During the past year the tourism industry in Ireland experienced a downward slump that has left 2009 as one of the hardest years, economically, ever recorded. Many factors impacted on the reduction of foreign visitors to Irish shores; including difficult currency conditions, a lowering of consumer confidence, and of course, the global economic crisis.

It is estimated that in Ireland around 18,000 businesses are dedicated to the tourism industry, this includes Irish car hire firms, hotels, restaurants and various tourist attractions. The tourist industry is estimated to be worth a massive €1.5 billion to the Irish government; however, 2009 witnessed the demise of many such tourism oriented businesses.

Fáilte Ireland’s most recent figures reveal a downward turn in the tourist economy of up to 12%, with 2009 seeing 6.5 million tourists arrive on its shores, compared to the 7.4 million tourists who visited in 2008, and the 7.7 million visiting in 2007.

Additionally, the numbers of Irish citizens taking holidays in Ireland also decreased significantly, by 5% from 2008-2009, and total revenue from tourism was at its lowest level since 2004, at €5.2 billion.

Martin Cullen, the Minister for Arts, Sports and Tourism, has said that urgent action must be taken in 2010 in order to save the tourism industry from collapse. An increase of 2% of the department’s budget for tourism has been announced, the budget will total over €155 million in 2010.

Shaun Quinn, the chief executive of Fáilte Ireland has argued that it is ‘‘imperative that it does not neglect sectors such as tourism, which has delivered time and again’’ in view of the crisis currently facing Irelands tourist industry today and the government’s role in addressing the issue.

Tourism Ireland last month announced plans to increase tourist numbers to Ireland during 2010 by at least 3% on 2009; this means they are aiming to attract more than 7.5 million visitors.

As part of their marketing strategies, Tourism Ireland are planning to highlight Irelands value-for-money deals, and are even releasing a brochure called “Value in Ireland” that will advise tourists of the best deals going. The brochure will list the best car hire deals Ireland has to offer, as well as the best value hotels and restaurants, and the various discounts available at some of the country’s leading tourist attractions.