1. 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

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

3. Observations

4. 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

5. 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)

6. European Regional Development Fund
Created in 1975
Funding Programs
, , ,
Objective One Countries
Greece, Portugal, Spain, Ireland

7. 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

8. 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

9. ERDF Funding Tourism

10. 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

11. 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%

12. 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

13. Establishments Listed by Number of Rooms

14. 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

15. 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

16. Irish Ancestry Global “Irish Diaspora” = 70 million
Acquisition Irish Citizenship
Growth North American Tourism
,000 Visitors
,000 Visitors

17. 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”

18. 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

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

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

21. 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

22. Canadian Tourist Visits 1979-99

23. Canadian Tourist Average Expenditure 1979-99

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

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

26. (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)

27. 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

28. Plattsburgh State University of New York
Tourism in Ireland: Observations on the Impact of European Union Funding and Marketing Strategies
Plattsburgh State University of New York