Addressing the most recent sitting of the Athlone-Moate Municipal District, Cllr Frankie Keena called upon the council executive to invite a representative from Failte Ireland to address a future meeting and explain their short to medium term strategy for increasing the market share of tourists visiting Athlone and the wider Ireland’s Hidden Heartlands region.
Noting the national economic benefits of the tourism industry, Cllr Keena recalled a total expenditure of €9.5 billion in 2019 (pre-Covid-19 ).
“With pre Covid-19 figures in mind, the out of state tourist expenditure in 2019 amounted to €5.6 billion and when we include fares to Irish carriers by overseas visitors, foreign exchange earnings and our own domestic tourism expenditure we are looking at a €9.5 billion industry. This is an absolutely massive spend which gave the Government an estimated €1.8 billion take on taxes in that year. In turn the tourism sector provides employment (full time, part time, seasonal ) to about 260,000 people.
“Therefore, the reason for my motion today is to have a discussion on how our Hidden Heartlands area can increase its market share which at the moment is dismal.
“At the launch of the Oliver Goldsmith Literary Festival in Abbeyshrule I had the pleasure of hearing a keynote address by journalist, author, broadcaster and lead commentator on tourism and aviation, Eoghan Corry.
“Those in attendance were astounded to hear that pre-Covid-19 our Hidden Heartlands only had a 2.5% market share of the tourism industry, an immensely disappointing figure. Tourism Ireland has since confirmed with me that this figure is accurate.
“I was totally shocked to hear that the our Hidden Heartlands region only has such a percentage of the market share. This urgently needs to be addressed in a proactive way by Failte Ireland and working together with all relevant stakeholders. Thus, I am looking for support from the members hear to invite a decision maker representative from Failte Ireland to brief us on their short and medium term strategy to improve this market share.
“More and more tourists are looking for open air adventures such as hiking, walking, cycling and water based activities which we have in abundance.
“We are fortunate to have an excellent tourism officer within Westmeath County Council but this issue extends way further than the boundaries of county Westmeath, it is a regional marketing issue where it needs to be resolved.
“From a local perspective I have to mention again the ‘old chestnut’ of the relocation of the tourist office in Athlone. In keeping with the name of the branding region (Ireland’s Hidden Heartlands ) it is definitely hidden away from the tourist. Surely, this office needs to be located in an area which is visible and accessible to all. A prime area would be to install a purpose built information stand in St Peter’s Square as part of the planned upgrading works for this square,” Cllr Keena asserted.
Stressing the need to provide additional beds for a hopeful increase in tourist numbers to the region, Cllr Keena noted that Athlone and County Westmeath have so much to offer the tourist.
“However, we need a serious funding and marketing drive increase tourism footfall for our Hidden Heartlands and it is for this reason I would like a letter to issue to Fáilte Ireland requesting a prominent member to address this local authority and outline their future plans for the region,” Cllr Keena concluded.
