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<h1><span>New blueprint for Dublin tourism</span></h1>
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<p>A new plan for tourism in Dublin envisages a best case scenario where visitor numbers could grow by 7% a year, visitor spending increase by 8.6% a year and spending by international visitors would almost double to just under €2.5bn by 2020. The plan, <em>Destination Dublin – A Collective Strategy for Growth to 2020 </em>was developed by the Grow Dublin Taskforce – representing tourism and business interests in the city – and was launched in Buswell’s Hotel, Dublin by Oisín Quinn, Lord Mayor of Dublin, and the Minister for Transport, Tourism and Sport, Leo Varadkar T.D.</p><p>The report, while emphasising that tourism is important to Dublin in terms of revenue and jobs, finds that the capital is underperforming and has slipped behind its main city competitors in Europe. Although, over the last three years, the city has shown the beginnings of a recovery, a real awareness of Dublin and all that it can offer is not fully appreciated – particularly in those market segments which hold the most potential for growth in international visitor numbers.</p><p>The strategy set out offers a roadmap for growing Dublin’s tourism in the years ahead – including identifying those market segments with most promise, outlining the need for a new brand and more modern image for the city and stressing the need for all interests in Dublin to come together to ensure that tourism can fulfil its true potential.</p><p><em><strong><br></strong></em></p><p>Fáilte Ireland CEO, Shaun Quinn, added:</p><p><em><strong>”As the Taskforce sets out, Dublin is in danger of standing still with its brand becoming a bit stale. Meanwhile, our competitor cities overseas have been reinventing themselves. This report is therefore a very timely wake-up call to our capital.</strong></em></p><p><em><strong>“Already, many of the key recommendations contained within this report are currently being implemented by Fáilte Ireland and others to reposition Dublin and improve its appeal. However, it will take more than one tourism organisation and the four local authorities to achieve the potential set out in this report. The success of Dublin as a tourism destination will also be dependent on tourism operators, sports, arts and culture interests and the wider business community working closely together as never before.”</strong></em></p><p><strong><strong>Chasing the right targets</strong></strong></p><p>This report states that Dublin needs to differentiate itself as a “must-visit” destination. In view of the growing trend towards more trips of shorter duration – particularly to cities – Dublin must distinguish itself as a stand-alone destination and an aspirational European short-break destination.</p><p>The Grow Dublin Taskforce believes that this is where there is a significant opportunity for Dublin if it can communicate the variety and vibrancy of the city’s attractions to potential visitors in key target markets, where return on investment is likely to be greatest.</p><p>The Taskforce has identified five sectors that offer the best potential for significant growth and the best return on investment:</p><ul><li><em><strong>Holidaymakers identified as ‘Social Energisers’</strong></em> – young couples and adult groups looking for excitement, new experiences, and fun, social getaways to novel destinations;</li><li><em><strong>Holidaymakers identified as ‘Culturally Curious’</strong></em> – mostly older couples or solo travellers with time (and money) to spend;</li><li><em><strong>Business Tourism </strong></em>– where visitor expenditure is amongst the highest of all visitors and who are more prone to visit in times when cash flow for Dublin businesses is critical – in the shoulder and off-seasons;</li><li><strong>Cruise Tourism</strong> – who come to Dublin as part of a European cruise;</li><li><strong>Event Tourism</strong> – coming to Dublin specifically to attend an event or festival, whether sporting, cultural, business or any other type of event.</li></ul><p><em>*Read the full details at www.dubbelin.com</em></p>
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