Monday, 5^th March 2007

SHANNON MUST GEAR UP FOR OPEN SKIES

The Irish Hotels Federation (IHF) has called for a dedicated €10 million per annum marketing fund for the Shannon region over the next five years to assist in the transition period following ratification of the Open Skies agreement. Addressing over 400 delegates at the IHF’s 69^th Annual Conference in the Slieve Russell, Cavan, Annette Devine, President, IHF, stated that Shannon Airport will face new challenges which need an effective marketing strategy to sustain and increase direct transatlantic air traffic to the airport. The IHF is also calling on the Government to work closely with the Shannon Airport Authority to incentivise airlines to promote the Shannon region in North America.

Ms Devine, “The €10 million annual fund we are calling for would enable the implementation of a focused marketing campaign in key markets that have direct flights into Shannon while reinforcing the tourism brand of ‘Ireland West.’ It would also ensure the Shannon region continues to benefit from transatlantic traffic. This strategy must incorporate a specific, ring-fenced marketing provision for at least five years primarily targeting Shannon’s offering to the North America market.

“For Shannon to become a internationally successful airport, it needs two things. Firstly, specific marketing measures promoting its offering, and, secondly, improved infrastructure on all main routes into the region. While the Government’s commitment to commence work on the N18 Ennis-to-Galway route in early 2008 is to be welcomed, this must go hand-in-hand with increased investment in marketing if tourism and business activity levels in the Shannon region are to be maintained and grown in the new air transport environment,” added Ms Devine.

“The new Shannon Airport Authority is to be commended on the manner in which, so quickly after its formation, it implemented such positive initiatives to expand the air services from the airport to Britain and Europe where passenger numbers 2005 have dramatically increased. This demonstrates its ability to make substantive progress when supports and resources are available. It is now essential that the authority is provided with the necessary funding and marketing resources to aggressively seek growth in the transatlantic market,” concluded Ms Devine.

FOR INFORMATION:

Siobhan Molloy / Eoin Quinn             
Weber Shandwick                              Mobile: 086 817 5066 / 087 2332 191