Failte Ireland, has recommended a €540m investment over the next seven years to improve Ireland's tourism experience - with more activity based holidays, cultural offerings, better access to sites and a re-vamp of existing attractions.
Late last month the Government announced in the National Development Plan that it had allocated €800m to tourism. In the NDP Failite Ireland was allocated €300m, and today's €540 seven year strategy will also get funding from other departments.
Launching Failte Ireland's strategy plan for 2007 today the Minister for Arts, Sports and Tourism, John O'Donoghue, said the €800m announced in the NDP, combined with important tax concessions in the Finance Bill, means the environment is very positive for future investment.
Failte Ireland Chairman, Gillian Bowler, said the accommodation sector has surged forward in capacity, and the focus needs to shift to improving occupancy rates now.
She said Ireland needs a shift in mindset from 'places to stay' to 'things to do' - because that's what tourists are looking for, and private companies must be facilitated and supported in taking entrepreneurial risks.
She said Failte Ireland has identified target markets that included 66 million people mainly in the 'grey market' and predominantly sightseers and culture seekers.
'We need to ensure we continually improve and enhance the experience of the 10 million visitors we are targeting by 2010', she said.
Key recommendations from the national tourism development authority include €133m funding through local authorities to develop access to environmentally sensitive areas, signposting, water based facilities and walking and cycling leisure routes.
It advises €70m to develop the 20 top visitor attractions, and also to create two or three new ones. It wants €156m to support human resources, and €28m to support private sector investment in adventure activities.
Failte Ireland is recommending €102.5m for marketing, with a focus on the internet and it would like €28m allocated for marketing two or three major new festivals or events.
Failte Ireland CEO Shaun Quinn says the strategy includes the first tourism audit which showed many areas are lacking 'must see' attractions.
Overall the satisfaction rating was 67% - with categories such as historic houses, food and urban culture ranking higher than the overall rating.
Festivals score well while museums rated lowest in the arts and events category.
The audit showed there are market opportunities in soft adventure and activities which rated 61%, while heritage rated just 56% - often due to poor access
Mr Quinn says the audit shows a range of attractions are being overshadowed compared to mainstream ones. He said public an private projects are of equal importance in moving Irish tourism up to the next tier.
