'Tactical marketing' plan to attract visitors

ECONOMIC FALLOUT/Tourism: Irish tourism chiefs have promised to increase spending on overseas marketing once war-related consumer uncertainty lifts.

There is huge concern in the industry at a drop in tourist numbers due to the conflict in Iraq, which is affecting global consumer confidence.

The Minister for Arts, Sport and Tourism, Mr O'Donoghue, yesterday appealed for "cool heads and measured responses".

"The key to tackling the situation is to closely monitor evolving consumer reactions in key marketplaces and to develop appropriate and balanced responses, in particular in the area of marketing and promotion," he said.

The Minister has already met representatives from the main tourism groups in Ireland to help put in place a response to the war-related slump in tourism.

He said Tourism Ireland has excellent lines of communication with its overseas staff of over 100 in 19 countries.

The newly formed Tourism Industry Support Group would constantly monitor information from those marketplaces, said the Minister. Heavily funded, flexible marketing campaigns would begin when appropriate.

The support group is made up of representatives from bodies such as Bord Fáilte, the Northern Ireland Tourism Board, the Irish Tourism Industry Confederation and Tourism Ireland.

A meeting of the new group Tourism Ireland this week agreed to put in place contingency plans for the US, Canadian and Australian markets.

Chief executive Mr Paul O'Toole said Tourism Ireland's emphasis would now shift to "tactical marketing". The group would work with industry to promote specific products and services as appropriate.

"We need to understand all of the implications and respond quickly to ensure that the Irish tourism industry comes through this unstable and difficult environment with the minimum damage."

Visitor numbers from the US, Canada and Australia would be worst hit, he added. But Britain, our biggest market, is so close that consumer confidence should return quickly.