Mr. Shaun Quinn:

Picking up on some of those points, I note that on the ground value for money increased about three or four years ago, but it has taken that long for the message to get out into the market. One can lose it very quickly and it can take a long time to get it back. I do not see a danger that we are going to go into reverse gear across the country at the moment, but there is a particular issue in Dublin between the canals around capacity at hotels. Occupancy is over 90%, which drives it. The knock-on concern would be that it could in some way tarnish the image of more competitive parts of the country where this is not happening - it has been multiple speed. That is an issue that will probably be rectified by the market. It is hard to believe that one might be looking for more hotels so soon in any part of the country, but Dublin certainly has an issue.

Regionality and seasonality are issues that have been with us for a number of years. Despite the total growth in numbers, we have probably not effected the change we would like to see in terms of regional spread and seasonality. In some parts of the country, the season is only six weeks. If one could extend that by a few weeks either way, one could sustain a number of extra jobs. Ms McManamy mentioned festivals and events and we would like to see more of them taking place in the shoulders. Many of them are taking place in the peak when people are coming anyway. If we could get a greater spread, it would be good.

Regional spread was behind our thinking when we conceived of the Wild Atlantic Way as a way to draw people and give them a reason to travel. It has resonated very well in the market so far. We think it will be very successful but, equally, we want to replicate it in the south and east. There is great opportunity and the early indications are that the messages going out on the west, south and east are resonating. We are on a rising platform.