While Ireland has never been at the cheaper end of the market, tourists have always enjoyed a feeling that they were getting a product of sufficient quality to justify the expense of holidaying here. However, we can only stretch that justification for high prices so far and it would appear that visitors to Ireland no longer believe they are getting value for money. This is the greatest challenge Irish tourism faces in the coming years. We must do all we can to reverse this situation. Just as there is no better form of marketing than a happy customer and the good word of mouth that he or she generates, there is nothing worse than sending home tourists who complain of the expense of holidaying in Ireland. We do not want that to be a reason for people to avoid coming here.