Speaking of the increasingly price-conscious market brings me back to another of the key messages from the review group, that the greatest challenge facing the tourism industry is to restore its competitiveness. Restoring competitiveness must be a common goal for the entire Irish economy, but it is especially important for the tourism sector which has to compete internationally for its customers. From a marketing perspective, it is vital for the sustained development of tourism that the industry continues to deliver the quality of holiday experience that tourists to Ireland have come to expect.