Karen Volkman & Ray Guydosh Plattsburgh State University of New York Tourism in Ireland: Observations on the Impact of European Union Funding and Marketing Strategies Karen Volkman & Ray Guydosh Plattsburgh State University of New York ASAC 2001, London, Ontario

Transformation of Ireland Introduction Transformation of Ireland to Celtic Tiger Book of Kells

Observations

Republic of Ireland Tourism Research Objectives Objectives and Funding from ERDF Labour Market Sector Employment/Growth Tourism Sectors: Focus on Heritage Expansion of Overseas Markets with Emphasis on Canada

History of Tourism Research in the Republic of Ireland Tourism Not Recognized until 1980’s in EU Pearce (1992) Study Role of the Union in the Field of Tourism (1995) CCSB Mapping Study - Queens U. Belfast (2000)

European Regional Development Fund Created in 1975 Funding Programs 1975-88, 1989-93, 1994-99, 2000-06 Objective One Countries Greece, Portugal, Spain, Ireland

Objective One Regions “Promoting the development and structural adjustment of regions whose development is lagging behind.” } Eligibility: GDP for Three Years Prior to 1993 was < 75% of EU Average

Pearce (1992) ERDF 1975-88 All EU Tourism received 1.9% Funding Ireland received 2.4% of this amount Ireland Didn’t Receive Any Funding for Tourism Until 1984 Little Funding for Tourism in any Objective One Countries During This Programme

ERDF 1994-99 Funding Tourism

Green Paper (1995) Support improvement in the quality of tourism by taking greater account of trends in tourism demand Encouraging diversification of tourist activities and products by improving competitiveness Incorporating the concept of sustainable and balanced growth into tourism by taking greater account of the cultural environmental dimensions

Irish GDP Background Republic GDP increased from 60.8 (PPS) in 1986 to 96.5(PPS) in 1996 Republic GDP increase much greater than other Objective One Countries EU GDP Remained Constant Republic GDP increased by 6.2%

Link Unemployment Rates to Tourism Industry Unemployment Rate in 1985 is 18% Unemployment Rate 1997 is 10.1% Irish Tourism is Labour Intensive 78% Lodging Facilities Have < 40 Rooms

Establishments Listed by Number of Rooms

Women in Labour Force 105,000 New Employees Needed 58% Employment Women 25-54 Homemakers Tax Free Allowance of IR£2000 for First Three Years

Irish Tourism Niche Tourism is 14% EU GDP and 14.6% of EU Workforce Competition European “Sun Holiday” Must Make Distinctive Sell to European and North American Markets

Irish Ancestry Global “Irish Diaspora” = 70 million Acquisition Irish Citizenship Growth North American Tourism 1988 419,000 Visitors 1998 858,000 Visitors

Irish Image Abroad Craic and a Pint of Guinness One of Lowest Population Densities in EU Tourism Brand Ireland (TBI) “A Green and Pleasant Land”

Irish Heritage Tourism Definition Brown and Stevens (1996) Indigenous and unique in representation of an area’s history Enliven, enrich, and animate those naturally occurring themes and storylines Relatively stable base visitor activity Innate appeal for overseas markets

ERDF Heritage Funding 24% for 1975-88 Program to Museums, Historic Centers, and Restoration 1994-99 Program 25% to Heritage Tourism Model

Current Tourism Market Bord Failte 1998 UK 3,199,000 Visitors Europe 1,255,000 Visitors North America 858,000 Visitors

Development of Canadian Tourism Market to Ireland Irish Descendents in Canada 1991 Census: 3,780,000 Canadians of Irish Heritage Irish are Fourth Largest Ethnic Group in Canada

Canadian Tourist Visits 1979-99

Canadian Tourist Average Expenditure 1979-99

Reflections on Stat Can “International Travel” Data Set “Phoenix”

Foot and Mouth Images in Canada Newspaper Advertisements from CFIA Advertisement Campaign: Ireland Open for Travel

(AP Photo/CP, Jonathan Hayward) Prince Charles steps onto a disinfectant mat as a precaution against foot-and-mouth disease upon his arrival at the Ottawa airport in Ontario Wednesday, April 25, 2001. (AP Photo/CP, Jonathan Hayward)

Reflections By 1990’s Tourism Importance of Tourism to National Economies Recognized by EU Ireland Used ERDF Funding to Increase its Tourism Plant: Genealogy, Green Image, and Heritage Combat FMD Image in North America Critical

Plattsburgh State University of New York Tourism in Ireland: Observations on the Impact of European Union Funding and Marketing Strategies ray.guydosh@plattsburgh.edu karen.volkman@plattsburgh.edu Plattsburgh State University of New York