Jim O'Keeffe
Ceist:45 Mr. J. O'Keeffe asked the Minister for Tourism, Sport and Recreation the way in which Ireland rates in international terms as a tourist destination; and the steps, if any, taken to improve our status in this regard. [25611/98]
Other Questions. - Tourism Industry.
Ireland is rated highly as a tourist destination by overseas visitors. A survey of non-Irish holidaymakers to Ireland conducted by Bord Fáilte in 1997 found that Ireland rated highly in terms of the quality of the scenery, the friendliness and hospitality of the people, the relaxed pace of life and the natural, unspoilt environment. These results are underlined by the fact that tourism growth between 1990 and 1997 was substantially higher than the average achieved by world tourism, especially European tourism. In that period, Ireland returned annual average growth rates of 7 per cent per annum for overseas visitor arrivals and 10 per cent for visitor receipts, compared with annual average increases of 4 per cent and 7 per cent respectively for world tourism arrivals and receipts and 4 per cent and 6 per cent for European.
The potential for continued tourism growth remains strong provided a balance is maintained between the key drivers of quality, quantity and price. Assuming investment in tourism is correctly targeted, Bord Fáilte predicts average growth of 6 per cent per annum for tourist numbers and 9 per cent for revenue can be achieved between now and 2003.
Maintaining our positive image as an international tourist destination also requires that we protect and enhance those attributes for which we are highly rated and that we act to improve on certain areas where Ireland's image is not secure. Preserving the quality of our natural environment is fundamental to Ireland's appeal, while improvements in product quality, continuing investment in road and signposting and a commitment to ensuring good value for money are also critical. Improvements in the area of customer service will play an essential part in maintaining our reputation for hospitality.
We are perhaps too inward looking in the development of tourism policies. Is there an international league table of countries heavily dependent on tourism? Are there any criteria for being in the premier league? How do we rate in international terms? Is there anything we can learn from studying the policies of other countries which have been successful in developing their tourism industries?
The WTTC rates us at the top of the European league. Our figures for visitor numbers and growth are higher than any other European country. The WTTC reckons that the only country with which we will compete in future is China. Our figures are comparable to China's.
Regarding our positive attributes, figures show that 63 per cent of those questioned said their holidays here matched their expectations and 31 per cent said they exceeded them. They said our main attribute is our people who they described as friendly, humorous and kind, next is our scenery, next the quality of our history and culture and then our relaxed pace of life. They said the negative aspects of holidaying here are that it is expensive to do so, that there is poor road signage and we have bad weather.
The Minister cannot be blamed for that.
Written Answers follow Adjournment Debate.