Noel Treacy
Question:67 Mr. N. Treacy asked the Minister for Tourism and Trade the position regarding a tourism brand for Ireland; and the views, if any, he has on its value. [10741/95]
Written Answers. - Tourism Brand.
David Andrews
Question:160 Mr. Andrews asked the Minister for Tourism and Trade the present position regarding a tourism brand for Ireland; and his views on its value. [10867/95]
I propose to take Questions Nos. 67 and 160 together.
A preliminary study commissioned at the end of last year by the National Tourism Council recently reported that potential existed to develop a strong tourism brand which would position an image for Ireland across our main international markets. The study was an exploratory one but was well received within the council which decided that it now needs to be followed up by a more detailed branding development exercise. This will involve partners in our principal international markets and comprehensive consumer research to establish the feasibility and consumer appeal of a number of the concepts developed.
I have asked Bord Fáilte, and specifically its new international marketing director, to progress this project as a matter of urgency. I expect that Bord Fáilte, the sectorally-based advisory group working with it and the international experts being consulted by them, will be in a position to report to me and to the tourism industry generally this autumn on progress. Broadly speaking, the strategy is to develop the new brand identity for progressive introduction into all our main markets in 1996.
I am convinced that our tourism marketeers must adopt best international branding practice to differentiate Ireland from the many competing destinations and products in the international marketplace. I view this project, therefore, as having enormous significance for Irish tourism.