asked the Minister for Transport and Power if he will state the measures being taken to avert or alleviate the projected loss in tourism revenue of £20 million for the current year; and if he is satisfied that an increase in the budget of Bord Fáilte is necessary in view of the present depressed state of the tourist industry.
Ceisteanna—Questions. Oral Answers. - Tourism Revenue.
8.
During recent months I have given the House detailed information on the promotional and marketing activities being carried out by Bord Fáilte, in association with other State companies involved in tourism, the regional tourism organisations and private tourist interests for the promotion of holidays in Ireland in 1972.
The situation is that they have been concentrating on the ethnic market in Britain while in North America special attention has been given to the development of ethnic, conference and incentive travel business. In Europe, marketing has been directed at the development of additional traffic in existing markets and in new areas with good growth potential. Since October last, a special home holidays campaign has been conducted throughout the country. The general approach of Bord Fáilte and the other tourism interests has been to concentrate their efforts where they are likely to prove most productive.
Regarding the question of increased funds for Bord Fáilte in 1972-73, the Government, in recognition of the importance of the industry, are providing £8.35m. during the coming year. This represents an increase of more than £2 million on the amount originally allocated for 1971-72 and includes a special additional £250,000 to be used for promotional and development work in marketing. I am satisfied that there is a need to spend as much as possible on promotional and marketing work during this difficult period as any slackening of effort might be detrimental to the long term growth of the industry.
Does the Minister think the timing is right for the promotion or that it is a bit too late?
The timing is right, particularly having regard to the continued development of the industry, not in terms of this year but of next year and the years ahead.
Would the Minister consider that an expenditure of approximately £8 million on an industry that is supposed to be able to generate £100 million is a sufficient investment in any year, not to talk of this year?
If the Deputy does his percentages right he will agree that an increase from £6.35 million to £8.35 million is not too bad—it is an increase of £2 million on £6 million.
I once met an employer who said that he had given his employee a 100 per cent increase in his wages. The man had been in receipt of £3 a week and this was raised to £6 a week. The Minister is in the same position.