National Development Plans for the 1990s in Ireland identify tourism as a sector with significant potential for job creation, particularly in rural areas. A new tourism policy has been developed promoting the presentation of the natural and human heritage of the country and development of outdoor activities. This will be supported during the 1990s by an investment of about Ir£2 billion from EC, national and private enterprise sources. The success of this investment in producing sustainable rural tourism will depend upon careful planning which integrates heritage‐based tourism within broader planning of integrated rural development and of conservation of landscape and human heritage. Appropriate marketing methods must also be developed.
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Phillips et al. (1994) studied this question.