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Dáil Éireann debate -
Wednesday, 22 Mar 1995

Vol. 450 No. 8

Written Answers. - Tourism Promotion.

Ivor Callely

Question:

38 Mr. Calley asked the Minister for Tourism and Trade the proposals, if any, he has to spend the £2.3 million allocated to the promotion of tourism; if funds will be available to private industry which attracts, promotes and encourages thousands of tourists to the country; and if he will make a statement on the matter. [5829/95]

I presume the Deputy is referring to the additional allocation of £2.3 million provided in the context of the 1995 budget for tourism promotion and development activities. Of this amount, £1.5 million is being added to the tourism promotion and development fund provided for under subhead B.3 of the Estimates provision of my Department. Bord Fáilte will receive an additional £0.6 million for tourism development works, and £0.2 million is to be used to cover additional expenses under the Department's administration budget.

The major element of expenditure under subhead B.3 of the 1995 Estimates provision is in respect of the overseas tourism marketing initiative. This is a Government-private sector partnership campaign designed to increase tourist numbers and revenue from our four key target markets, i.e. Britain, the US, Germany and France. TV and print media advertising campaigns are now in operation in these markets. In support of these operations, I have decided to allocate, via Bord Fáilte, an additional £1 million out of the extra £2.3 million provision, specifically for complementary marketing and promotion campaigns in Britain, Continental Europe and other key third country markets, such as Japan and Australia. Special allocations are being made also to assist in the organisation of major sporting events and towards special projects to be identified through the tourism council, which acts as an industry consultative body under my chairmanship.

It will be clear from what I have said that the Irish tourism industry is actively involved in the promotion and development of projects which are being directly financed under my Department's Estimates and that the sector has an important input into the manner in which these funds are allocated.

Bertie Ahern

Question:

40 Mr. B. Ahern asked the Minister for Tourism and Trade the plans, if any, he has to help promote exports investment in Ireland and tourism, both at home and abroad. [4566/95]

In the light of the success achieved in recent years and the excellent prospects for this year, I have recently revised An Bord Tráchtála's overall targets and our objective now is to increase non-food indigenous exports to £6 billion by 1999. Support will be provided under the market development sub-programme incorporated in the operational programme for industrial development, 1994-99. An estimated £450 million, comprising EU, Exchequer and private funding, will be invested over the six year period under the sub-programme, which outlines a number of measures and initiatives which ABT will be taking in conjunction with Irish exporters between now and 1999.

As regards tourism, the Deputy will be aware of its vital importance to the economy. Over 90,000 people are employed in tourism-related enterprises and last year tourism generated over £2 billion in overseas and domestic revenue. I intend to work closely with both Bord Fáilte and the Irish tourism industry to ensure that the sector continues to expand and develop.

A total investment of £125 million is envisaged under the marketing sub-programme of the operational programme for tourism 1994-99. I am confident that this unprecedented investment in the marketing and promotion of Irish tourism, together with the other measures in the operation programme, will ensure that we meet, if not exceed, the targets of 35,000 new jobs and almost £1 billion extra per annum in overseas revenue by 1999.

In line with the importance which I attach to tourism promotion, I have recently decided to allocate a further £1 million to Bord Fáilte in 1995, over and above its normal allocation, for further marketing and promotional activity in a number of overseas markets.
In addition, I intend to continue to encourage the efforts of the private sector to take on greater responsibility for tourism promotion in keeping with the increasing maturity and profitability of the industry. In this connection, I have fully supported the overseas tourism marketing initiative which is a £6.3 million promotional campaign taking place this year in our four most important markets — the US, Britain, France and Germany. The initiative is a partnership between the Government and the industry on both sides of the Border, in co-operation with the two tourist boards, and represents the largest ever overseas promotion of the island of Ireland as a tourism destination.
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