‘Beer and potatoes’ a barrier for visitors to Ireland
MANY visitors still see Ireland as a land of beer and potatoes, despite its 12 Michelin stars and boasting some of the best ingredients on the planet.
That’s according to a World Food and Travel Association survey, cited in Fáilte Ireland’s new Food and Drink Strategy.
If this “perception gap” can be closed, the five-year strategy argues, food tourism revenue could jump by up to €400m between 2018 and 2023.
“We undoubtedly have the product and expertise, we have natural produce, fresh ingredients, and great fish and meat,” said Paul Keeley, Fáilte Ireland’s director of commercial development. “But we need to ensure that our food and drink offering gains a global reputation that matches the reality on the ground.”
Visitors to Ireland already spend some €2bn a year satisfying their hunger and thirst, Fáilte Ireland figures suggest.
But most of them experience Irish food and drink as “a pleasant surprise” rather than a compelling reason to visit.
Asked to think of Irish food and drink, 32pc of potential visitors said ‘beer’ and 14pc ‘potatoes’, according to the
2016 World Food and Travel Association survey.
The new strategy aims to fix that by “redefining the appeal of Irish cuisine” – ranging from improved breakfasts to helping pubs bring “authentic local food and drink experiences to life”.
Ireland now has 2,400 restaurants, 160 farmers’ markets,
60 food festivals, 40 cookery schools and a growing number of whiskey and gin distilleries, Fáilte Ireland says.
Tasty as modern Irish food seems to those sitting at the table, however, the perception quickly dissipates outside of Ireland.
The World Food and Travel Association survey also saw
10pc of respondents cite ‘Guinness’, when asked for Irish food stand-outs, while 10pc named “corned beef and cabbage” – hardly an Irish restaurant staple.