Wednesday, 23rd November 2005

TOURISM INDUSTRY GEARS UP FOR RYDER CUP 2006

Ireland’s largest Accommodation Guide Published

The Irish Hotels Federation (IHF) today stated that the Ryder Cup in 2006 will be a major international show-case for Ireland and will demonstrate to the world the quality of the Irish Golf product and the ability of Ireland to host such high profile international events.  According to the IHF, the Ryder Cup will generate over €130m to the economy when it takes place next September. The IHF stated at the launch of its international marketing tool the 2006 Be Our Guest Guide that activity based holidays including golf, walking, angling, cultural and cycling holidays are key attractors for visitors to Ireland and should be further promoted in international marketing campaigns by industry and State tourism bodies for 2006.

The IHF’s 2006 Be Our Guest Guide which was launched today by Mr. John O’Donoghue, TD, Minister for Arts, Sports and Tourism is the most comprehensive guide on Irish accommodation with 1,000 properties featured ranging from small family run guesthouses, country houses through to five star hotels. Almost 400,000 copies of the guide, now in its 19th year, will be distributed in over 22 countries worldwide to promote Ireland as a quality destination.  Sponsored by Diageo Ireland, this year’s guide highlights the quality of activity based holidays including spa and leisure, golfing, conferences and angling.

A dedicated section on golfing holidays and information on accommodation in relation to over 300 golf courses countrywide is included. Almost 140,000 overseas visitors to Ireland in 2004 played golf during their stay and the 2006 Ryder Cup is expected to further increase this number as it positions Ireland as a premier European golf destination.  With a growing market for specialist spa and leisure breaks, the number of Irish properties now offering a quality range of spa breaks has increased this year to 108 countrywide. These are featured in a ‘Let us pamper you, while you stay’ section of the Guide. There is also a ‘Conference’ section which contains details of 321 properties offering state of the art conference facilities. 113 properties are featured in the Angling section. Some 78,000 angling visitors came to Ireland in 2004 (whilst 93,000 people fished as part of their holiday here). However the IHF suggests that this figure could increase dramatically if the salmon stocks recover in the event that a ban on drift net fishing is implemented. Hillwalking is also another popular pursuit which attracted over 250,000 visitors to Ireland last year.

The 2006 Be Our Guest Guide is a key marketing tool in promoting Ireland both at home and abroad, and contributed to securing over six million overseas visitors to Ireland in 2004. The guide is complemented by the all-island online booking and information website Irelandhotels.com, which currently receives in excess of 105,000 unique visitors per month from the key US, British and domestic markets. With current visitor levels calculated at 1.3 million per annum, key attractions include the selection of tailored packages available as well as the ability to book gift vouchers online.

Speaking at the launch of the 2006 Be Our Guest Guide, Mr. John O’Donoghue, T.D., Minister for Arts, Sport and Tourism said, “The 2006 Be Our Guest Guide is a key element in the tourism industry’s marketing efforts every year. Our hotels and guesthouses really are the backbone of our tourism sector, providing the ‘home away from home’ and welcoming experience that visitors to Ireland have come to expect. In turn they have a responsibility to continuously assess their product and ensure it is in line with international standards so that the industry as a whole can grow, in what is a very competitive international market. I am confident that we can continue to increase the number of visitors to our country via innovative marketing initiatives as state tourism agencies and the industry continue to work closely together with a common goal. I commend the IHF and its members throughout the country for the role they play in these marketing efforts, of which the production of the Be Our Guest Guide is an important element.”

Richard Bourke, President of the IHF states, “While overseas visitor numbers on the whole increased in 2004 to 6.3 million, there was a decline in the number of British tourists and an overall decline in the number of bednights. Through intensive marketing the British market is now showing signs of recovery, however the industry must be vigilant to ensure we continue to offer a quality tourism product tailored to the needs and interests of our visitors. The 2006 Be Our Guest Guide is a key part of our marketing strategy for next year, focusing on activity based breaks of which golf is a hugely important area. The Ryder Cup 2006 represents a fantastic opportunity for Ireland to gain further recognition on the world stage as an attractive golfing destination.”

The Be Our Guest Guide is designed for people to easily access information on the area they wish to visit, the range of properties available and overnight rates. In addition to property-by-property listings, the guide offers information for tourists on the country through road maps, notable places to visit, festival details and other regional information of interest to visitors. The guide continues to be highly regarded internationally as the ultimate guide to accommodation in Ireland by both individuals and tour operators.

According to Dennis Markey, Diageo Ireland’s Head of Sales Support: ”Diageo Ireland are delighted to be associated with the Be our Guest Guideas it is a fantastic reference guide for all holidaymakers. Guinness stout is an iconic brand and synonymous all over the world with the best Ireland has to offer. Therefore the link with tourism in terms of hospitality, service and the 'craic' is well established and aperfect fit for Guinness."

The Guide has been produced annually since 1986 and will be distributed in the domestic market by Fáilte Ireland, the Northern Ireland Tourist Board and the Regional Tourism Authorities. Tourism Ireland will distribute the guide to over 22 countries abroad.

The guide is also distributed through car hire companies, bookstores, tour operators and travel agents in Ireland, the UK, Continental Europe and North America. It is also available directly from the Irish Hotel’s Federation and online at www.irelandhotels.com.

ENDS

For information:

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