Fáilte Ireland’s Merrion Square project has been chosen as one of twenty cases of innovation and best practice by the European Commission in a new report titled “Enhancing the Competitiveness of Tourism in the EU”.
The report contains 20 examples of tourism projects across Europe that have utilised best practice when implementing tourism projects which have led to increasing the competitiveness of the tourism industry across Europe.
Each of the 20 cases broadly illustrates one of four major themes: extending the season and diversifying the supply of tourist services; training, skills development and building capacity; developing the use of ICT and marketing and promotion.
The Minister of State for Tourism and Sport Michael Ring T.D. said: “I welcome the inclusion of the Merrion Square project in this report. It is a clear indication that Ireland’s tourism sector recognises the need to develop innovative new product offerings to enhance our competitiveness as a visitor destination.”
The Merrion Square project was chosen under the marketing and promotion theme as an example of a tourism project which used innovation to improve the basic market proposition and exploit new marketing tools.
Speaking about the project, Mary King of Fáilte Ireland’s Research team explained: “We are delighted to have been chosen as one of only 20 case studies highlighted in this report. The Commission particularly referenced the project’s marketing strategy emphasising how the innovation process adopted by the project generated its own publicity which resulted in extensive media coverage and cost effective use of social media.”
According to the report the project aimed to stimulate innovation in the nature of its offer by working with a broadly-based set of stakeholders in a structured programed designed to generate and test new ideas. By highlighting these examples of how policy can be put into action the report aims to support other countries and cities across Europe to develop similar approaches.