INTRODUCTION: TOURISM NOWADAYS

Nowadays Ireland is completely different to the country it was twenty years ago. Things
have considerably changed and that has been noticed in the tourism industry which
has had to evolve and adapt to the current tourist needs and to the new products
offered by the competing destinations.
In this new context, Dublin has turned out to be the most important tourism destination
in the country. The main advantage of a strength destination such as the Irish capital is
that it has become a consolidated gateway for visitors entering to Ireland.
That contributes to the increase of the tourism in neighbouring regions because the small
size of the country allows to see different landscapes and tourist attractions in a
relatively short distance in comparison with other tourist countries such as Spain.
Dublin is already a successful urban tourism destination but the aim of this paper is to
know how the policy formulated by the Irish public sector contributes to the
development and consolidation of the tourism in the capital.

Turismul in zilele noastre

n zilele noastre, Irlanda este complet diferit fa de ara n care era acum douzeci
de ani. Lucrurile s-au schimbat considerabil i schimbarile au fost observate n industria
turismului, care a trebuit s evolueze i s se adapteze la nevoile turistice actuale i la noile
produse oferite de destinaiile concurente.
n acest nou context, Dublin s-a dovedit a fi cea mai important destinaie turistic din
ar. Principalul avantaj al unei destinaii de for, cum ar fi capitala irlandez, este faptul c
a devenit o poart pentru intrarea vizitatorilor n Irlanda majoritatea turistilor ajung intai in
Dublin si apoi merg sa viziteze restuil tarii. Aceast lucru contribuie la cre terea turismului n
regiunile nvecinate, deoarece dimensiunile mici ale rii permit s se vad peisaje i atrac ii
turistice diferite la o distan relativ scurt n comparaie cu alte ri turistice cum ar fi Spania.
Dublin este deja o destinaie turistic urban de succes, dar scopul acestei lucrri
este de a afla cum politicile formulate de sectorul public irlandez contribuie la dezvoltarea i
consolidarea turismului n capital.

3.1. ECONOMIC CONTRIBUTION OF THE IRISH TOURISM

In Ireland over the past decade, there has been much development in the area of
tourism and currently this industry is undoubtedly a major contributor to the national
economy. The Irish tourism industry began to grow significantly when the Irish
Government took an active role in promoting it in 1987.

Contributia economica a turismului irlandez

n Irlanda, n ultimul deceniu, s-au nregistrat multe progrese n domeniul turismului i
n prezent aceast industrie este, fr ndoial, un factor major de contribu ie la economia
naional. Industria turismului irlandez a nceput s creasc semnificativ atunci cnd
guvernul irlandez a jucat un rol activ n promovarea acestuia n 1987.

Principalele piee de intrare pentru Irlanda, 2015

Tara/Zona Numarul de turisti %
(1000)
Marea Britanie 3346 35.12
Europa continental 2880 30.23
Franta 471 4.94
Germania 609 6.39
Italia 304 3.19
 Spania 322 3.38
Olanda 174 1.83
Belgia 121 1.27
Danemarca 66 0.69
Suedia 64 0.67
Elvetia 105 1.1
Austria 53 0.56
Norvegia 58 0.61
Polonia 161 1.69
Restul Europei 373 3.91
America de Nord 1294 13.58
Statele Unite ale Americii 1129 11.85
Canada 165 1.73
Restul lumii 516 5.42
Australia, Noua Zeeland & Oceania 205 2.15
Alte zone 312 3.27
Total (dincolo de mare) 8036 84.34
Irlanda de Nord 1492 15.66
Total (in afara statului) 9528 100
Sursa: Failte Ireland, 2015
Tourism Revenue in Ireland, 2006

Market Revenue (m)

Britain 1372,4
Mainland Europe 1354,5
North America 815,1
Rest of World 267,1
Total Overseas 3809,0
Table 3.2. Tourism revenue in Ireland, 2006
Source: Department of Arts, Sport and Tourism, 2007

Venituri din turism in Irlanda in 2015

Zona Venit (m)
Marea Britanie 1017,90
Europa continentala 1555,30
America de Nord 1199,70
Alte zone 492,60
Total 4265,30

Ireland receives a considerable amount of money from tourism. The markets with a
higher level of expenditure are Britain and Mainland Europe. The North American
market used to be the one with highest spending level but due to the deprecation of the
Dollar this is changing.

Irlanda primete o sum considerabil de bani din turism. Pieele cu un nivel mai ridicat de
cheltuieli sunt Marea Britanie i Europa continental. Piaa nord-american a fost cea cu cel
mai mare nivel de cheltuieli, dar din cauza deprecierii dolarului, aceast lucru este variabil.

It is important to find out that the Irish Government receives an additional 30, 2 cent in
tax revenue for every Euro spent by foreign visitors in the country, so the contribution
of the tourism to the Irish economy is a clear fact.
Also, the tourism industry forms the 4, 6 % of the GNP (Gross Net Payments), which is
a significant amount for a young destination such as Ireland.

Este important s aflm c guvernul irlandez primete nc 30, 2 centi de venituri fiscale
pentru fiecare euro cheltuit de vizitatorii strini n ar, astfel nct contribuia turismului la
economia irlandez este un fapt clar. De asemenea, industria turismului formeaz 4,6% din
PNB (pli nete brute), ceea ce reprezint o sum semnificativ pentru o destinaie tnr,
cum ar fi Irlanda.

3.2. STRUCTURE OF THE TOURISM IN IRELAND

Irish tourism is formed by public and private organisations. According to the aim of this
paper, a more in-depth description will be made of the public sector organisations since
these have direct responsibility for tourism and some of them are in charge of the
tourism policy or they are directly involved in it.
The following graphs aim is to help to comprehend further the structure of each sector
in the Irish tourism industry.

Structura turismului in Irlanda

Turismul irlandez este format din organizaii publice i private. n conformitate cu scopul
acestei lucrri, se va face o descriere mai detaliat a organizaiilor din sectorul public,
deoarece acestea au o responsabilitate direct pentru turism, iar unele dintre ele sunt
responsabile de politica n domeniul turismului sau sunt direct implicate n acest sector.
Scopul urmtorului grafic este de a contribui la nelegerea n continuare a structurii fiecrui
sector n industria turismului irlandez.

Figure. 3.1. Structure of the tourism in Ireland

Source: made by the author

Faci tu aici schema

3.2.1 PUBLIC SECTOR: National level

3.2.1.1. Government
Department of Arts, Sport and Tourism
The departments main function is to formulate national tourism policy and integrate it
in the overall development of the country. Also, it manages funding issues and the
REGIONAL
LEVEL:Dublin County
LOCAL LEVEL:
Dublin city
- Office Public Works
- Airport Authority
- Regional Tourism
Authorities
- Dublin Tourism
- Dublin Convention
Bureau
PUBLIC
SECTOR
- Dublin City Council
- Dublin Development
Board
PRIVATE
SECTOR
- Irish Tourist Industry
Confederation
- Other private
Associations

4.2.1. FACTORS DETERMINING DUBLINS SUCCESS AS AN

INTERNATIONAL URBAN TOURISM DESTINATION
A number of reasons have influenced the success of tourism in Dublin.
In 1991, Bord Filte supported the idea of promoting Dublin as a short-break
destination. Bord Filte succeeded in convincing carriers in twelve different
destinations to include Dublin in their city breaks brochures.
The retail sector agreed to contribute in a specific promotion that would have direct
benefits for the trade, so it contributed to the marketing strategy for the capital.
Dublin Tourism established a common marketing strategy of the then significant day
visitor attractions.

The liberalisation of the air routes was vital for the development of the tourism both in
Ireland and in Dublin. Firstly, Ryanair lowered the cost and augmented the frequency of
air transport and secondly, as a result of a change in government policy, direct flights to
and from the USA where authorized.

FACTORI CARE DETERMINA SUCCESUL ORASULUI DUBLIN CA O DESTINATIE

INTERNATIONALA DE TURISM URBAN

O serie de factori au influenat succesul turismului n Dublin. n 1991, Bord Filte

(Autoritatea Naional pentru Dezvoltarea Turismului) a susinut ideea de a promova Dublin
ca destinaie de scurt durat. Bord Filte a reuit s conving transportatorii din
dousprezece destinaii diferite sa includ Dublin n brourile de city break. Sectorul
comerului cu amnuntul a fost de acord s contribuie ntr-o promovare specific care ar
avea beneficii directe pentru comer, astfel c a contribuit la strategia de marketing pentru
capital. Organizatia de turism din Dublin a stabilit o strategie comun de marketing pentru
atraciilor turistice semnificative la momentul respectiv.
Liberalizarea rutelor aeriene a fost vital pentru dezvoltarea turismului att n Irlanda,
ct i n Dublin. n primul rnd, Ryanair a redus costul i a mrit frecvena transportului
aerian, iar n al doilea rnd, ca urmare a unei schimbri n politica guvernamental, au fost
introduse zboruri directe ctre i dinspre SUA.
Traffic flows in Dublin airport, 2007
Year Passengers (000) Turnover (m) vezi ca nu am gasit date recente, doar din
2015
2005 24,483.000 525
2006 27,846.000 591
2007 30,088.000 623
2015 30,088.000 680

Table 4.5. Traffic flows in Dublin airport, 2007

Source: Aer Rianta,2007

Dublin Airport is nowadays Irelands busiest airport and the fourteenth busiest in
Europe in passenger numbers. In 2006 the estimated number of passengers was more
than 20 million with eighty airlines serving more than 150 international destinations.
The figure above, show the evolution in number of passengers at Dublin Airport, as
well as the revenue obtained from those. The year 2007 represented the sixteenth
consecutive year of growth in passenger numbers at Dublin Airport. The 10 % rise in
passenger to 30 million has maintained Dublins position as one of Europes fastestgrowing
airports.

Aeroportul Dublin este astzi cel mai aglomerat aeroport din Irlanda i cel mai aglomerat
aeroport din Europa n numr de pasageri.????verifica daca asa e???? n 2006, numrul
estimat de pasageri era mai mare de 20 de milioane, cu optzeci de companii aeriene care
deservesc peste 150 de destinaii internaionale. Figura de mai sus arat evoluia numrului
de pasageri la aeroportul din Dublin, precum i veniturile obinute din acestea. Anul 2007 a
reprezentat al aisprezecelea an consecutiv de cretere a numrului de pasageri de la
Aeroportul din Dublin. Creterea cu 10% a pasagerilor la 30 de milioane a meninut poziia
Dublinului ca fiind unul dintre aeroporturile cu cea mai rapid cretere din Europa.

The turnover has also had a very significant increase.

On sea routes, larger ships and high speed ferries were introduced and there was an
increase in the number of routes offered between Ireland and Britain. That enhanced
the services offered by Stena Sealink and Irish Ferries, the two main companies.
Besides, Dublin continues to experience a programme of extensive and attractive
urban renewal. For instance, the creation of more streets for pedestrian use enabled
the visitors to discover the city in a better way rather than on a tourist sightseeing bus.
Also, the enhancement of the illumination of significant buildings in central areas like
OConnell Street has gradually improved the citys image.
In conclusion, market research has shown that visitors mainly come to Dublin for the
atmosphere and the friendliness of the locals. Then, also the visitor attractions in the
city must provide an authentic Dublin experience linked to what the tourists expect
when come to the Irish capital.

Cifra de afaceri a avut de asemenea o cretere foarte semnificativ.

Pe rutele maritime au fost introduse nave mai mari i feriboturi de mare vitez i s-a
nregistrat o cretere a numrului de rute oferite ntre Irlanda i Marea Britanie. Aceast lucru
a mbuntit serviciile oferite de Stena Lines i Irish Ferries, cele dou companii principale
de transport maritim.
n plus, Dublin continu s experimenteze un program de rennoire urban extensiv
i atractiv. De exemplu, crearea mai multor strzi pentru utilizarea pietonal a permis
vizitatorilor s descopere oraul ntr-un mod mai bun dect ntr-un autobuz turistic. De
asemenea, mbuntirea iluminrii cldirilor semnificative din zonele centrale precum strada
O'Connell a mbuntit treptat imaginea oraului.
n concluzie, cercetarea de pia a artat c vizitatorii vin n principal n Dublin pentru
atmosfera i prietenia localnicilor. Apoi, i atraciile vizitatorilor din ora trebuie s ofere o
experien autentic n legtur cu ceea ce ateapt turitii atunci cnd ajung n capitala
irlandez.

Cristina Mass Riera

49
One project to highlight is the current revitalization of the Docklands area which will
spread the numbers of tourists across a bigger area and will alleviate overcrowded
areas such as Grafton Street and Temple Bar. Thus, visitors will be able to enjoy a less
congested environment and that will allow a more deep contact with the city, its
characteristic charm and their inhabitants.
The urban renewal in the city has directly contributed to the success of the tourism and
areas in decay such as Temple Bar would have not become such a popular tourist area
without an extensive rejuvenation process.

Un proiect care trebuie subliniat este revitalizarea zonei Docklands, care va rspndi
numrul turitilor ntr-o zon mai mare i va atenua zonele supraaglomerate precum Grafton
Street i Temple Bar. Astfel, vizitatorii vor putea s se bucure de un mediu mai puin
aglomerat i care va permite un contact mai profund cu oraul, farmecul su caracteristic i
locuitorii si.
Rennoirea urban din ora a contribuit n mod direct la succesul turismului i a
zonelor afectate cum ar fi Temple Bar, care nu ar fi devenit o zon turistic att de popular
fr un proces extins de ntinerire.