The Irish Tourist Industry Confederation has recommended a broad range of measures to protect Irish tourism's competitiveness which is under serious threat at a critical point in its development.
In a report published today, entitled "Ireland's Competitive Position in Tourism", the ITIC recommends major inputs in product innovation, sustained Government commitment to tourism and greater local authority commitment to the industry.
ITIC has also called for greater leadership by industry bodies in enhancing competitiveness, greater involvement in enhancing the environment and much greater emphasis on the natural and built heritage.
The report emphasises that while price is a very important component in the competitiveness arena, it is only one of the many aspects that determine competitiveness. Other key components include product quality, staff training, product innovation and marketing.
The report, commissioned with support from Failte Ireland and Tourism Ireland, argues that at least €210m should be allocated to tourism product development under the NDP 2007-2013.
