The document discusses the significant downturn in Ireland's tourism sector, highlighting a 2 million decline in overseas visitors and a €1.7 billion drop in foreign earnings. It outlines potential growth scenarios for the tourism industry from 2010 to 2015, including the possibility of new jobs and increased overall tourism earnings. A proposed 10-point plan aims to improve Ireland's image, enhance marketing strategies, and focus on key markets to facilitate recovery.

2. C. Noel Sweeney TTC – Tourism & Transport Consult

3. TOURISM IN CRISIS Unprecedented downturn in demand Business closures & 000s jobs lost 2m fewer overseas visitors 2010 vs. ‘07 € 1.7 billion fall in foreign earnings Collapse of British market Ireland losing market share Domestic market beginning to contract ...................ACTION NEEDED NOW

4. Recession dampened demand for travel Downturn in Ireland steeper and longer than other destinations Competitiveness / value for money an issue Upturn in 2010 in other countries, but not in Ireland

5. Future Outlook Global tourism, like the economy, on an upturn, although more sluggish in Europe World tourism to grow by up to 5% p.a. Demand trends Consumer more value conscious Shorter trips / Spending less Late booking / ebookings Ageing demographic Challenging for Ireland’s tourism Right message and communication Competitiveness Investment Access

6. Low growth scenario Mid growth scenario High growth scenario Bounce in 2011/12 (min.10% ) Av. annual growth (min. 6%) Constant length of stay Av. daily expenditure +2% p.a. ‘ Bounce’ in 2011/12 (5% to 10%) Av. annual growth (min 5%) Marginal decrease in length of stay Av. daily expenditure +2% p.a. Marginal annual growth (<4%p.a.) Shortening length of stay No change in average daily spend

7. New jobs created by 2015 under 3 growth scenarios  = 1,000 jobs € 4.6b € 5.7b € 4.9b € 6.2b Overall tourism earnings (Overseas tourism revenue in Ireland, excl. carrier receipts ) Opportunity to grow to €6 billion Exchequer take €1.7billion 14,000 to 21,000 new jobs created Low  Mid    High     

8. Overseas visitor bednight scenario projections 2015 scenarios: Increase over 2010: High 59.8 million +35% Mid 53.8 million +22% Low 47.4 million +7%  Overseas visitors (000s) growth scenarios 2010-2015 +18% +36% +45% Mid to High Holiday Visitors +42% to +53% GB : +55% to 64% USA: +36% to 52% Germany: +44% to 50% France: + 34% to 39% All other: + 28% to 44%

9. 10 Point Plan A new marketing approach Repair Ireland’s damaged image abroad Re-launch Ireland as a tourist destination Promote quality & value Focus on top 4 producing markets Get the marketing right Sell to our strengths Making it happen Industry-led Recovery Task Force Re-engineer tourism agencies Launch business loan scheme High level group to tackle hotel issue

10. Scenario setting Turnaround strategy Industry-led Recovery Task Force ‘ Stretch’ targets Overseas holiday visitor focus 4 top producing markets British recovery & winning bigger share ex USA, Germany & France Static domestic demand Image recovery Re-launch brand Smarter marketing Quality/value focus Organisation reform Credit access & cost base reductions

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