Text 11. Tourism Promotion – Bord Failte

Bord Failte-Irish Tourist Board

The main day-to-day responsibility for the promotion of Irish Tourism is delegated to an executive agency – Bord Failte Eireann (The Irish Tourist Board).

Bord Failte’s core mission is, through international marketing and promotion, to maximise foreign tourism revenue in Ireland, thereby contributing to job creation throughout the economy. To support and further this objective, Bord Failte also encourages and assists product development to meet tourism demand.

General Tourist information, details of Tourism Information Offices at home and abroad and information on support services for the Tourism industry are available from Bord Failte.

The core mission of Bord Failte is to optimise Ireland’s revenue from tourism, and create additional employment, by marketing Irish tourism internationally in the most efficient and effective manner.

In delivering this core mission, Bord Failte will:

1.Help others engaged in marketing Irish tourism abroad to develop their competence and effectiveness.

2.Actively sell and promote Ireland overseas in countries where target markets have been identified bodies in the private sector of Irish tourism.

3.Help the industry in Ireland to develop its product and marketing expertise.

4.Provide information to assist decision making by Government, marketers, investors and managers in the industry, plan and execute integrated programmes to achieve the Government’s targets for the tourism sector’s contribution to the Irish economy and to Irish life.

5.Carry out these tasks to the highest standard, and thereby be seen to rank among the best National Tourism Organisations.

6.Achieve our objectives through the efforts of expert, well-motivated, high-achieving people, and operate our human resource policies accordingly, paying particular attention to effective participation and involvement within Bord Failte.

7.Communicate constantly with industry interests in Ireland and abroad, to help integrate our efforts and measure our performance.