Britain is Ireland's most important market for tourism, representing 3.5 million visitors and approximately £900 million in revenue earnings in 2000. Based on latest CSO statistics, Bord Fáilte estimates that overall visitor numbers from Britain increased by 5% last year, with revenue earnings increasing by 13%.
However, notwithstanding the above figures, there is evidence of emerging weakness in recent years in the British holiday market which is causing concern to both the industry and Bord Fáilte. It was for that reason that Bord Fáilte commissioned a major external consultancy review last year of the British market for holidays in Ireland. The review highlighted a number of issues within the market and put forward a series of recommendations to address the emerging challenges.