Tourism has key role to play if we are to build on the success since Good Friday Agreement
ON the morning of April 10, 1998, I read in detail about the signing of the Belfast/ Good Friday Agreement, knowing something historic had happened but not realising the future role tourism would play in its development. One of the three strands of this historic pact dealt with the north-south relationship, including the establishment of a North South Ministerial Council and cross-Border bodies, of which Tourism Ireland is one.
Before looking back on the last 20 years, it is worth reflecting on the deep roots of tourism across the island of Ireland.
In 1785, William Wilson wrote ‘The Post Chaise Companion, A Traveller’s Guide to Ireland’. It spoke of Dublin as “the metropolis of Ireland and the second city of his Majesty’s dominions”. Famous landmarks included Trinity College, Christchurch, St Patrick’s Cathedral and two new Georgian squares being constructed – Fitzwilliam and Merrion – and “a new street called Harcourt Street in which several elegant structures merit notice”. The Giant’s Causeway was described as “one of the greatest natural curiosities in the world”.
Little wonder then that Thomas Cook began excursions to Ireland from Britain in 1849, ironically in the final year of the Great Famine.
In 1865, the ‘London Times’ reported: “There is nothing in these isles more beautiful and picturesque than the south and west of Ireland. They who know the fairest portions of Europe still find in Ireland that which they have seen nowhere else, and which has charms all its own.”
In the early 1900s, American journalists were encouraging the fledgling Irish tourist industry to push the boundaries beyond the average tourist spend of £25-£50 per visit. With the advent of international air travel in the 1950s, the Irish government established Bord Fáilte and the government in Northern Ireland set up the Northern Ireland Tourist Board.
Co-operation between the two organisations increased following the Lemass/O’Neill talks in the 1960s. Forty years later, the Belfast/ Good Friday Agreement led to the establishment of Tourism Ireland to carry out overseas marketing for the island of Ireland, which was previously undertaken separately by Bord Fáilte and the Northern Ireland Tourist Board. Since that time, the tourism industry has gone from strength to strength.
Tourism numbers from overseas increased from seven million in 2001 to 10.65 million in 2017. Overseas spend by tourists is likely to top €6bn in 2018. There are more than 290,000 people now employed in the hospitality sector across the island.
Northern Ireland, in particular, has experienced a renaissance in tourism, with visitor attractions like Titanic Belfast (which opened in 2012) welcoming more than 850,000 visitors last year. If anyone wants to see the peace dividend at work, look no further than the Unesco World Heritage Site at the Giant’s Causeway. It welcomed 100,000 visitors per annum in the mideighties; by 2017, this had grown to
more than one million visitors annually from all over the world.
The arrival of The Open at Royal Portrush Golf Club next year offers an unparalleled showcase for the whole of the northern part of Ireland. More than 1,000 international tour operators now promote Northern Ireland as part of an island-of-Ireland holiday. Last year, more than 2.1 million overseas visitors travelled to Northern Ireland.
The tourism promotion job is far from complete. Recent research studies conducted by Tourism Ireland in Britain and France are encouraging in terms of people’s intention to visit. However, stereotypical views of the island still prevail among many who have never visited. Perceptions abroad are still different to those at home.
In Britain, we compete for business largely against ‘staycation’ destinations like Devon and Cornwall, the Lake District and Scotland. In France, we compete against countries like Iceland, the Nordics and Scotland.
RECENT research in Britain reveals the ‘top of mind’ words associated with Ireland are ‘green, Guinness, expensive, friendly, rugged coast, and Giant’s Causeway’. In France, they are ‘friendly, Connemara, Guinness, green, genuine, and Dublin’.
While perceptions of Northern Ireland have improved dramatically, recent research still points to some legacy issues from the Troubles; however, these are not prominent among younger age groups. This indicates that new experiences like ‘Game of Thrones’ and Titanic have helped to shift attitudes. What now motivates visitors to come here centres on connecting and relaxing with the locals. Words like ‘welcoming, slow and chilled, road trip, trip back in time, and crowded bars’ feature more prominently. Our tourism research programme has resulted in a greater emphasis on investment in North America and mainland Europe over the past three years. We are also excited at the prospect of direct flights from China.
Brexit raises complex questions. The common travel area and a seamless Border are essential for tourism, as more than 60pc of visitors from North America and mainland Europe travel to Northern Ireland via the Republic.
Currency fluctuations between the euro, sterling and dollar have a different impact either side of the Border. Rates of Vat on tourism services in Northern Ireland are 20pc compared to 9pc in the Republic, and air passenger duty in the UK creates a barrier to developing new air routes to Northern Ireland. However, whatever the future structures that emerge from Brexit, international travel is forecast to globally increase by 50pc over the next decade and the island of Ireland will still need to be competitive to maintain and grow its market share.
Tourism has endured many crises over 20 years – like 9/11, the global financial crisis and terrorist attacks in North America and Europe.
However, it also serves as an example of how compromise and goodwill between people can build a stronger future for us all.
“We face a deficit of tolerance. Tourism brings people together; it opens our minds and hearts,” said former UN World Tourism Organisation secretary general Taleb Rifai, at a recent conference.
We must continue to build on the achievements of the Good Friday Agreement, continue to build hope for the future across the island, and a growing and sustainable tourism industry is key to this.