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