land of medieval monasteries and Celtic legends, Ireland has always been a popular holiday choice for Americans. A warm and welcoming place, it offers some of the most beautiful scenery in the world, as well as a rich cultural heritage and a buzzing, modern lifestyle. In 2000, it received close to a million visitors from the U.S.

Kildare Hotel and Golf Club is the venue for the 2006 Ryder Cup.

Tourism is a growing business. The total number of visitors has shot up from roughly three million in 1990 to more than six million in 2000. It follows a concerted marketing effort by the Irish tourism authorities overseas. Though figures have dipped because of the global downturn, and fallout from 9/11 – U.S. visitor numbers are down 21 percent this year – the long-term trend is set.

JOHN O'DONOGHUE Minister of Arts, Sport and Tourism

John O’Donoghue, Minister of Arts, Sport and Tourism, says the aim is to increase tourism by five percent every year through to 2006. He is keen to see more Americans visit the country, particularly the large Irish American community, which has both family ties and historical interests.

Another key thrust is the burgeoning British market. Here, Mr. O’Donoghue cites the positivity surrounding the peace process. “There is no doubt that the UK represents big potential for Ireland, and the peace process has given added impetus to that campaign,” he says. “Relations between Ireland and England have matured and this is an advantage to the industry.”

With a joint marketing effort between the north and the south, Ireland looks in good shape to meet its objectives. As well as raising visitor numbers, these include building a national sports stadium, an international conference venue and a new national theater plus improving the overall infrastructure.

Waterford Crystal has built a world-class reputation.

A major lure for Americans is the golf. The country has 378 golf courses, including many championship courses. In 2006, Ireland will host the Ryder Cup – the biannual golf tournament between Europe and the U.S. It is only the second time the event will have been held in Europe outside of the UK.

The K Club – the Kildare Hotel and Golf Club – was chosen as the venue for the Ryder Cup, a great honor for the exquisite estate that dates back to 550 AD. The property includes Ireland’s finest golfing facilities, plus understated luxury and world class fishing, just a short drive from Dublin.

Ray Carroll, General Manager of the K Club, says the resort’s location is a major advantage but its “secret weapon” is its staff. He believes the club has capitalized on the renowned Irish sense of hospitality. While it is a very exclusive place – and very expensive – most guests feel at home when they arrive.

“What we have tried to do is take the best we can have by way of art, carpets, rugs, furniture, sheets, bed linen, whatever it happens to be, food or service, and then put an Irish stamp on it,” he says.
Mr. Carroll admits that business will be good in the run up to the Ryder Cup, but the event should also benefit the rest of the country. “There will be a huge upturn in demand because of the Ryder Cup being played here,” he says.

In the coming decade, in fact, sport will take center stage. The country is also set to host the 2003 Special Olympics, the 2007 rugby world championship, and has launched a joint bid with Scotland for the 2008 European soccer championships.

MICHAEL SMURFIT Chief Executive of Jefferson Smurfit Group

According to Dr. Michael Smurfit, Chief Executive of Jefferson Smurfit Group, an international print and packaging firm that also owns the K Club and is a major golfing sponsor, the Ryder Cup will be the icing on the cake.

Since the Jefferson Smurfit Group took over in 1988 the K Club resort has undergone substantial re-development. “There is a new 18-hole golf course that is currently under construction. When that project is finished, which will be at the end of 2003, then the vision and dream will be complete.”

Dublin’s rich culture and colorful architecture is a potent mix.

Quality is not hard to find wherever you are in Ireland. One of the country’s top hotel groups, Fitzpatrick Hotels, a family-owned operation that also has hotels in the U.S., has carved out a name for offering personal service and attention to detail. John Fitzpatrick, Chief Executive, thinks Ireland can meet its tourism goals. “Ireland is still blooming,” he says.

The close association with the U.S. will always play an important role too. Waterford Wedgwood is regarded as one of the world’s finest crystal brands, with a huge slice of the American market. Its visitor center attracts over 350,000 people every year, making it the fourth most popular tourist attraction in Ireland. Redmond O’Donoghue, Waterford Wedgwood Chief Executive, says quality has long played a part in the company’s fortunes. “Waterford is the quintessential Irish-American brand,” he says. “It has its home and heart here.”