Dáil Éireann debate -
Tuesday, 16 Apr 1996

Vol. 463 No. 8

Written Answers. - Tourism Industry Targets.

Desmond J. O'Malley

Question:

23 Mr. O'Malley asked the Minister for Tourism and Trade the targets, if any, he has set for the tourism industry for 1996; the steps being taken to help achieve these targets; the progress made to date; and if he will make a statement on the matter. [7478/96]

Minister for Tourism and Trade (Mr. E. Kenny)

Specific targets for growth in tourism have been set out in the Operational Programme for Tourism 1994-99, which envisages the achievement in 1999 of foreign exchange earnings of £2.25 billion and of 120,000 tourism job equivalents. These targets envisage average annual growth rates of 9 per cent and 5 per cent in foreign exchange and employment creation, respectively. The Operational Programme for Tourism also contains mid-term targets for the end of 1996. These envisage the achievement in 1996 of foreign exchange earnings of £1.8 billion and of 105,000 tourism job equivalents.

Provisional figures released recently by the Central Statistics Office indicate that foreign exchange earnings in 1995 rose by 12 per cent to £1.677 billion. Tourism related employment rose to 96,000 in 1994 and early estimates are that the figure may have exceeded 100,000 in 1995. While there are no statistics available as yet on visitor numbers this year, I understand from Bord Fáilte that the level of inquiries received to date is encouraging and there is confidence that the mid-term targets will be reached. In the light of the success achieved in recent years and the prospects for the year ahead every effort is being made to ensure that the tourism sector continues to expand and develop. As the House will already be aware, priorities for Irish tourism are set out in the operational programme which provides for a total investment of £125 million in marketing, £110 million in training, and £287 million in product development, over the life of the programme.

Meanwhile, in line with the importance which I attach to tourism promotion, I recently decided to allocate a further £1.235 million this year to Bord Fáilte over and above its normal allocation, for further marketing and promotional activity. In addition, the Overseas Tourism Marketing Initiative will in 1996, for the second successive year, undertake marketing campaigns in Britain, France, Germany and the US. In line with the Arthur D. Little consultancy review, Bord Fáilte has been divesting itself of non-core functions and refocusing its resources on international marketing with three key priorities: selling and promoting Ireland overseas; helping the less mature elements of the industry to develop their marketing and product development capabilities; and providing information for enhanced decision making by marketeers, investors and managers in the industry as well as Government. In the longer term, the work currently ongoing in Bord Fáilte on the development of a destination brand for Irish tourism, will help to position Ireland as a unique and high quality destination.