The Government specifically identified two major weaknesses which could be addressed in the context of the current operational programme in order to capitalise on the benefits of a vibrant and expanding tourism sector.
First, the Irish tourism product in terms of range, standards and facilities is still deficient compared to competitors. In short, there is a need for more leisure options to attract international visitors. A strong focus on weather-independent tourism facilities is required. Second, the tourism industry remains highly seasonal, necessitating the development of tourism products suitable for year-round business.
The operational programme aimed to address these weaknesses by putting in place substantial investment, the strategic emphasis of which has been targeted at developing a new and improved product base, including weather-independent facilities, and expanded and more focused marketing and training.
The Operational Programme for Tourism 1994-99 is building on the partnership between the public and private sectors initiated under the last operational programme. The strategy pursued under this programme will assist the further development of the tourism sector in Ireland by concentrating on a large expansion in marketing activities, further product development to meet specific market deficiencies, major improvements in the conference, angling and cultural tourism products, and an expansion in the range and scale of training to cater for anticipated employment growth.
In the assessment and selection of projects for European Regional Development Fund support, the product development management boards are mindful of gaps in Ireland's tourism product portfolio which need to be filled as previously outlined. In addition, the present operational programme for tourism will undergo a thorough evaluation by independent consultants later this year as part of the mid-term review of the Community Support Framework.