Ray Burke
Question:21 Mr. R. Burke asked the Minister for Tourism and Trade the efforts, if any, that are being made to promote the Irish countryside as a green tourism product in view of the recent BSE scare. [7418/96]
Ceisteanna—Questions. Oral Answers. - Tourism Promotion.
Seamus Brennan
Question:52 Mr. S. Brennan asked the Minister for Tourism and Trade the plans, if any, he has to build on Ireland's environmentally friendly and green image in the promotion of tourism; and the co-ordination, if any, there is with other Government Departments in this area. [7446/96]
Robert Molloy
Question:154 Mr. Molloy asked the Minister for Tourism and Trade the estimated cost of developing a new tourism brand for Ireland; and if he will make a statement on the matter. [7431/96]
I propose to take Questions Nos. 21, 52 and 154 together.
Progress is advanced on the development of a new tourism brand for Ireland which will build upon our recognised image strengths as a green, friendly and relaxed destination with excellent scenery and facilities and a warm welcoming friendly people. The brand will seek to convey a more complete and lasting holiday experience which will encourage more new, repeat and overall higher value tourists. At this stage it is estimated that the total development cost of the brand and the associated images could be of the order of £3 million to £5 million.
In developing the tourism brand, Bord Fáilte and its tourism industry partners are liaising closely with a number of other agencies, such as the Department of Foreign Affairs, An Bord Tráchtála. An Bord Bia and the IDA, involved in promoting Ireland's image abroad. Regular co-ordination is also taking place within the foreign earnings committee.
I will convene a special meeting of the foreign earnings committee tomorrow to examine the response of State bodies in dealing with the impact of the recent BSE scare. The main purpose of that meeting will be to ensure maximum co-ordination of effort and use of State resources to ensure that the message about the superior quality and clean, green image of Ireland's food produce is being communicated coherently, especially in our key international markets.
Is the Minister's approach not entirely consistent with that of the Government in respect of the BSE scare? It sets up a committee where matters are discussed but no conclusions are reached and it then sets up another committee to discuss what the first committee decided. Does the Minister consider that, rather than setting up committees, important though the foreign earnings committee is, he and his colleagues should visit the countries to which we export beef to proclaim the virtues of that excellent product? Why does the Minister not get off his butt on this issue?
I am not sure if the Deputy has examined the remit of the foreign earnings committee.
I have.
It was established long before I was appointed Minister for Tourism and Trade and its function is to generate as much foreign income earnings as possible for Ireland. That involves the heads of all semi-State bodies sending a clear and coherent message abroad about our clean, green image and the high quality of our beef.
Would the Minister not do that himself?
It is a question of working actively in the markets on behalf of Ireland and that is the clear message I will send out tomorrow.
Will the Minister not carry the package himself?
Why will it take until tomorrow for this committee to have a meeting with semi-State staff and civil servants? The Minister has been so tardy in carrying out his duties, he has only now called this meeting.
The meeting is called now, but the committee and I have been working in a complementary way. The Taoiseach, the Government, the Minister for Agriculture, Food and Forestry and An Bord Bia are involved. The reopening of many of these markets as a result of intensive lobbying, etc. will send a clear message to all our trade and marketing workers abroad about the value, quality, wholesomeness and goodness of Irish beef.
There should have been an early meeting of this committee. Given that the question relates to tourism and our green tourism product, will the Minister outline the measures he is taking in relation to golf?
There has been an investment of more than £2 million in the golf product in the past ten years. This product is concentrated on in the higher yield markets in the United States and Continental Europe and we expect to double the number of golfers who will come here to 370,000 by the end of 1999. There is a very high revenue yield from this product and the Department and Bord Fáilte are concentrating on it.
Will the Minister outline the areas covered by the £5 million which will be spent in developing a new tourism brand for Ireland?
The balance which must be struck between development and conservation has been acknowledged. We must improve the seasonality profile of tourism and enhance existing investment rather than create new developments. The brand proposition which builds on the emotional experience and our key tourism assets, that is accessible unspoilt scenery and interaction with friendly and engaging people, has been derived from extensive consumer research abroad. The proposition is being worked on in an effort to develop various identities, images and advertising and to support a major marketing push later this year. The development costs of the brand and associated images will be approximately £3 million-£5 million over an 18 month period.
Spending £5 million on an emotional experience seems to be rather excessive.
(Interruptions.)
That concludes questions for today.