Brendan Smith
Question:38 Mr. B. Smith asked the Minister for Tourism and Trade the plans, if any, he has to target the Italian tourist market in view of the very weak 1995 performance. [16873/95]
Written Answers. - Italian Tourist Market.
Since 1990 there has been a strong growth in the number of Italian visitors to Ireland increasing from 73,000 to 121,000 in 1994. This represents an increase of 66 per cent in four years. Comparable figures are not yet available for the 1995 season. However, there are indications that the outbound holiday market from Italy generally has not performed strongly in 1995, primarily due to the weakness of the lira. Bord Fáilte, who are the body responsible for overseas tourism promotion, plan a comprehensive marketing programme in 1996 to consolidate and seek further growth from Italy. This marketing programme will include consumer advertising, publicity and a range of promotions directed at the trade and consumer to highlight Ireland's competitiveness as a general holiday destination.