Pictures: Don MacMonagle
FOOD has enormous potential to extend the tourism season in Kerry and it can be a big driver of the economy if it is marketed properly, the annual Let’s Talk Tourism forum heard in Killarney.
Jenny De Saulles, Director of Industry Development with Fáilte Ireland, said prior to visiting Ireland, people don’t consider it to be a food destination and are arriving with low expectations but, post visit, they are pleasantly surprised by the quality and it is repeatedly stressed by them.
“Food must bring the culture of a place to life. They want to meet the maker and the producer and they want an opportunity to make it themselves. Food trails and networks are the key to that,” she said.
Fáilte Ireland is playing its part in the promotion of Ireland as a food destination with a total of 775 food and drink experiences, including over 50 headline events and 320 festivals and other events, forming part of the extensive Taste of Ireland promotion with a €1.5 million marketing promotion.
A Fáílte Ireland food-themed media campaign reached a TV audience of 2.8 million, press advertisements were seen by 2.3 million and a social media campaign reached over two million.
Michele Shirlow, MBE, Chief Executive of Food Northern Ireland, told the forum in the Great Southern Killarney that there has been a 23 per cent rise in food tourism up north following a focused campaign to promote the sector.
“There has been a massive growth in new producers with fabulous ingredients. Where we are strong is short supply chains and it’s not over industrialised so when they leave they are surprised by the good food experience,” she said.
Ms Shirlow said a big attraction is that the likes of gin, cider and whiskey makers are all coming together to tell a story and it’s a hands-on experience for visitors.
“They can go out in a boat in the morning and catch their own mackerel for their breakfast and visit a local gin distillery in the afternoon to enjoy the whole food experience,” the Food NI chief added.
‘You don’t have to be Bear Grylls to enjoy the outdoors’
THE lower VAT rate for tourism, which had many benefits for the industry, was “tossed aside in such a casual fashion” and yet there was no public backlash, the Let’s Talk Tourism forum heard.
Consumer affairs expert Conor Pope said the government adopted a casual approach when ending the VAT break in the Budget but they still cling on to the corporate tax rate, despite the fact that the tourism industry is worth more.
“There was no public outcry in contrast to the absolute outcry over the water charges. People went mad that they might have had to pay €100 for water,” he told delegates in Killarney.
Pope also said there are many misconceptions about Ireland and one is that the country is a rip-off.
“People complain about paying €7 for a pint in Temple Bar but how much is a cup of coffee under the Spanish Steps?” he asked.
He said too much is also being made about the Irish weather and the complaints remind him of the episode of Fr Ted when Ted and Dougal are in a caravan in the rain and Graham Norton is dancing and taking about Celine Dion.
“In the 60’s and 70’s all our family holidays were in Ireland and it was lashing rain the whole time,” he added.
Conor Pope said it doesn’t matter what the weather is like for much of the popular outdoor holiday pursuits activities, such as surfing or kayaking or mountain trekking, and that everything has moved on since golf was the only outdoor pursuits activity marketed.
“This is the market we need to be constantly encouraging. You don’t have to be Bear Grylls to enjoy the outdoors,” the consumer affairs specialist stressed.
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