THE Shannon Region must not be complacent in generating tourism in 2012, following the announcement of an increase in visitors last year, the national tourism development authority Failte Ireland, has warned.  About 150 were in attendance at a tourism industry briefing held by Failte Ireland and Shannon Development in Limerick recently when it was announced that the Wild Atlantic Drive would be introduced.

The initiative is aimed at repackaging the region as a tourist destination and will consist of a themed and packaged driving trail running along the Western seaboard from Donegal to West Cork, encompassing Limerick and Clare.  
Failte Ireland stressed that hard lessons had been learned and the momentum of driving tourism to the region would need to be continued.  “Although 2011 was an encouraging year, there is no room for complacency,” said CEO Shaun Quinn.  “We must all remain focussed on doing all we can to maintain a momentum towards recovery.  
“Through a mixture of marketing, supporting tourism businesses and developing attractive tourism destinations, will work closely to boost the full potential of the Shannon region in 2012”.  Highlighting Shannon Development’s tourism plans for 2012, Pat Daly, tourism division manager, said that the agency will aim to build on the new route development fund for Shannon Airport.  “The second element of strategy is setting regional targets to be met and delivered in conjunction with our Shannon Region tourism trade across festivals, events, visitor attractions and accommodation owners”.

Pictured at the Fáilte Ireland regional industry briefing for Shannon region which was held at the Strand  Hotel, Limerick were (l. to r.): John O’Shea, Feile Brian Boru 2014; Fiona Monaghan, Fáilte Ireland; Jim Kelly, CIE Tours and Sean Lally, Strand Hotel, Limerick.