Mr. Paul Keeley:

Collaboration has rightly been described as something of which we must always be mindful. From our perspective, it is the bread and butter of what we do. I am very conscious that, in trying to unlock growth in the regions, the product lies in individual businesses and the warmth of the welcome lies in individual communities. As Mr. Quinn stated, we have put in place strategic partnerships with a number of the State agencies, including the OPW, the National Parks and Wildlife Service, Waterways Ireland and Coillte. More important, we absolutely welcome local authorities becoming alive to the potential of tourism as an economic engine in their counties. Having that appetite to engage with tourism is fantastic. We work on the ground with local authorities, Leader programmes, chambers of commerce, etc., to try to ensure that, in unlocking stretches of the Wild Atlantic Way or Ireland's Ancient East, the impetus comes from the ground up. Pride of place, a sense of place and a sense of everybody pulling together become critical. I would like to believe there is no complacency in this space at all. It is no coincidence that many of the tourism hotspots will also do well in TidyTowns competitions. There is no tension between the chambers of commerce and the local authorities. Everybody is pulling together. From our perceptive, the county jersey makes a lot of sense when trying to mobilise the supply side. It is not terribly relevant to international marketing but, in building from the ground up, working the networks hard is critical to the product development effort and unlocking the kinds of products and welcome that enable buyers to freshly programme new parts of the country. It is absolutely central to what we are doing.