Failte Ireland Food and Drink Policy
Strengths
Weaknesses
Opportunities
Threats
Increase in food expectations
Increase social media use
Mainstreaming of food in tourism
Low % of culinary tourism
Expected growth in culinary and secondary food tourists
Good food experience is not primary motivation to visit Ireland
Food can create good memories
Establish memorable tourism experiences across the key brands
Deliver visitor-centered world-class food & drink experiences
Established key brands already exist, i.e. Wild Atlantic Way, Ancient East, Dublin, Hidden Heartlands
Recogniseable "hero products" in place, e.g. Cliffs of Moher, Guinness Storehouse
Ireland's unique larder
Use food as a tangible expression of our local culture and heritage
Reputation for warm welcome and natural abundance
Prevailing stereotypes do not reflect reality
Lack of emphasis on fish
Range of food not considered extensive
Low pre-visit expectations
Poor knowledge around Ireland's food heritage
Restrictive regulation around sale of alcohol
Lack of high quality food offerings at high density tourist sites
Lack of understanding of value of improving and localising food offering
Lack of collective identity surrounding Irish food & drink
General apathy around benefit of high quality local food
Lack of cross-selling and local networking
Lack of optimal use of digital tools
Brexit
Good 'Green' creditials
Fresh, natural produce
Diverse range of producers and restaurants
Wide variety of distilleries and breweries
Many mobilised food networks
More industry advocates with a consistent narrative around food