... part 2

Similarly, we think of tourism in many terms but rarely in performance terms. Gillian Bowler, Chairman of Fáilte Ireland (the Tourist Board) recently suggested that “Tourism has tended to focus disproportionately on promotions as a cure-all. Of course, these are important – but marketing is only half the story. We must ensure that the service and experience on offer meets and exceeds customer expectations. Are we sure we are offering them a product which they wish to buy – not just a place to sleep, rather an experience they will be rushing to repeat. We need to pay more attention to how we organise our businesses for efficiency and value”.

At about €18 value added per hour worked, productivity in tourism is lagging that achieved in other service sectors in Ireland, albeit in line with EU and US averages. Tourism employs 248,000 people in Ireland and the sector earns over €5.3 billion annually, accounting for 3.7 per cent of GNP.