'Vision'. Now that's a word we don't hear very often. Does anyone in the tourism industry know the vision for Irish tourism in 2020? Sadly, we don't have one.
At the moment, the sector is focussed exclusively on short term challenges. While these are not to be underestimated, there is no sense of what we want our tourism product to look like in a few years time. By way of contrast, the agriculture sector also has its own challenges, but that has not stopped it from charting a bold vision for 2020. The Food Harvest report is extremely positive and notes that 'the most compelling picture that emerges of the decade ahead is one of opportunity'. Now, how's that for a refreshing upbeat tone!
Growth targets for 2020 include -
- a 33% increase in the value of primary output compared to the 2007-2009 average
- a 42% increase in export growth compared to the 2007-2009 average
- a 40% increase in the value added compared to 2008
Elements of the overall vision include a priority on R&D, rationalisation and collaboration at industry level and a review of both institutional supports and the regulatory burden.
Perhaps the most notable feature of the report is the degree to which it integrates all of its constitituent sectors: beef, dairy, sheep, hotriculture, organic products, pigmeat, cereals, poultry, seafood, forestry and bio-energy groups.
Imagine how Irish tourism could develop if industry representative bodies rationalised and collaborated more closely? How about one strong voice? What then, if a cohesive and unified plan was formulated with recommendations for specific sectors: accommodation, transport, food & drink, tour operatons, attractions, leisure and recreation,visitor information, festivals & events, business tourism, education and R&D?
I think that policymakers would then take the sector much more seriously and the impact would be profound!
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