Visitor attitude surveys continue to find that Ireland is still highly rated for the beauty of its scenery and for the friendliness and hospitality of our people, indicating that our traditional welcome is much appreciated. In a high wage, high productivity economy like ours, we need to encourage a relentless pursuit of higher standards in all aspects of tourism as a competitive response to lower cost alternatives in other holiday destinations. This brings to mind an event I attended last week in the National Museum where I was asked to present Fáilte Ireland's Irish welcome awards. The Irish welcome is the trademark that represents us to the world at large. It is treasured and we are famous for it at home and abroad.