific actions required to help achieve these objectives, addressing a number of key issues including:
Training and skills in the tourism and hospitality sectors,
Visitor accommodation,
Overseas tourism marketing,
The visitor experience,
The contribution of sport to tourism,
Technology in tourism,
Planning for future growth.
The Plan allocates responsibility for each action to the Department, the tourism agencies and other stakeholders as appropriate. A Tourism Leadership Group meets approximately every six months to monitor progress. A new Action Plan for the period 2018-2020 will be drawn up in early 2018.
A key initiative in the last three years has been the establishment of geographic/thematic experience brands for the Wild Atlantic Way, Ireland’s Ancient East, and Dublin, which have been the focus of marketing and product development initiatives (Box 1.12). This distinctive “story-based” approach ensures that Ireland’s culture, history and heritage is brought to life by the stories found at its tourism offerings. These regional branding experiences have proved very successful and contributed to increased visitor numbers to the regions covered. They continue to gain traction internationally and are central to Ireland’s overseas marketing effort.
