Sir, - In his letter of February 26th, Bill Tinley quite rightly points out the anomaly in Bord Failte's campaign to attract the "high yield" tourist. Other tourist authorities have recognised the importance of youth tourism, both in its own right and as the nursery of the high spending visitor of the future.
The British Tourist Authority publishes a guide aimed specifically at the 18-30 year old market; acknowledging this as an investment in the future. Scotland publishes a backpackers' guide. France devotes many pages on its Internet site to youth tourism, giving information on all aspects of France as a destination for young people. In Australia the Government has set up a forum, bringing together all parties with an interest in youth tourism, and has given this forum a grant of AUS$4 million to research and develop this market. All are countries with mature tourism industries and all recognise the importance of youth tourism.
Bord Failte's drive for the high spending tourist is only anomalous if it promotes this segment of the market exclusively; if success is measured in pound notes taken on the day. The beer companies have recognised the problem; as the average age of the pint drinker goes up, the spend on marketing to youth increases. An investment in the future.
The vast majority of the back packers visiting Ireland come from the AB socio economic grouping. As Bill Tinley says, these visitors have money to spend. They just spread it more widely, spending less on accommodation so that they have more to spend on other things. Ask any shop selling sweaters.
It is estimated that overseas hostellers spend well in excess of £100m annually in Ireland - a not insignificant sum. This £100m is the "counting the pound notes on the day" factor. More important from a national point of view is the fact that these students and young people of today are the high spending visitors of tomorrow.
In his reply to a question in the Dail from Mr David Andrews TD, the Minister for Tourism cited the example of the tourist who will stay one night in Ashford Castle, and the next night in a holiday hostel. It does happen, but not often. It would serve tourism better if the Minister thought for some time about the tourist who stays in a holiday hostel this, year, but will return in ten years time to the Ashford Castles of this country. - Yours, etc.,
Chairman,
Independent Holiday Hostels, 57 Lower Gardiner Street,
Dublin 1.