Strategy For Growth Beyond 2000

Prepared for the Irish Tourist Industry Confederation By Tourism & Leisure Partners

The aim of this Study is to develop a strategic framework to guide the tourism industry into the 21st century. The study is set against a period of record sustained growth in Ireland’s tourism.
Approach Taken

The key aims of ITIC in commissioning this study include:

  • To review tourism’s role as a vehicle for economic growth;
  • To develop a strategy for the future, particularly identifying the constraints which need to be addressed;
  • To set the priorities for the sector (including scenarios), product development and marketing strategies;
  • To identify factors which would improve profitability of the sector and attract investment;
    To review the role of government and the commercial sector;
  • To quantify the resources necessary, and support the case for an Operational Programme for Tourism post-1999 funded by the EU.


Report Content and Layout:

Chapter 2 contains a review of the performance of tourism measured against a set of criteria including market performance, economic benefits, and investment in the industry and commercial performance.

Chapter 3 addresses the likely outlook for tourism internationally, including forecast growth levels and trends, changing customer needs, the competitive environment.

Chapter 4 summarises the critical issues which Irish tourism is facing and which require specific strategic responses.

Chapter 5 sets out a vision for Irish tourism five years from now. It identifies the potential of the industry in terms of value, employment and volume growth, together with the potential to improve product utilisation and profitability.

Chapter 6 recommends the core strategies, which should be pursued in order to achieve the potential of the sector. The core strategies are concerned with product development, marketing and access transport.

Chapter 7 & 8 address the supporting strategies, which should be pursued in respect of Human Resources and Organisation arrangements to enable the industry to achieve its potential.

Chapter 9 deals with the funding of the sector. It outlines the level of investment required, the sources of public and private sector funding and makes the case for an EU-supported Operational Programme for Tourism post 1999.

Chapter 10 represents an outline work plan to implement the proposed programme for growth.

This Strategic Study together with the Strategic Reports produced by Bord Failte and the Department of Tourism had considerable influence on long term planning for tourism. The timing of the Study dovetailed with the planning work being done in regard to the National Development Plan and the negotiations taking place in relation to Post 1999 funds.

This is the largest Strategic Planning Study undertaken into the Tourist Industry for over a decade. The Study was jointly funded by the 22 sectors who are members of ITIC and the EU through the Operational Programme for Tourism which is administered by the Department of Tourism, Sport and Recreation.

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