asked the Minister for Communications the specific plans he has for increasing our market share of the United States tourist market to Europe; and if he will make a statement on the matter.
Ceisteanna—Questions. Oral Answers. - US Tourist Market.
12.
Presumably the Deputy is referring to our share of those Americans visiting Europe, including Ireland as part of their itinerary, and known in the trade as "back-tracking" business. The need to ensure that Ireland is included in the itineraries of multi-destination tourists was recognised by the Government in our pre-election document —Putting Growth Back Into Tourism— which outlined our objectives and strategies for developing the tourist industry.
Because of the new competitive air sea fares from Britain, which is the major source of our back-track trade, Ireland has increased its share over the last two years of US traffic to Europe, reversing a decline earlier in the decade, With a view to maintaining and increasing this trend, Bord Fáilte have been pursuing a strategy of organising promotional workshops in areas like Detroit, San José and Phoenix. These are major international centres served by the main American carriers operating to Ireland and should provide a source for developing and attracting new business outside of the ethnic sector.
Co-ordinated promotion of this kind, highlighting not only our intrinsic tourist attractions but also accessibility to Ireland, will continue to be the key element in our plans to maintain and increase our market share of US tourist traffic to Europe.
In the light of the recent visit by the Taoiseach to the United States and the emphasis which he has laid on the tourist industry, has the Minister any more specific plans for increasing the number of workshops in view of the size and potential of the American market, or are there any other marketing plans specifically aimed at the American market, with input from America directly to Ireland?
I appreciate the Deputy's concern in this regard and I should like to put on the record the colossal benefit which the Taoiseach's visit has been to our tourist promotion strategy.
(Interruptions.)
I am not being facetious. We got millions of dollars worth of publicity without having to pay for it, which is very important and which I appreciate. I have already had meetings with the chairman and the chief executive of Bord Fáilte and every effort is being made — not merely in the US important though it is — in the UK and continental Europe to promote tourism.
Is it the Minister's policy to shift resources from administration in the tourist field towards the promotion of the country abroad? If so, will he indicate which administrative services in Bord Fáilte he proposes to reduce or cut out in order that, in accordance with the Fianna Fáil pre-election commitment, money could be released for promotion? If this is the case it is important for the House to know what is being cut in order that additional resources can be provided.
I am glad the Deputy raised this matter because a perusal of the Book of Estimates published in January indicates that the outturn in the Book for 1986 covers only ten months of 1986. January and February, which were covered by Deputy Bruton's ministry, were excluded from the outturn and the ten months for which the former Minister, Deputy Kavanagh, was responsible were included. Indeed, the period of ten months was in itself a cut and cuts were indicated during that time also. The substance of the Deputy's question was if we intended to concentrate our expenditure on promotional activities and the answer is yes.
Would the Minister be so kind as to answer the question which I asked?
The time for ordinary questions has expired and I am proceeding to deal with questions nominated for priority.