Irish tourism jumps out of the frying pan and into the fire – 2022 looks like make or break

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In February of last year, hotels, restaurants, airlines, coach tour operators, activity providers and visitor attractions were prepping for another bumper season.

Instead, they got the crisis of their lives. Covid brought a bashing that was biblical in its scale. Up to 100,000 jobs gone. Zero overseas visitors. A €13.4bn drop in revenue, according to the Irish Tourist Industry Confederation (ITIC).

Welcoming the additional funding allocated to Tourism Ireland in Budget 2022, Niall Gibbons, Chief Executive of Tourism Ireland, said: “We very much welcome the additional €35 million increase in the Tourism Marketing Fund for next year, allocated in Budget 2022, which demonstrates the Government’s continued commitment to Irish tourism in these extraordinary times. As we restart tourism from overseas, this additional funding will allow Tourism Ireland to ‘put our best foot forward’ and roll out a really strong programme of promotions throughout 2022.

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