Tourism Promotion Study

PRESS RELEASE

Dated: 29th November, 2004.

Clare County Development Board launches a Study of Promotional Methods in Tourism in County Clare

A study on Promotional Methods in Tourism in County Clare was launched this week by Clare County Development Board (CDB).

The Cathaoirleach of the Clare County Development Board, Councillor Pat Hayes, on launching the study highlighted that “the Tourism Industry in Clare is worth in the region of €125 million annually, and with in excess of 1 million visitors, it supports almost 3,000 jobs.” A key objective of the Clare County Development Board is to further develop and deliver an integrated quality tourism product in County Clare. Councillor Hayes further added that “the Board recognises the need to continually monitor our tourism industry and ensure that we are operating to the highest standards nationally and internationally”.

With this in mind the County Development Board Strategy (“Shaping the future” - launched in 2002) highlighted the need “to assess the impact of the current promotional methods used in the county”.

The Community and Enterprise Unit of Clare County Council, as the lead agency for this action, commissioned this review of tourism promotional methods used in the County. The study titled “Evaluation of Promotional Methods in Tourism in County Clare” is now available on both the CDB website - www.clarecdb.ie - and Clare County Council's website - www.clarecoco.clare.ie

The study examines the overall approach to tourism promotion in Clare, and the promotional methods used in terms of impact, cost-effectiveness and sustainability. It also reviews best practices in tourism promotion both at home and abroad. The study leads to a number of conclusions and key recommendations in relation to:

Tourism promotion structures in Clare

Co-ordination issues

Tourism Development Officer and funding

Target markets, and

Promotion methods.

It is intended that the Report will be widely available to tourism interests and service providers and that it will stimulate discussion and action to ensure that Clare maintains and improves its' position as a top tourist destination. The County Development Board is committed to working in partnership with the various interests to achieve this objective.

For the purpose of the study extensive consultation was carried out with tourism interests and service providers in the county. Councillor Hayes thanked all those who gave so generously of their time in this regard.

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See Reports (pdf format):

Executive_Summary.pdf

Evaluation_of_Promotional_Methods_in_Tourism_in_County_Clare.pdf