More can be done to realise potential of tourism in the west

THE Irish Tourist Industry Confederation (ITIC) is calling on the government to deliver a tourism-specific capital investment for the west of Ireland of €125 million over the next five years and an increased commitment to and deepening of the Wild Atlantic Way brand proposition.

In a report just launched on the importance and potential of tourism along the western seaboard - Tourism in the West: An Engine for Growth & Jobs - ITIC argues that increased government investment is needed to underpin recent progress and to allow tourism to realise its full potential. 

The tourism body is also advocating an industry-led alliance to improve co-ordination and collaboration of tourism development along the western seaboard.

The report highlights that tourism is annually worth €2.6 billion to western coastal counties, providing 100,000 jobs. It is the largest industry employer in the west and an estimated 12.7m bed nights were spent by overseas visitors to the west of Ireland in 2014, with Europe being the chief source market.

Encouragingly, last year expenditure by overseas visitors increased by 21% and nearly half of all overseas tourist expenditure within Ireland was spent in the west.

ITIC’s research identified significant potential for future growth in the west - but only if the right policies and actions are pursued. The west’s infrastructural deficit - in terms of roads, broadband and utilities - due to underinvestment over many years needs to be addressed and a strong tourism focus needs to be applied to ensure the the region becomes Ireland’s premier tourism destination.

ITIC chairman Paul Gallagher said: “The diverse landscape, culture and heritage - coupled with its people and tradition of hospitality - uniquely positions the west as the quintessential Ireland destination.

“Although volume of business and market share has increased in recent times, there is still much that needs to be addressed to help tourism realise its full potential for the west of Ireland. The tourism industry in the west is competitively disadvantaged in terms of transport, communication and utilities.”

ITIC chief executive Eoghan O’Mara Walsh pointed out that Ireland is currently benefiting from unusual circumstances created by a weak euro against the dollar and sterling, as well as a significant drop in oil prices. However, these benign trading circumstances cannot be relied on to continue indefinitely and the case for increased marketing and capital investment in tourism is compelling.

He added: “Tourism, along with the agri-food sector, is the largest industry in the western seaboard and employs over 100,000 people. It cannot be taken for granted and the future is positive, but only if the government and agencies work closely with the tourism industry and national policy aspirations are underpinned by adequate investment in product and overseas marketing.”

A previous report in 2011 by ITIC entitled New Directions for Tourism in the West included a recommendation to create a branded and well interpreted ‘Atlantic Coast Drive’. Fáilte Ireland and the local authorities have since successfully developed this concept into the Wild Atlantic Way. ITIC’s latest report, Tourism in the West: A Engine for Growth & Jobs, can be viewed on www.itic.ie.