The government has recently set a target of one million additional tourists every year for the next five years. 

Alongside this, ministers say Ireland can reinvent itself as one of Europe’s standout foodie destinations.

In a new strategy entitled 'A new era for Irish tourism', the government has promised regional development, year-round attractions and a focus on the Irish food market.

To discuss the reality behind tourism in Ireland, Newstalk Daily’s Tara Duggan sat down with Russell Alford, food critic with The Sunday Times, and Jillian Bulger, food and travel editor at The Irish Examiner.

When asked whether Ireland is still a good place to visit, Bulger had a nuanced take on the matter.

“Yes and no,” she said. 

“There’s so much positivity on the ground, but we’re very focused on the negatives.

I’m out in the field all the time and there is still a huge amount to love.”

Part of the problem, she argued, is that Irish people compare domestic tourism against their own budget sun holidays.

“People compare prices here with Portugal or Spain. 

But we don’t produce olives or wine, and our taxes are different. You can’t compare it.”

Alford agreed. When Irish people travel, he said, they want "escapism, sunshine and cheaper wine", things Ireland cannot provide.

“Ireland is expensive,” he said. 

“Not just for tourists, for everyone. That’s the reality.”

Strengths in Irish tourism

For Bulger, Irelands biggest strength when it comes to tourism is the outdoors.

Wild Atlantic Way (Fáilte Ireland) in Kerry, Sharon Houlian, Declan Murphy and Veronica O'Connor. Photo: Valerie O'Sullivan/FREE PIC

“We do cities well, but our real trump card is the wilds,” she said. 

“Our national parks, our heritage sites, the Wild Atlantic Way, these are global success stories.”

From a food perspective, Ireland punches above its weight. Alford stated that visitors often appreciate our produce more than we do.

“We produce incredible food,” he said. 

“Our oysters are among the best in the world, and most of them go abroad. 

Kerrygold is the second-biggest butter brand in America. But we don’t always realise how good our own stuff is.”

Still, he noted a common frustration among producers who struggle to get their goods stocked locally.

“You’ll have a producer in Cork who can’t get their products onto menus in Cork, but a five-star hotel in Dublin is using them.

That disconnect needs to be fixed,” the critic added.

What can be changed?

According to Bulger, Ireland’s biggest weakness lies in the middle of the market, the three-star hotels and mid-priced restaurants that lack authenticity and a personal touch, which is often provided within the higher-end side of tourism.

“If you walk into a restaurant and the menu is just ‘chicken this’ and ‘fish that’, with no indication of where anything comes from, you’ve lost a chance to tell the Irish story.”

Staffing is another challenge, which can cause a significant effect on guest experience.

Within the hospitality industry, Alford said these jobs are still viewed as temporary, rather than long-term.

“They're not getting the great opportunities, and they're chasing wages,” he said.

There's some establishments who have kept people for 20 odd years. 

That's becoming less and less. 

They're not getting the fulfillment from the industry.”

Is this target possible?

Both experts agree that strategy alone won't change the industry.

“Plans are great,” Alford said, “but it’s action that makes the difference.”

Bulger added that while the ambition is a good start, the additional issues of VAT to wages to the cost of butter, can’t be fixed with marketing alone.

Written by Annemarie Roberts