Written Answers. - Tourism Industry.
Máirín Quill
Question:
28
Miss Quill
asked the
Minister for Tourism and Trade
the number of meetings he has had with the Minister for the Economy in Northern Ireland to discuss plans for the joint promotion of tourism on the island of Ireland; and if he will give details of any initiatives taken to improve tourism business.
[8392/95]
I have had the opportunity to meet with Baroness Denton, the Minister for the Economy in Northern Ireland, on three occasions; in February 1995 when the Baroness paid a courtesy call to my office and since then at two public functions which we both attended.
As I have acknowledged in the House on a previous occasion, our meetings have provided a welcome opportunity to review the developments of recent months and to look ahead to the coming year which we agreed was full of hope and opportunity. Specifically, both of us have expressed our belief that it was possible for the tourism industry, North and South, to greatly increase its revenue within a short period. We also agreed that the international perception of the island of Ireland as a place to visit and to invest has been considerably enhanced as a result of the cessation of violence. When allied to the favourable economic situation which now exists in many of our tourism markets, the economic prospects for people throughout the island are at their brightest for a generation.
One of the measures already introduced to help generate new business is the £6.3 million Overseas Tourism Marketing Initiative, which represents an entirely additional promotional effort to increase consumer awareness of Ireland. It is a private sector led consumer marketing campaign, which will promote the island of Ireland as a single destination in our four most important markets, namely the US, Britain, Germany and France. For the first time, the tourism industry on both sides of the Border, together with Bord Fáilte and the Northern Ireland Tourist Board, under the Chairmanship of my Department, are participating in the initiative and are selling the island of Ireland as an attractive holiday location. This common approach to marketing Ireland, North and South, is very welcome, and I have no doubt that this initiative, coupled with the existing promotional work being undertaken by the two tourist boards, will deliver additional tourism business to the whole island in 1995.
At the end of March, Baroness Denton and I announced further plans for joint co-operation in tourism marketing, costing over £500,000 and which the International Fund for Ireland has kindly agreed to support:
(1)New Holland Marketing Initiative
Both tourist boards, together with trade partners, are currently implementing a new joint consumer advertising programme in Holland which has been identified as a key emerging European market, because of its direct access by air to both the North and the South.
(2)All-Ireland Heritage/Cultural Marketing
A new initiative, aimed specifically at marketing Ireland's wide and diverse range of historical and cultural attractions in the British and Dutch markets, is being developed through the tourist boards in co-operation for the first time with the Irish Heritage Properties Association, the National Trust in Northern Ireland and the Hidden Ireland organisation. In addition, it is planned to support "Heritage Island", the private marketing group, in encouraging British coach and tour operators, who do not at present access the island of Ireland, to offer all-island heritage tour packages.
(3)Activity Products
Two specific tourism activities have also been identified as suitable for joint promotion. The product marketing group "Equestrian Ireland" will be encouraged to extend its 1996 portfolio of tourist riding establishments to Northern Ireland.
A coarse angling marketing programme is also planned involving Fermanagh and Dungannon District Councils and the North West Regional Tourism Organisation in partnership with guest houses and bed and breakfast establishments.
(4)General
It is hoped that a number of other general and regional marketing initiatives can be developed by the tourist boards in association with public and private sector partnerships during the course of the year.
President Clinton's US Conference on Trade and Investment in Ireland which will be held in Washington later this month will also be helpful in promoting the island of Ireland as a tourist destination. Exchanges, so far, with the US side have confirmed that tourism is one area which will have a significant presence at the Conference, given its clear economic benefits for all parties and for the island as a whole. My officials are working closely with their Northern Ireland colleagues in this regard.
Baroness Denton and I have also agreed to meet regularly in the future. We both acknowledge the potential which tourism can make to economic regeneration, job creation and reconciliation between the two parts of the island. Advancing the tourism potential of the island of Ireland is and will continue to be a priority during my term as Minister.
