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Northern Ireland's tourism spin-off from the border shopping boom
Monday, 26 October 2009
Today is a bank holiday in the Republic and a pound is worth around 92c. Throw in historically cheaper prices on this side of the border, and southern shoppers are expected to descend on towns such as Enniskillen and Newry to stock up on the goods that are much cheaper here — and even start filling their boots with Christmas presents.
In Newry, temporary road signs have been put up to ease the strain on the usually-overworked Dublin Road. Peter Murray, manager of the city’s Buttercrane Centre, said even the weekend was busier than usual and that he hopes the continuing weak sterling will help the city ride out the recession.
Buttercrane, and the city’s Quay’s Centre, experienced boom-time last year when the exchange rate — at one point, pound-euro parity — meant southern shoppers couldn’t stay away. “Last year was an exceptional year, and if we achieve that again, we will be reasonably happy,” Mr Murray said.
A new junction of the city’s bypass will open temporarily in December to ease the flow of traffic into the city in December.
Cathal Austin, manager of the Quay’s Centre, said the city’s merchants never forget that retail in a border region is a cyclical business. “In years gone by we have watched Dundalk at the top of the cycle. Now Newry is benefiting from a reverse cycle. The big task for us now is to ensure that we give people added value and something extra that keeps them coming back,” he said.
But the Northern Ireland Tourist Board has argued that cross border shopping is just one side of the pound coin, of which 7m were estimated to have been spent in Northern Ireland last year as a result of the strong euro.
A two-year campaign to increase overnight trips from the Republic seemed to pay off — last year, visitors were up by 14% to 45,000, with the number of holiday trips up 26% and people staying even longer with an average stay of two-and-a-half nights.
Laura Harvey, director of corporate development at the NITB, said: “People are not just coming up for the day to shop. They are staying overnight, meaning they are coming and experiencing restaurants, hotels and our key attractions.
“Previously there was a lack of awareness of what there was to see and do — but we have invested significantly in a big marketing push.
“We moved out our promotional material into shopping centres in places like Newry, Enniskillen and Banbridge.”
And travel expert Simon Calder said: “Canny travellers from elsewhere in the UK have already worked out that Northern Ireland offers a remarkable diversity of attractions, both natural and man-made, plus a warm welcome, and all in a place where the pound is still worth a pound.”
He said the reopening of Belfast’s City Hall and Ulster Museum would also give the city’s tourist potential a boost.
John McKenna, Belfast-born author of the Bridgestone Guide to food, drink and accommodation in Ireland, said Belfast’s St George’s Market was an important stop on the tourist trail.
“It’s one of the leading food attractions in the whole country, up there with Temple Bar Market or Dun Laoghaire market. It’s got music, places you can sit and eat — there is nowhere quite like it.”
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Bemused's argument doesn't stack up - hotels in the south are offering ridiculous cut price deals - but still HOLIDAY visitors from ROI are increasing substantially to Northern Ireland.
It seems to me, as a marketing professional, that the NITB has taken a great opportunity of a good Euro exchange rate and maximised their marketing efforts to make the most of it for NI - and well done to them its working.
As for GB - i believe it is marketed too under an all island banner as a result of the Good Friday agreement - so i'd guess we are suffering as a result of people thinking we are a euro zone.
Posted by Not Bemused | 29.10.09, 20:11 GMT
Sam, with a benefits system that will pay better than a minimum wage job all people on a low salary have to motivate them to work is self respect and for a lot of people that is lacking. In Norway for example beneifts as a percentage of the average wage are extremely high, but the stigma of someone not working is such that people will not spend 18 years on the dole if they can avoid it. FAS courses is throwing good money after bad!!! Forced labour cleaning streets and roads would be better.....
Posted by Dub | 27.10.09, 19:12 GMT
South Armagh is benefiting from this boom too. People seem to forget that The Quays and The Buttercrane Centre are in South Armagh. Boy have times changed.
Posted by Ti Chulainn | 27.10.09, 17:14 GMT
Darren, did you ever hear the expression "a voice crying in the wilderness"?
Posted by Centaur | 26.10.09, 19:56 GMT
While I agree with Darren, nobdy is listening. I know a lad who has been on the dole since he left school 18 years ago, never had a job, being long term unemployed was sent on every FAS course possible, has a new council house, medical card and does nixers on the side. He refuses to shop in the South, goes to Sainsburys on Monday for shopping and alcohol when people are at work and the route North is quiet. How can you fix a system like this that is so badly broken?
Posted by Sam | 26.10.09, 19:03 GMT
A little pedantic maybe but perhaps the first sentence should read 'the euro is worth around 92p'.
Posted by ed | 26.10.09, 15:27 GMT
There is an old saying"short term gain long term pain" - Shopping up the North is cheaper but the impact of people residing and paying taxes in the South will only exaserbate the worstening economic situation in the Republic. The Irish govenrment will be forced toplug an ever widening hole in the public finances. If they lose tax revenue to cross border shopping we will see the introduction of rates, water charges, reduction in pension contributions, etc - a re think is required here as the current Irish government is faced with the worst economic situation since the foundation of the state. We all must play a part in its recovery or our children's children will be left with a terrible burden all because of our greed during the "Celtic Tiger" years.
Posted by Darren | 26.10.09, 12:27 GMT
The marketing has nothing to do with the increased visitors from ROI. Competitive exchange rate conbined with ROI hotels charging extortionate prices have led ROI residents to head to Northern Ireland due to its convenience. Hence ROI residents going overseas is down 11.5% Jan-Aug in comparison to 2008. As to Laura and Simon's 'expert' comments-can either explain why the other visitor markets to Northern Ireland have collapsed this year (Yes, Simon, that includes the 'canny' travellers from GB)?
Posted by Bemused | 26.10.09, 08:48 GMT