Irish Tourism Industry


Avid Partners has worked with a wide variety of tourist operators over the years involving projects such as feasibility research on start-up businesses, accounting work for retail tourist businesses, marketing programmes for regional tourist attractions and advisory services for local development institutions. Avid Partners have knowledge and expertise in the tourism sector that we would be happy to pass on to you.


Ireland has long been highly regarded internationally as a tourist destination but the market did lose its way in recent years due to a number of factors:

  • Loss of competitiveness
  • Growth of emerging tourist destinations
  • Increased cost of tourism products in Ireland
  • Significant reduction in the domestic tourism market between 2008 and 2011
  • The reduced visitor numbers from overseas tourists as a result of the global economic downturn


Tourism Sector

In the last 18 months the tourism industry appears to have turned a corner with more people visiting the country year on year. North American visitors exceeded 1 million for the first time since 2007 with the UK remaining Irelands largest segment. On going investment in tourism marketing by the Government agencies is critical if Ireland is to maintain its visibility and compete internationally as an attractive destination for visitors. The industry itself must stay competitive and ensure that costs remain viable for tourist businesses and that prices remain attractive to both domestic and foreign visitors. The industry has to continue to create international demand, deliver exceptional visitor experiences, continue to spend on marketing/advertising and ensure prices are kept competitive.


Industry Stats

  • Tourism is Ireland’s largest indigenous industry and is hugely important to the export economy. 
  • Total tourism spending for 2013 was €5.7 billion and represented over 3% of GDP.
  • Overseas visitors for 2013 were up to 8 million (a 7% increase on 2012).
  • Further growth is projected for 2014 with Tourism Ireland increasing growth rates based on the success of last year’s campaigns.
  • The Tourism industry employs approximately 137,000 people directly according to Failte Ireland (14,500 increase in 2013) and it is estimated that a further 6000-8000 jobs will likely be created in the sector in 2014.


Contact Us

Contact Avid Partners today on 01 4286900 to see how we can assist you with your tourist business. Download our article on your area, book a place on our next industry seminar and make an appointment today to chat about your business with one of our expert Avid Partner staff.


Solutions Include:


The first thing is to ensure that your occupancy rates are in line or above the industry average. If you are lagging behind then a change of approach or strategy may be needed. Some basis's include: Making sure you are offering the right packages for guests, offering guests a range of options to keep them entertained and enjoying themselves during their stay, consider tie ins with other business regarding activities for guests, whether you are attracting the right kind of guests to the hotel.
It depends on how long the off season but the obvious answer is to start preparing for the next season. The main question to ask yourself is did the business reach capacity during the last peak season? If so it might be time to consider expanding in some way. If not then further work is needed to ensure there is no wastage for the next busy season. Many businesses face the question of whether to diversify their business into another area during the off season (something less dependent on the tourism market) or whether to keep the business as it but look to add capacity (if capacity has been reached) and always make the most of the busy times to compensate during the quieter ones.
In the modern business world every company has the opportunity to compete for the tourist euro. Some creativity and imagination is needed to think a little different than your competitors. The Internet is the great equaliser and allows for smaller firms to compete with larger ones. Paid advertising in areas of social media (adwords, facebook, twitter) can be very productive as can utilising the free forms of the social media sites on a regular basis. News can spread fast if the content is something different or exciting. Also consider some partnerships or strategic alliances with some other local tourist business in order to pool resources and to maximise from each others customer base.
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