27 February 2006. Tourism Ireland, has announced a new promotional drive to showcase Ireland"s culinary excellence in the American market. Six top-rated chefs from the island of Ireland will travel to the United States as part of a concerted effort to promote the great food experience that Ireland has to offer to American tourists. The special campaign will kick off during Saint Patrick"s week at events in Boston and New York.
The top chefs will participate in a series of guest chef appearances at the James Beard House in New York and the Omni Parker and Jurys Hotels in Boston. They include: Kevin Dundon (Dunbrody House), Neven Maguire (MacNean House & Bistro), Michael Deane (Restaurant Michael Deane), Darina Allen (Ballymaloe House and Cookery School), Richard Hart (Glenlo Abbey Hotel) and David McCann (Dromoland Castle).
Joe Byrne, Executive Vice President - United States and Canada for Tourism Ireland said: "This promotional initiative spearheads a major effort to spread the good word about Ireland as a premier holiday destination with an outstanding food product. There is no doubt that modern Irish cuisine compares with the best in the world. Furthermore, it excels in showcasing the very high quality of Ireland"s natural, fresh, locally-produced ingredients. We believe that the creative and culinary talents of Irish chefs on offer in establishments around the island of Ireland significantly enhance the holiday experience for visitors. This promotion and publicity programme aims to bring this message to the American travel consumer and is an important part of our tourism marketing plan in United States this year."
A highlight of the visiting chef programme will be a Gourmet Gala on the 15th March at the Hotel Commonwealth in Boston where the Irish chefs will be paired with six of Boston"s best chefs including Michael Schlow. Owner of the Great Bay Restaurant at the Commonwealth Hotel, Michael Schlow is regarded as Boston"s top celebrity chef with a clientele that includes The Rolling Stones, Bono and Billy Joel. The Gala will offer a varied menu reflecting both Irish and New England dishes and will pair an American chef with an Irish chef, to prepare their particular version of the same dish.
Most of the culinary events take place around St Patrick"s Day which Tourism Ireland, traditionally uses as a platform to promote the island of Ireland in markets around the world. "The St Patrick"s festivities are one of the times during the year when you can almost guarantee that Ireland is front of mind and on everybody"s lips. Tourism Ireland goes all out to maximise this unique platform every year and harness the feel-good factor about Ireland and all things Irish during this time," said Joe Byrne. "We have organised a number of other culinary related promotions around St Patrick"s Day including:
New England Horticultural Show Boston
From March 12-19 this popular show will showcase Ireland"s attractions for connoisseurs of good food. David McCann, the master chef from Dromoland Castle, will deliver several cooking demonstrations to attendees.
Food Editors Lunch
Also in March, the Irish Dairy Board, in association with Tourism Ireland, will host a gathering for food editors and writers. Darina Allen will be the guest speaker at the luncheon in New York.
Saveur
Leading epicurean publication, Saveur, will feature extensive coverage of Ireland in its March issue, with forty pages devoted Irish food and foodies.
While close to a million US visitors came to the island of Ireland last year, the market experienced a slight decline overall of around 2%. Tourism Ireland is currently conducting a review of the United States and Canada to reinvigorate and grow business from this most lucrative of markets.
-ENDS-
For further information:
Tourism Ireland. Fiona Scott PR & Media Manager. 01-476-3429.