Helen Keogh
Question:12 Ms Keogh asked the Minister for Tourism and Trade the main constraints confronting the development of Irish tourism; and the steps, if any, he proposes taking to overcome these constraints. [2936/95]
Written Answers. - Tourism Constraints.
Máirín Quill
Question:31 Miss Quill asked the Minister for Tourism and Trade the main constraints confronting the development of Irish tourism; and the steps, if any, he proposes taking to overcome these constraints. [2937/95]
I propose to take Questions Nos. 12 and 31 together.
The National Development Plan 1994-1999 identifies weaknesses that exist in the Irish tourism industry as follows: a growing but, in international terms, still relatively low level of marketing activity resulting in under-utilisation of tourism plant, especially outside the peak periods; a highly seasonal tourism industry — 30 per cent of visitors to Ireland arrived in the peak July-August period in 1993; the need for competitive, reliable and regular access links to overseas markets; a need for expanded training investment to continue to raise quality and service standards throughout the industry; and a continued need to improve the cost competitiveness of Irish holidays.
The Operational Programme for Tourism, 1994-99, seeks to address these weaknesses by concentrating on measures such as: a large expansion in marketing activities, with a particular emphasis on off-season business; further product development to meet specific market deficiencies; major improvements in the conference, angling and culture and heritage product; and an expansion in the range and scale of training in order to cater for anticipated employment growth, to improve the quality of service to visitors and to help the industry adapt to Ireland's changing tourism market.
In addition to the normal marketing activities of Bord Fáilte and the industry, and building on the success of similar campaigns in 1994, a special overseas tourism marketing initiative will take place in our most important tourism markets, US, Britain, France and Germany in 1995. This initiative is jointly funded by the Exchequer, the industry North and South, and the European Union and will promote the island of Ireland as a single tourism destination. This will help to build on the significant opportunities for growth afforded by the peace process in Northern Ireland.
The fiscal environment in which the tourism industry operates is also vital to its further development. Since coming into office, I have had consultations with the industry and the Tourism Council about their concerns in this regard, some of which have been addressed in yesterday's budget.
I have also decided that the Tourism Council, established by my predecessor, should continue its work and its four specialist working groups will continue to report to me on initiatives relating to access, marketing, product qualitydevelopment and training. At a recent meeting of the council, I also emphasised as one of my key priorities for this year, the need to achieve continuing improvements in, and liberalisation of, our access links with our main markets and I will maintain constructive dialogue with my colleague, the Minister for Transport, Energy and Communications, to achieve this. I am satisfied that these measures will contribute significantly to continued tourism growth and, in particular, help overcome the constraints I have outlined.