ITIC brings value to the Tourist Industry by:
- Identifying and championing strategic issues essential to the continuing success of tourism in Ireland.
- Commissioning authoritative independent research to assist industry planning.
- Stimulating co-operation and discussion between organisations involved in tourism.
- Communicating effectively with policy makers, the media and the general public.
- Building partnerships with official bodies.
- Leading the way forward, as the voice of Irish tourism.
ITIC’s Influential Role:
Since its foundation in 1984, ITIC has become an integral part of the decision-making process on policies and procedures affecting tourism. ITIC is represented through its nominees on the Boards of Tourism Ireland, Fáilte Ireland and regional tourism forums. Representation by ITIC members on committee structures within the Tourism Recovery Taskforce enables ITIC to participate in the marketing planning process and to ensure complementarity with the industry’s own major investment in overseas marketing.
Other priorities for ITIC include:
Developing new directions for Irish tourism
The ITIC-commissioned report, Strategy for Growth Beyond 2000, set the agenda for advancing Irish tourism. Many of its recommendations were included in the National Development Plan 2000-2006. The key recommendation of the Economic Impact Report published in October 2002, to set up a Review of Tourism was actioned. ITIC prepared a comprehensive submission for inclusion in the new National Development Plan 2007-2013 which was published in 2007. Tourism received high recognition in the N.D.P including its own programme and a funding commitment of over €800 million over the period of the Plan. The Tourism Recovery Taskforce (T.R.T.) set up in 2011 was an ITIC initiative which had been a recommendation of an ITIC report ‘Tourism Opportunity – Driving Economic Renewal‘. The new government’s Jobs Initiative, published in May 2011 adopted many of the report’s recommendations. The T.R.T. delivered major reviews of Ireland’s top 4 source markets – Great Britain, the USA, Germany and France.
Ensuring the voice of Irish tourism is heard
A central tenet of the ITIC philosophy is to vigorously lobby Government, the EU, public representatives and opinion leaders on tourism issues that are relevant to the industry – everything from Budget amendments to the maintenance of a favourable fiscal environment that encourages competitiveness. ITIC also represents the industry within a number of other important organisations.
Researching potential growth opportunities
The ITIC Research Programme provides a solid foundation for long-term planning and development. Government and State Agencies have adopted many of the strategic approaches identified through our studies. Research reports, commissioned by ITIC, cover such issues as the Economic Impact of Tourism in Ireland, a Strategic Framework for Tourism Enterprises, a Strategic Approach to Tourism Planning and Regional Distribution of Tourism. Other Reports have dealt with Competitiveness of Irish Tourism, Marketing Expenditure by the Irish Tourist Industry, the Spatial Spread of Tourism and Seasonality, the Impact of Tourism on the Economy and the E.U. Climate Change proposals. More recent reports included ‘A Changed World for Irish Tourism‘, ‘Tourism & Travel Distribution in a Changed World’ (Volume 1 & Volume 2)‘, Tourism Opportunity – Driving Economic Renewal‘, ‘Tourism Statistics Review‘ and ‘New Directions for Tourism in the West‘.
More recently a major report ‘Capitalising on Dublin’s Potential‘ recommended a re-branding of the Capital region and highlighted the enormous potential that exists to grow business to Dublin. An implementation group, the Grow Dublin Taskforce, will launch the new brand with a strategic plan for maximising the city’s tourism potential.
In December 2013, ITIC made a major submission to Government on the ‘Tourism Policy Review‘ which was announced earlier that year. A new policy is expected to emerge towards th end of 2014, and this will provide the foundation for a new strategic plan to underpin investment and expansion of the tourism sector.
Staying in Touch
ITIC’s Public Affairs Programme keeps the media up to date with activities and organises targeted briefings for journalists on specific tourism issues.