In the era of the global village and tumbling air fares, tourism on its own is a fickle provider. Cosmopolitan tastes and changing trends make it a dubious advantage for a town to be tagged with the label of "holiday resort". For two centuries Tramore, as Co Waterford's primary coastal resort, has carried the label comfortably. But now it is a town in transition, shedding the stereotype of summer animation and winter inertia.
The transformation of Tramore, still unfolding, is linked to the rapid social change and economic expansion in the southeast region, and the country as a whole. This satellite town is developing a distinctive character and commercial potential as a side-effect of growth pressures in its neighbouring city.
Tramore, in fact, evolved uniquely as a holiday centre and not from ancient trading or industrial activities. In 1785 this one-time fishing hamlet was transformed into a thriving resort by Bartholomew Rivers, a wealthy Waterford merchant. At the turn of the last century it had a population of about 1,800. Today the figure approaches 9,000 and is rising fast. With a permanent resident community of that scale, the town has transcended seasonality and gained an identity and year-round vibrancy that is quite independent of its holiday traffic.
The change has been both rapid and recent. Less than a decade ago Tramore was regarded simply as a dormitory town for Waterford, seven miles away , a place that came to life only for the short span of the high season. It had no grade A hotels and standards were slipping as it came under pressure to cater for cheap, short-season mass tourism.
Since then, however, several factors have brought about a resurgence of the town, both as a resort and as an urban entity with its own strong dynamic.
Housing pressures in Waterford, and the decentralisation of several Government Departments to that city, have brought new blood and energy to the Tramore community. Young families have moved in and social, sporting and cultural facilities have expanded. Investment has poured in, too, with visible consequences.
Mr Joe O'Shea, a Town Commissioner, attributes much credit for the resurgence to the urban renewal incentive scheme. Buildings have been restored and hotels expanded and upgraded.
The season has become much longer, starting in April and lasting into October, he points out. There is also a lively winter business, as the popularity of golfing packages has grown.
The takeover and revival of Tramore Racecourse by local entrepreneurs has also been a major factor. "Tramore had the big race crowds years ago and let that business fall away," he says.
"Now we're already taking bookings for the four-day racing festival of August next year, which is very unusual."
The county council has invested some £300,000 to upgrade the Strand Road and the broad promenade which fronts the resort's three miles of sandy beach.
Meanwhile, the demands of the town's population influx have created new market opportunities.
Mr Pat Hartley, a young chef, is typical of the younger breed of entrepreneurs who have seized on the new potential. He moved to Tramore three years ago, "fell in love with it" and decided to stay.
He opened his small, medium-priced bistro on a Friday, found the restaurant, to his surprise, full on the Saturday, "and it's been full since".
With no local industrial base, the high-season tourism trade is still central to Tramore's economy and to the employment opportunities for its young people.
The type of tourist coming to Tramore has altered during the last five years. Younger people and younger tastes are being catered for, with some of the town's traditional pubs becoming known far and wide as high-class music venues. Surfing and canoeing clubs also have strong followings.
House-building is at an unprecedented level, with some 400 units under construction or planned. Many are holiday homes, but Tramore is substantial enough to absorb this development without having its intrinsic character eroded.
"It must be the fastest-growing town in Ireland," observes Mr Dan Cowman, chairman of Tramore Town Commissioners. Like his fellow commissioners, however, he sees the need for some industrial projects to round off the town's development.
Land reserves at the top of the town have been earmarked for such projects and will be serviced with a view to attracting industrial investors. The town commissioners are also pressing for Government sanction for a new sewage treatment plant to cope with Tramore's swelling population.
Tourism will remain the town's principal revenue earner, but the pattern is changing. Tramore Tourism, a voluntary organisation set up as a joint marketing venture by the town's accommodation and catering interests, has specific aims.
Its chairman, Mr Shane Rossiter, says: "Our ambition is to lengthen the season. We would like to get people in from the beginning of March." The golfing facilities in the town and its regional hinterland are a big factor in this drive, American visitors are now coming specifically on golfing tours.
Walkers and anglers are also specific targets of the tourism marketing drive. The historic Doneraile Walk, an eight-kilometre scenic route first laid out in the 18th century by Lord Doneraile, has now been redeveloped and signposted.
The resort, says Mr Rossiter, is particularly attractive in the spring and autumn, "and that's when you get your overseas visitors now". But the domestic holiday pattern is changing also. "The trend now with Irish people is to take a holiday abroad, and then take short breaks at home throughout the year," he points out.