The  €10 air travel tax could be scrapped, but only  if those opposed to it come up with ways of boosting visitor numbers to Ireland, Minister for Tourism Mary Hanafin said yesterday.

Abolishing the tax was 'up for consideration'.  as it had not yielded the revenues that had been expected, the Minister added.

She told Fáilte Ireland’s  Tourism Conference that the tax would only bring in €80 million because of a drop in visitor numbers instead of a projected €125 million, but “€80 million is €80 million and every million euro is hard fought for”.

Ms Hanafin said she had discussed the tax with both Aer Lingus chief executive Christoph Mueller and Ryanair’s Michael O’Leary. 'Those airlines who want it removed, I’d like to know what we would get in return?'

Ms Hanafin also said Dublin should have a permanent James Joyce exhibition as part of the city’s status as a Unesco City of Literature, one of only four in the world.

Pictured at the conference are speakers Neil Oliver, AA Gill, Minister Hanafin, Redmond O'Donioghue, chairman, Failte Ireland and Perof. Andrew Frew

Fáilte Ireland chief executive Shaun Quinn stressed the industry’s contribution to national recovery must be rooted in market share gains across key overseas markets.  He said in recent years the industry had relied heavily on domestic consumer demand and an effort must be directed towards developing international business. 'Our own research is indicating a growing perception among our visitors of greater value to be had here. However, we need to get that perception out to potential future visitors also. During the boom, a view grew abroad that Ireland was an expensive destination of choice. In the last three years greater value has returned and we need to relentlessly hammer that message home to our key markets.'

Mr Quinn pointed to positives in key overseas markets, including encouraging signals from the important German market, and a number of other eurozone countries which show those markets look like they will strengthen.

Minister Mary Hanafin also emphasised the importance of tourism in any national economic recovery. 'We are at a critical moment in our economic history and the onus is on us to put in place a credible path to recovery through improving competitiveness and addressing our cost base', she said.