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2020 was supposed to be a year of steady growth for Irish tourism, the country’s largest
indigenous industry and biggest regional employer. The previous year had seen a record
number of international visitors at just under 10 million and the industry – when including
overseas visitor expenditure, domestic market spend, and fares paid to Irish carriers – was
worth €9.3 billion to the economy. The tourism and hospitality industry employed a
remarkable 265,000 people up and down the country, one in nine jobs nationwide.
And then Covid-19 hit; A public health issue first and foremost, Covid-19 presents shattering
economic challenges to Ireland and the country’s tourism and hospitality industry was hit
quickest and hardest. Shut for 4 months since mid-March and then opening by degrees – with
social distancing rules in place – Ireland’s air and sea carriers, hotel and accommodation
providers, attractions, tour operators, restaurants, vintners and many others face a
challenge like no other. With 75% of Ireland’s tourism economy based on international
visitation, and little realistically expected in 2020.. Such an existential challenge to
Ireland’s tourism sector requires a comprehensive strategy in order to recover, rebuild and
renew. The Irish Tourism Industry Confederation (ITIC), representing the leading tourism
and hospitality stakeholders across the public and private sectors, has set out a roadmap
for the future. Tourism: An Industry Revival Plan outlines 3 distinct scenarios for Irish
tourism in the years ahead, the best of which shows a recovery to 2019 levels by 2023 /
- However, this is predicated on the 45 policy recommendations within the strategy
being implemented in full (itic, 2020).
WITHIN ONE BRIEFING DOCUMENT, ANSWER THE FOLLOWING TWO QUESTIONS:
ASSIGNMENT QUESTION 1:
Outline and evaluate the impact of the Covid-19 pandemic on Irelands Tourism &
Hospitality Industry. (40 marks)
POINTS TO CONSIDER:
• Overseas visitors
• Fares to Irish carriers
• Domestic Visits
• N.Ireland Visits
• Data to substantiate your evaluation
ASSIGNMENT QUESTION 2:
Outline and assess one or two of the key strategic recommendations that the ITIC
have suggested in their revival plan post Covid-19. (60 marks)
POINTS TO CONSIDER:
Address at least 1 or 2 key strategic recommendations:
• Stimulating demand for Irish Tourism
• Re-establishing Ireland’s connectivity
• A competitive tourism economy
• Delivering a motivated and skilled workforce
• Securing appropriate Exchequer funding
• Ensuring concerted Government focus
• Data to substantiate your assessment
• Concept to assist with the strategic decision making: TOWS Strategic Matrix
• Knowledge and understanding of global issues relating to the Hospitality and
• Knowledge and understanding of the impact of global issues.
• Ability to assess key strategic recommendations for short- and long-term
strategies to minimise the impact of the issue.
Evans. (2015). Strategic Management for Tourism, Hospitality and Events. Oxon:
Cook, R. A., Hsu, C. H., & Taylor, L. (2018). Tourism: The Business of Hospitaloty
and Travel, Global Edition. Harlow: Perason.
itic. (2020). Tourism Industry Revival Plan. Dublin: itic.
Wetherley, P., & Otter, D. (2018). The Business Environment; themes and issues in
a globalizing world. Oxford: Oxford University Press.