IRISH TOURIST DEVELOPMENT

Traffic to An Saorstát since April 1st, 1925 shows a marked increase over past year. Agents generally regard the movement as most gratifying and look for still greater returns next season.

A conservative estimate of the number of Americans and Canadians visiting An Saorstát this tourist season would be at least 10,000. Taking $300 as a minimum expenditure per capita this tourist traffic means an influx of foreign capital in the neighbourhood of $3,000,000.

It will be seen, therefore, how important to An Saorstát is the development of this summer traffic, and how necessary it is that this valuable asset should be safeguarded and expanded by proper business organization and methods.

It is gratifying to report that a large proportion of the tourists to An Saorstát this year represent the highest types of Irish-American successful business and professional classes, many of whom are visiting Ireland for the first time. A large number of these sought an interview with the Trade Agent for the purpose of mapping out tours, enquiring as to hotels, etc. and looked forward with pleasurable anticipation to their Irish experiences. These travellers came from every State in the Union. It is interesting to record that a small proportion only of the tourists to Rome availed of the opportunity to include Ireland in their itinerary. In most cases this was due to failure of agents to include Ireland in their published Rome tour itineraries. Excuse may be found in the fact that Irish tourist literature was not available in time to attract attention. It is most important to bear in mind that all Irish tourist literature should be a season in advance. This was not possible this year, but an effort should be made to have fixed itineraries, as to railway time tables, hotel rates, etc. etc. in hands of American tourist agencies at latest by September preceding the summer tourist season.

Tourist Literature

There should be one Irish clearing house for the distribution of tourist literature. If this is undertaken by the Irish Tourist Association steps should be taken to simplify and condense the information needed in one pamphlet, attractively jacketed, and artistically reflecting the glamor and spirit of the country. The poster, 'See Ireland First', has been severely criticised by some American advertising men as lacking in artistic and advertising qualities. On this side national advertising is frequently promoted by competition amongst artists. It might be well to consider whether the Irish Tourist Association could be induced to advertise for competitive posters for use in U.S.A., giving a liberal award to the winner. Such posters should be framed and ready to hang. It is waste of money to send out sheet posters to this country.

Having decided upon a clearing house in Ireland that will undertake the work of collecting and preparing tourist literature - pamphlets and leaflets, etc. - for distribution in the United States, the next question to consider is a clearing house in New York.

In a previous report I suggested the use of the Irish Trade Office as an Irish Travel Bureau. As this met with no response I later suggested the establishment in this city of an Irish Travel Bureau under the control of the Irish Tourist Association or some Irish railway company.

Reviewing this question in the light of further experience, I have to report that, in my judgement, such an Irish Travel Bureau should be established as a department of the Irish Trade Office.

The reasons are as follows: (1) An Irish Travel Bureau outside Government jurisdiction might possibly lapse into a private concern as a ticket agency. In any case it might be open to the criticism of favoritism in its relations with the various tourist agencies and would not command the prestige that a Government bureau would in the eyes of rival shipping companies and agencies. It would be a mistake to substitute for this office a private office, to which the shipping companies would have to turn for all information regarding travel in An Saorstát.

(2) The name 'Irish Travel Bureau' would be a valuable business asset for any individual into whose hands the Bureau would fall and might easily be appropriated for purposes other than the original purposes for which it was established. I would suggest that this, or some equally striking name, be registered by the Government, at Washington.

If it is decided to establish an Irish Travel Bureau department in this office, no time should be lost in the work of organization. This Bureau should be in a position this autumn to make connections in person and by letter with the various tourist agencies throughout the country. Irish tourist literature in sufficient quantities should be sent to this Bureau not later than October 1st.

As the Passport Office work will fall away during the autumn and winter months, I would respectfully suggest that Mr. O'Farrell should concentrate on the tourist development work during this period; circularize agencies, make personal visits, distribute available literature and advertising leaflets and posters, and attend personally to the work of securing for An Saorstát a prominent place in all itineraries published by the tourist agencies. Mr. O'Farrell's previous experience and his personal knowledge of the personnel of the various shipping and tourist offices would be of great value in stimulating the tourist traffic to An Saortstát in the coming season and help to place the traffic on businesslike and permanent foundations.