Vol. 458 No. 3
94 Mr. Callely asked the Minister for Tourism and Trade if he has satisfied himself with the promotion of Ireland as an ideal holiday location and as suitable for short winter breaks; the additional benefits, if any, that could be promoted; and if he will make a statement on the matter. [16933/95]
The operational programme for tourism 1994-99 aims to concentrate a significant proportion of tourism growth in the shoulder and off-peak periods, with the specific target that by 1999 75 per cent of visitors will arrive outside the peak July-August period.
As well as encouraging investment in the development of tourist products suitable for year round business, the operational programme envisages that marketing will be a key instrument in securing the required shift of traffic away from the peak period.
The marketing sub-programme of the operational programme envisages a total spend on marketing activities of £125 million over the six years of the programme and priority within the marketing sub-programme is given to supporting marketing programmes aimed at off-peak and shoulder periods.
I am satisfied that the general promotion of Ireland as a holiday destination in recent years has been successful and that this has been reflected in increased visitor numbers and revenue. Specifically the concentration of tourist traffic in the peak July-August period has fallen from 34 per cent in the mid-1980s to 29 per cent in 1994 and I look forward to further progress in the coming years.
Responsibility for the promotion of Dublin is a matter for Dublin Tourism.
