Micheál Martin
Question:35 Mr. Martin asked the Minister for Tourism and Trade if he has satisfied himself with the reorganisation of the State's tourism marketing strategy. [1387/96]
Ceisteanna—Questions. Written Answers. - Tourism Marketing Strategy.
The marketing priorities for Irish tourism, as set out in the Operational Programme for Tourism are: to improve seasonality; to expand sea and air access routes; to develop new markets; to develop product and niche markets; and to attract more high yield business.
The renewed mandate for Bord Fáilte, in line with the Arthur D. Little consultancy review, has been confirmed as international marketing and the organisation will be refocusing its resources on this key task while divesting itself of other non-core functions. The new structure reflects a concentration on three core priorities of selling and promoting Ireland overseas, helping the less mature elements of the industry to develop its marketing and product development capabilities and providing information for enhanced decision making by marketeers, investors and managers in the industry as well as Government.
A new mission statement has been agreed for Bord Fáilte and a new organisational structure is being finalised. An international marketing director with a proven track record in private industry now heads up the international marketing division and a new general manager for Europe has been appointed. Bord Fáilte is currently recruiting a small number of marketing executives and graduates to work in the development of overseas markets.
The overseas tourism marketing initiative represents the most significant component of consumer advertising of Irish tourism and will in 1996, for the second successive year, undertake marketing campaigns in Britain, France, Germany and the United States. The experience of the 1995 campaign will be used to further improve the process, which involves public and private sector partnerships, in 1996.
For the longer term, the work which is currently ongoing in Bord Fáilte on the development of the destination brand for Irish tourism, will help to position Ireland as a unique high quality destination. I am satisfied that the marketing strategies currently being implemented have contributed to the most successful period ever for Irish tourism but marketing strategies must continually evolve in response to market demands. They must seek to achieve the maximum synergy between all potential partners who have an interest in marketing Ireland as a destination.