The Minister for Tourism, Culture and Sport, Mary Hanafin TD, spoke about the importance of showcasing Ireland through golf tourism as Fáilte Ireland outlined its intent to maximise the potential of the  3 Irish Open for Ireland’s golfing and tourism sectors.
 
Minister Hanafin said 'the Irish golfing community meets and welcomes almost 150,000 visitors annually.  Golf is one of Ireland’s greatest tourist attractions, contributing an estimated €110 million to the economy. The Irish Open provides a wonderful window on Ireland – its golf and its people against a lush green landscape – that will appeal to the thousands who attend and the millions watching around the world. 
 
Redmond O’Donoghue, Chairman of Fáilte Ireland, emphasised that with a significant purse of €3m, a new prime-time slot on the European Tour and taking place just weeks before the naming of the European Ryder Cup team, the Irish Open can now claim to be one of the most prestigious tournaments in European golf. 
  

While the Irish Open provides an annual set-piece for showcasing Ireland as a premier golfing destination, Fáilte Ireland has been working over the last year with the golf industry, through a national Golf Forum, to put in place a number of initiatives that will support the industry in the challenging economic period. 
 
A new brand 'Time to Play', designed to rival competing destinations such as Scotland and Wales, along with the unveiling of Padraig Harrington as Ireland’s new Golf Ambassador have all helped to further position Ireland as a leading golf destination.  
 
  
To further highlight the new brand and the storytelling aspect of golf that differentiates Ireland from its competitors, Fáilte Ireland is calling for golf stories with a difference.  During the Irish Open, there will be a “Big Brother” style diary room in the Discover Ireland tent calling for visitors to tell their favourite golf story.  The winner of the competition will be involved in the new Discover Ireland golf advert.  
 
  
Fáilte Ireland has embarked upon a new approach to widen the appeal of the Irish Open and drive visitors to Kerry for the bank holiday weekend.  With the event moving towards a more family orientated approach, a major marketing drive has begun to encourage more people through the gate at Killarney Golf Club.  
 
The ‘Killarney Summerfest’ has moved  the festival forward to coincide with the Open and provide that added appeal for potential visitors.   In addition, Kerry tourism businesses have committed to a Customer Care Charter, similar to that developed for the Volvo Ocean Race in Galway last year.   The charter initiative, which is being rolled out in partnership with accommodation and food and beverage providers in Killarney, is designed to demonstrate that participating premises are ‘teed-up’ to welcome visitors to Killarney and Ireland during the Irish Open. The charter guarantees a comfortable, safe, informative and memorable experience as well as good value for money for all visitors during the event.