Dáil Éireann debate -
Wednesday, 14 Jun 1995

Vol. 454 No. 4

Written Answers. - Tourism Marketing Campaign.

Denis Foley

Question:

23 Mr. Foley asked the Minister for Tourism and Trade if he intends to draw up a special marketing campaign to encourage an increase in the number of United Kingdom visitors to Ireland in view of the IRA ceasefire; and if he will make a statement on the matter. [10094/95]

Tony Killeen

Question:

53 Mr. Killeen asked the Minister for Tourism and Trade the expected effects on tourism of the visit by the Prince of Wales; and the plans, if any, he has to capitalise on the attendant publicity. [10736/95]

Minister for Tourism and Trade (Mr. E. Kenny)

I propose to take Questions Nos. 23 and 53 together.

It is certainly my intention that every opportunity should be availed of to capitalise on the potential benefits for tourism arising from the peace process and related developments such as the recent visit of Prince Charles, which attracted very favourable coverage in the British media.

A special all-Ireland campaign is already under way in Britain as part of the £6.3 million Overseas Tourism Marketing Initiative (OTMI), which is also targeting France, Germany and the US. The OTMI, which is co-funded by the Exchequer, the Irish tourism industry, North and South, and the European Union is an industry-led consumer marketing campaign which is designed to complement the activities of Bord Fáilte and the Northern Ireland Tourist Board. In Britain the initiative involves an additional £2 million spend on consumer advertising on TV and in newspapers which highlights the island of Ireland as an attractive holiday destination for British visitors.

In addition, I have also provided an extra £1 million to Bord Fáilte, over and above their normal allocation, to give an additional boost to their marketing and promotional efforts in a number of countries. Some £250,000 of this extra funding is to be spent on a wide range of additional promotional activity in Britain in co-operation with the Northern Ireland Tourist Board.

The peace process has undoubtedly given an extra boost to the promotion of Ireland in the British market with a recent study commissioned by Bord Fáilte indicating the potential for a 19 per cent increase in British holiday-makers this year. British visitors in January-March of this year increased by almost 13 per cent on the same period in 1994 and I hope that many more British people will follow the Prince's example and visit Ireland in 1995.