I dtosach, is mian liom fáilte a chur roimh an toscaireacht agus tréaslú leo. I ndáiríre, tá sár-jab á dhéanamh ag Fáilte Ireland, fiú mar a bhí déanta ag Bord Fáilte le blianta fada anuas. In particular, I wish to compliment the chief executive officer on his no-frills presentation, which is exactly what is desired by a committee such as this, as it enables members to get to the kernel of the items they wish to discuss. On the one hand, he showed clearly the success of the industry, which is phenomenal by any standards. I congratulate the industry, the success of which has continued through the years. On the other hand, he has put down a marker that, as the last few weeks have shown everyone, we live in completely different times financially. This is the case globally, as well as in Ireland, and this will have an impact on tourism. There will be less movement of people and those people who will travel will go to where the best bargains are to be found.
Approximately 20 years ago, a major survey was conducted on tourism that identified six highlights for visitors to Ireland. If my recollection is correct, the survey cost nearly £200,000 to carry out. It identified six areas, the first being national monuments, which were at the very top. Irish traditional music and high-class evening entertainment in any form came second and third, respectively, and were followed by genealogy and other areas. In the meantime, however, the industry experienced a metamorphosis. A decision was made somewhere to go after a different profile of tourist. To some extent, there was a focus on young people who had money and who sought city, or urban life. Perhaps that also was presented as part of the tourism industry's marketing package.
I visited the New York offices of Tourism Ireland last March and had a chat there with Mr. Joe Byrne, as I often did when he was based in Ireland. One often gets a different feel for people's focus or requirements when outside the country than might be the case at home. If I picked him up correctly, his point was that we were reverting to basics to an extent by revisiting that which made us distinctive, exclusive and authentic. Intentionally or otherwise, Mr. Quinn conveyed to some extent this feeling concerning our culture and other aspects that have an international attraction. If this is the case, I am glad from a commercial point of view. We have products that are exclusive to ourselves, namely, our culture, scenery, people and friendship. They are precisely what is required in a competitive market. Even if we are priced higher than some other destinations, discerning tourists will be prepared to spend that bit more to get here.
I will beat my own drum, just as others will do, although they might not mention what their drums are. I am connected with Comhaltas Ceoltóirí Éireann. Some 250,000 people attended Fleadh Cheoil na hÉireann in Tullamore this year, a large number of whom identifiably came from outside the State. It generated close to €30 million for the area, but the provinces host 45 other fleadh cheoil every year. Considering Senator Kelly's remarks on festivals, could they be grouped under a parent body to ensure that they develop as a network?
The application process is difficult and convoluted and it is almost impossible to live up to some of the conditions attached to the marketing aspect of a grant. I do not blame our guests — they must monitor public money — but people with a good community festival in a small area often do not benefit because the process is so difficult. Will our guests consider this matter? There should be no drop-off in the support given to community festivals.
In terms of a spatial spread, it is agreed that rural Ireland has a problem because of short-term visits. Continentals use London as a gateway to Dublin for weekends, but we in the country are suffering. The tourism industry has been eroded because of a different type of short-visit tourist. Community festivals in small areas should be helped because they do not have marketing managers, director generals and so on. They will have something that is warm and special. For example, 100 people from outside the State could be on trips around the country to find festival after festival and may spend two weeks here. I recommend that our guests revisit the issue.
I have raised the matter of bed and breakfasts at least four times, even when the situation was not seen as challenging. At our last meeting on tourism, I predicted that it would not be long before 50% of bed and breakfasts go out of business. My area is heading in that direction. If such a sad event occurs, it will pose a considerable problem. One generation is prepared to run bed and breakfasts because they enjoy it. I know many of them. They like meeting visitors. A younger generation will not take the business up at a later stage. If it is eroded, we will not be able to re-institute it. Will our guests consider making the playing pitch fair for everyone?
When hotels are under pressure, they lower their prices. In and of itself, this is good. One need only read newspapers every day to see the bargains. However, the lower they set their prices, the closer they get to bed and breakfast prices. Hotels have liquor licences, but bed and breakfasts do not. We should have a radical approach to developing some form of drinks licence for bed and breakfasts. It would be easily monitored and controlled, as 100 people would not enter a bed and breakfast to abuse it. A restaurant can have a wine licence for €250 per year with little or no bureaucracy, but I am going beyond this. We should find a way to allow bed and breakfasts such a licence to cater for their five, six or seven guests. I ask that our guests consider making this suggestion.
It is important to distinguish Tourism Ireland's role, as Mr. Quinn is correct in that there is a distinction. In terms of the North, we know the political sensitivities attached to establishing Tourism Ireland. Until that time, visitors to Ireland came to two islands, the North and the South. We do not want to return to that. We should not rattle the Unionist tradition's cage. Tourism Ireland works smoothly, conveys a significant political message and removes much of the confusion surrounding marketing.
The hospitality industry is being serviced by non-nationals predominantly, which changes the industry's character. Would it be possible to set up a training course for non-nationals to induct them into some of the characteristics expected by tourists? Non-nationals are exceptionally good and have adapted well in the short term. Attitudes have changed and they are almost using Irish humour. However, a training course would be helpful, but the situation will continue for a long time.
Regarding traditional entertainment, it is vital that there be a good body of entertainers when and where they are wanted. If we advertise this type of Ireland and people do not find it when they arrive, it will be like Daniel Corkery's The Hidden Ireland. I might make a quiet suggestion to our guests after the meeting. FÁS and Fáilte Ireland could run training modules to ensure a ready group of people with stage experience. I do not want to take away from pub music, but discerning tourists want authentic music rather than background noise. They want to be able to appreciate it. We should respond quickly because the market is large.
I compliment and congratulate our guests on what they have done. They are well positioned to bear up under whatever challenges present during the coming years.