A €540 million State tourism spending programme will focus on attractions and activities rather than accommodation. Barry O'Halloranreports.

Fáilte Ireland yesterday launched a seven-year tourism programme. Chief executive Shaun Quinn pointed out that the number of hotel rooms had doubled to 54,000 over the last decade, and said the industry needed to shift from developing accommodation to "things to do and see".

The biggest spend - €156 million - will be on improving human resources, productivity and quality control within the industry.

The agency intends making €28 million available to businesses to develop "soft adventure" products such as water sports centres, equestrian facilities, angling and other outdoor activities.

Mr Quinn said Fáilte Ireland was planning a competitive process which would allow private-sector players with interests in these areas to bid for the funding. "The projects are going to be assessed to see if they stand up commercially, and to see if they meet the required standards, and the funding will go to the better ones," he said. He added that he expected this fund to be "oversubscribed".

Infrastructure will absorb €133 million. Of this, local authorities will spend €105 million on facilities such as controlled access to environmentally sensitive areas, signposting and water-based amenities.

The balance will be reinvested in existing facilities such as walking and cycling routes.

It has also allocated €102.5 million to improving communication with visitors.

This will include developing electronic marketing and tourist-related software.

Mr Quinn said the agency wanted to spend €70 million on identifying the 20 most strategically important attractions in the State and prioritising these for reinvestment.

The Tourism Product Review Group, chaired by former Enterprise Ireland chief executive Dan Flinter, developed the strategy.

Its report shows that a majority of visitors rate Ireland's scenery or unspoilt environment as key reasons for visiting here.

Mr Quinn said safeguarding these attractions was central to developing tourism.

Speaking at the launch, Minister for Tourism John O'Donoghue said maintaining "the clean, green image that Ireland presents" was vital to developing the industry.

Key spending areas

• €130 million on tourism infrastructure, including access, signposting, leisure routes, moorings and jetties.

• €21 million on feasibility studies, researching competitors' strategies and establishing a tourism innovation centre.

• €70 million on identifying the 20 most strategically important attractions in the State and reinvesting in them - they must be successful, have a cultural element and excite international interest.

• €28 million for private-sector projects in "soft adventure" products such as water sports.

• €102.5 million to boost communications technology.

• €156 million on improving human resources, quality control and productivity.