Vol. 462 No. 2
17 Mr. Killeen asked the Minister for Tourism and Trade the action, if any, he has taken to counter negative publicity for Ireland following the London bombings; and the new marketing strategies, if any, being considered. [4347/96]
26 Ms Keogh asked the Minister for Tourism and Trade if he intends to draw up a special marketing campaign to counter the ill-effects of the abandonment of the IRA ceasefire on tourism in Ireland; and if he will make a statement on the matter. [4336/96]
37 Mr. J. Walsh asked the Minister for Tourism and Trade if there has been an appreciable number of cancellations in tourist bookings following recent bombings. [4318/96]
48 Miss Coughlan asked the Minister for Tourism and Trade his views on the joint marketing by Bord Fáilte and the Northern Ireland Tourist Board of Ulster as a region for tourism purposes; and the concerns, if any, he has of the impact of the change in the political climate in Northern Ireland with regard to the development of the tourism interest in Ireland, North and South. [4363/96]
50 Mr. Ellis asked the Minister for Tourism and Trade the meetings, if any, he has had with Bord Fáilte and other bodies to review marketing in view of the recent breakdown of the peace process. [4306/96]
224 Mr. Andrews asked the Minister for Tourism and Trade the implications, if any, for the Irish tourism industry of the current breakdown of the peace process; the plans, if any, he has for an integration of the tourism promotion bodies North and South; and if he will make a statement on the matter. [4324/96]
I propose to take Questions Nos. 17, 26, 37, 48, 50 and 224 together.
Following the recent tragic events in London I and my officials have maintained regular contact with Bord Fáilte and the tourism industry in an ongoing assessment of the situation. Specifically, I addressed a joint Bord Fáilte-Northern Ireland Tourist Board workshop in London on 15 February 1996 and met many of the 100 Irish and 300 British trade representatives in attendance. I also spoke at the Irish Hotels Federation annual conference on 20 February 1996 at which I met many hoteliers from all parts of Ireland.
We cannot deny that the London bombings have come at an important time of the year for generating visitors for the coming season and that these events will impact to some extent on our capacity to attract overseas visitors this year. It is important, however, that we do not talk ourselves into believing that Irish tourism is facing a crisis as a result of these incidents. Before the very welcome ceasefires of late 1994, Irish tourism was growing at a fast rate. There are underlying strengths in the Irish tourism industry which have been built up over many years through investment in our product, increased marketing resources, improved air and sea access and the general climate of competitiveness which can be found in the economy. I am confident that these underlying strengths will continue to serve us well in 1996.
The monitoring of overseas markets which Bord Fáilte has been carrying out since 9 February 1996 indicates that to date there has been a very limited reaction among customers in key markets. The general trend, and I would stress that this is an evolving situation, is that in continental European markets there has been no noticeable drop in inquiry levels; in the United States inquiries are still running at very good levels and in Britain, the picture is more mixed with some operators reporting some falling off in inquiries while others have experienced no downturn.
It is clear, therefore, that in the immediate aftermath of the horrific incidents such as we have seen in London there is evidence of a small number of cancellations, but I am advised that within the context of the overall numbers of bookings for holidays in Ireland, the numbers are insignificant. I strongly caution Deputies that the interests of Irish tourism will not be served by having the subject of cancellations, limited as they are, highlighted to an undue degree. I have no doubt but that some of Ireland's competitors for international tourism business could only benefit if a perception was to be fostered in the international media that we were suffering large scale cancellations. Those who would be tempted to prophesise such a scenario could find that their prophesy becomes self-fulfilling. The main consumer marketing campaigns in our overseas markets are carried out under the aegis of the Overseas Tourism Marketing Initiative which is a partnership between the tourism industry and the State sector, North and South. I understand that in the immediate aftermath of the bombings in London, some television advertising in Britain and the US was rescheduled in the interests of reacting sensitively to the situation. Press advertising is continuing in these markets and no changes have been made to the media and promotional campaigns in other markets.
The question of resuming TV advertising is entirely a matter for the OTMI board. The board is monitoring the situation closely with a view to resuming at the earliest possible and appropriate time. I understand they will be resumed tomorrow, 28 February.
At this stage the question of devising appropriate strategies to deal with the new situation is being considered by the OTMI board and Bord Fáilte. I am satisfied that the substantial resources which I have made available in 1996 for marketing activities are sufficient. I am happy to leave the tactical application of those resources to those with the knowledge of the markets and the expertise in the most appropriate mechanisms for marketing our tourism product.
In her question, Deputy Coughlan asked about the potential for marketing Ulster as a region. Consumer research carried out for Bord Fáilte and the Overseas Tourism Marketing Initiative has shown that potential visitors to Ireland from overseas think of Ireland as a complete entity in tourism terms and do not readily respond to messages which are specific to any one geographical region. In line with this research, the thrust of the OTMI's marketing campaigns is to market and advertise Ireland as an overall destination product.
There is already a good working relationship between Bord Fáilte and the Northern Ireland Tourist Board and this will have its most practical marketing manifestation in the 1996 OTMI, in which the NITB is an active participant. The peace process has encouraged North-South co-operation in the area of tourism to develop at a significant pace and as new areas of common interest are identified, I will ensure that there will be no lack of willingness on our part to participate in further joint marketing activities.
I hope that in this lengthy reply I have assured Deputies that the tourism industry is a strong and resilient sector and that it is responding to recent events in a calm and considered manner.
I welcome the Minister's response, particularly the indication that the reaction, in terms of the number of cancellations, has been limited. It was most important that he availed of the opportunity to clarify that that is the situation. I agree that it would be unhelpful if the opposite perception were abroad. Was he consulted by the OTMI in relation to its decision to cancel some advertisements on British television? Did he have an input?
I thank the Deputy for his comment in relation to the overall reaction to the incidents in London. I have left the mechanics and the day to day operations of the Overseas Tourism Marketing Initiative to its board. This decision was taken following the incidents in London having regard to the need for common sense and a sensitive reaction to the bereaved. I am aware that the advertisements have been rescheduled and will resume tomorrow, 28 February. I understand that there has been no reduction in the press advertising campaign conducted by the OTMI.
