The report concludes that there are many external factors impacting on the short-term outlook, for the region, hence the challenge for local tourism companies and interests.

“While we are faced with increasingly challenging times with the global downturn and rising prices, particularly of fuel, the Irish tourism product is strong and offers very good value for money to all our visitors,” said Dick Bourke, Chairman of ITIC.

“We remain optimistic but there are many actions we need to take to improve the Tourism industry, particularly in the Shannon and West of Ireland regions.  This report highlights some of those actions which we hope will be enthusiastically implemented,” Mr Bourke said.

Speaking in Adare following a meeting of the Council of ITIC, John King, Heritage and Tourism Director of Shannon Development, said that the immediate challenge facing the Shannon region is securing existing access and related services in difficult times.

“Many of the current problems facing the sector will diminish in time, and Shannon and the West must remain positioned to take full advantage of this recovery.  Connectivity, marketing and tourism product development will remain key to this aspiration”, Mr King said.

The report makes a number of calls for immediate action to counter the impact on tourism, including: the ‘Open Skies’ policy reducing transatlantic capacity through Shannon by 40%; the economic downturn and credit crunch in main markets; the falling dollar and sterling, and record high food and oil prices.

ITIC also wants the full implementation without delay of ‘The Shannon Airport Catchment Area-Economic and Tourism Development Plan’, published in January this year, continued funding of the Discover Ireland’s Wonderful West programme, improved transport links with Shannon Airport, Donegal and Kerry as well as action on broadband in the Mid-West for hundreds of tourist  areas.

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