Vol. 463 No. 8
16 Mr. Clohessy asked the Minister for Tourism and Trade the progress, if any, made in 1995 to promote Irish tourism in the Japanese market; the funds provided for this purpose in 1995; the plans, if any, he has to further develop this market in 1996; and if he will make a statement on the matter. [7475/96]
Japanese visitors to Ireland have grown rapidly over the past two years, from 18,000 in 1993 to an estimated 30,000 in 1995, representing an increase of 67 per cent. Additional funding of £100,000 was made available to Bord Fáilte in 1995 from the Tourism Promotion and Development Fund under subhead B3 of my Department's Vote to support increased promotional activity in the Japanese market. Additional resources are being made available again in 1996 from this fund to supplement Bord Fáilte's tourism promotion and marketing activities in overseas markets. The board is currently finalising plans for the expenditure of these resources and it is understood that among the items again under consideration are marketing activities in third country markets such as Japan and Australia.
I am sure the Minister will accept the Japanese are high spending tourists of the kind we should be attracting if we are to create an industry that will support its employees with high level incomes and worthwhile careers. I extend my appreciation and congratulations to Bord Fáilte on its success in increasing the numbers by 67 per cent over the two-year period mentioned by the Minister. The Minister said that £100,000 extra was provided to help develop this market in 1995 but he did not state what sum is being provided in 1996. Will he indicate if that amount has been increased? Bord Fáilte can only be active in selling Irish tourism in the Japanese market if it has the resources to do so. A sum of £100,000 is very small in view of the high level of spending from the 30,000 Japanese visitors who came to Ireland in 1995. This figure can easily be increased to 100,000 in a short period.
In his travels to London, Paris, Rome and other capitals of Europe throughout the 12 months of the year, has the Minister noticed, as I have, the large numbers of Japanese tourists? There is a 12-month tourist trade to be tapped from the Japanese market and countries throughout the world are getting a much larger share. The increases shown are from a low base. This is a market well worth going after which would greatly benefit the industry here and we should be much more vigorous in seeking an increase in the level of Japanese tourists.
The Deputy's first point is correct and I agree with it. The Japanese visitor is among the highest spending tourist in the world. However, they have a series of requirements in that they like to visit well-known landmarks in Rome, London or Paris. It is true that when passing through these cities huge numbers of Japanese visitors are evident. The economic well-being of Japan has meant that the numbers travelling have risen from 100,000 in 1963 to over 13 million in 1995, two million of whom visit Europe on an annual basis. Bord Fáilte is again examining the issue of marketing in Japan in order to increase the numbers coming here. Also, in a trading sense, we are trying to do this in terms of our attractiveness as a golf location.
What about access?
The factors which inhibit the growth of Japanese tourism include the low consumer awareness of Ireland and the lack of traditional and family ancestral links as compared with other long haul markets such as Australia or the US, the high cost of travel between Ireland and Japan and the absence of direct air links. While discussions have taken place on this matter over the years, given the relatively low numbers involved I am not sure airlines would find this prospect commercially viable.
They can get to London.
If they come to London it is important that they should come here. Bord Fáilte does not have a full-time office in Japan.
It should have.
Bord Fáilte is focusing on the Japanese market and a number of encouraging developments have taken place in recent years. These include the appointment in 1992 of a part-time Bord Fáilte representative, who is a Japanese tour operator in Tokyo; packages to Ireland featured by 19 Japanese tour operators as opposed to 11 in 1993, ten of which include a number of days in Britain; a further five Japanese operators offering fully inclusive tours for individuals only and language study tours. A sum of £1,235 million is available in 1996 under the Tourism Promotion and Development Fund under subhead 3 of my Department's Vote to supplement Bord Fáilte's tourism promotion and marketing spend overseas. The emphasis in the past two years has been on direct promotional activities, particularly in third markets such as Japan and Australia. Bord Fáilte is examining this for 1996. I will be able to reply in detail on the next occasion in respect of that.
The Minister has made little mention of access and he has not mentioned the possibility of access over Moscow. As the Minister is aware, Aeroflot has a number of flights into Ireland and has built up a huge level of business. There is much business between Moscow and Tokyo which could be looked at in terms of improving access for Japanese tourists to Ireland. He has not referred to those Japanese tourists who are particularly interested in outdoor pursuits such as golfing and fishing, who might be enticed to visit the west, areas such as his and mine which have had negligible growth in recent years.
The issue of access from Moscow by Aeroflot is a separate question, although I am aware of the number of flights into Ireland by Aeroflot. The question of Japanese visitors who wish to avail of our golfing facilities is taken into account. It is part of the Japanese mentality towards the taking of holidays in any event. It is a long haul for that purpose——
They are doing it.
——and they are well accommodated in South East Asia and Australia. In terms of the interest being expressed by Japanese business. I launched recently the overseas membership scheme for 24 golf clubs in Ireland. There was a great expression of interest in this by Japanese companies who would like their members and clients to avail of this facility. It may well be that this scheme could be expanded and be part of an overall package being offered by Japanese companies interested in coming here.
