Irish Tourist Assocation (I.T.A.)
© Limerick County Library.
The Irish Tourist Association (I.T.A.) was established with the aim of 'promoting tourism to the benefit of the nation'. It operated without any financial support from the Irish Free State at the time. J.P. O' Brien of the I.T.A. successfully lobbied the government in 1939 and the Tourist Traffic Act was introduced.
This meant that the I.T.A. received an annual grant from the State. It could now promote local tourism and information through local tourist offices.
This led to county surveys being conducted in the early 1940s, including the Limerick survey carried out in 1943 and 1944. Ireland as a potential tourist destination was yet to be explored, and it was believed to be a lucrative business that could benefit the Irish economy. The I.T.A. was the forerunner of Bord Fáilte, which is now known as Fáilte Ireland.