Dáil Éireann Debate, Tuesday - 5 December 2023
84. Deputy Cathal Crowe asked the Minister for Tourism, Culture, Arts, Gaeltacht, Sport and Media if she will provide an overview of Fáilte Ireland's marketing strategy for tourism, outside of Dublin, for the 2024 summer season; and if she will make a statement on the matter. [53375/23]
View answerFáilte Ireland’s role, as the National Tourism Development Authority, is to support the long-term sustainable growth in the economic, social, cultural and environmental contribution of tourism to Ireland. Fáilte Ireland is also responsible for domestic holiday marketing across four regional experience brands, namely Wild Atlantic Way, Ireland’s Ancient East, Ireland’s Hidden Heartlands and Dublin.
Domestic consumers will continue to be of critical importance to tourism success next year. I am advised that Fáilte Ireland's 2024 marketing strategy will focus on promoting areas to domestic consumers where and when there is capacity. For example, Ireland’s Hidden Heartlands, Northern Wild Atlantic Way and Ireland’s Ancient East will be prioritised for the months around the summer season, as they will have capacity available at this time, while more mature destinations like Dublin and South Wild Atlantic Way will be promoted during the shoulder season.
The funding that I have secured for domestic marketing in Budget 2024 will allow Fáilte Ireland to maintain an always-on national campaign called Keep Discovering. This campaign will keep short-breaks top-of-mind with domestic consumers and promotion will align with regional and seasonal objectives. I am advised that Fáilte Ireland’s consumer research indicates very positive feedback for this marketing campaign, which is being channelled through TV, digital, radio, press and other media partnerships to motivate domestic tourism to all parts of the country. It is designed to both inspire visitors to travel and then provide reasons to book by showcasing world-class tourism regions and destinations across Ireland.
Fáilte Ireland will also continue to use its sponsorship of RTÉ Weather to leverage its Keep Discovering campaign. It will allow Fáilte Ireland to promote reasons to travel and tourism destinations year-round. It serves as a platform to remind viewers of counties to visit in Ireland, as well as bank holidays, events and festivals.
A dedicated Daycations campaign will run in the lead-in to the summer period to promote activities and attractions providers around the country by encouraging consumers to experience the many things to see and do on their doorsteps.
