Business Irish

Saturday 20 January 2018

Ireland 'too expensive to be a premier league destination'

Kenny Jacobs, Ryanair's Chief Marketing Officer
Kenny Jacobs, Ryanair's Chief Marketing Officer

Gordon Deegan

IRELAND can increase tourist numbers by 50pc to 12 million in the next five years if we do the right things.

That is the view of Ryanair's marketing guru, Kenny Jacobs who told a conference yesterday however that Ireland as a tourist destination is not "premier league" as its too expensive.

Speaking at the 7th Annual Tourism Policy Workshop at Dromoland Castle in Co Clare, Mr Jacobs said that Ireland must strike "an amazing, never-been-done-before deal with AirBnB" to address the room shortage in the industry.

"We don't have a premier league tourism product. It is very, very good but we can make it better," said Mr Jacobs.

"The principal reason is that we are really, really expensive and there are a lot of countries that offer similar to what Ireland offers but much cheaper," he said.

He added that Ireland was already the fifth-most expensive place in the EU to visit.

"Dublin is a very expensive city to come and visit. If this gets worse, it is going to be a massive factor," he said.

"It is all about value for money. The Irish product is good, but it is not good enough to sustain people coming here paying €6 for a pint."

Irish Independent

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