The Shannon region will need a targeted marketing drive for at least five years proclaiming its benefits to North American traffic if the compulsory stopover at Shannon ends, the Irish Hotels Federation (IHF) has said.
Anticipating a renegotiated US-Ireland air agreement, the federation said an effective strategic plan with State funding must be developed and implemented by the Government to sustain and increase direct transatlantic air traffic to Shannon.
This should include a specific marketing provision of at least €10 million per year for at least five years, primarily to target Shannon's offering to the North American market.
The IHF stressed the need to prioritise road improvements in the region, with immediate action required on upgrading the Galway to Limerick road, improving the rail network and completing the Dublin to Limerick motorway as noted in the Government's Transport 21 plan.
These must be completed by the end of 2008 when the new air agreement comes fully into effect, it said.
The IHF said there was serious concern over the potential detrimental impact of the new accord on the region's tourism industry and general economy.