Vol. 467 No. 4
20 Mr. O'Malley asked the Minister for Tourism and Trade the steps, if any, being taken to attract greater numbers of tourists from South Africa, Australia, New Zealand, Japan and South America; and if he will make a statement on the matter. [13427/96]
56 Mr. Ellis asked the Minister for Tourism and Trade the number of Japanese tourists who visited Ireland in each of the years from 1993 to 1995; and the plans, if any, he has to increase this market share in 1996 and in future years. [13336/96]
I propose to take Questions Nos. 20 and 56 together.
Overall responsibility for the promotion and development of Irish tourism in overseas markets rests with Bord Fáilte. I am advised by Bord Fáilte that it has set up a new market development unit to identify, evaluate and exploit opportunities emerging in markets outside Western Europe and North America. Bord Fáilte has also been undertaking a variety of activities in these markets such as participation at major consumer shows, travel trade seminars, trade advertising, media visits to Ireland and direct consumer advertising.
Deputy Ellis inquires specifically about the number of Japanese tourists who visited Ireland in recent years. The number of tourists from this market in 1993 was 18,000 rising to 22,000 in 1994 and 30,000 in 1995. Overall, this represents an increase of 67 per cent in visitor numbers since 1993.
I might add that the Marketing Sub-Programme of the Operational Programme for Tourism, 1994-1999 recognises the opportunities to develop new business from markets such as Australia, Canada, India, Japan, South America, South Africa and South East Asia. To this end, the marketing sub-programme envisages providing support for marketing programmes which are aimed at diversifying into new markets in Europe and further afield and the sub-programme allows for higher maximum aid rates for such new market activity.
I am sure the Minister is aware that London, which is a 55 minute flight from Dublin, is chock full of tourists from these countries, particularly Japanese tourists who are readily identifiable as they tend to travel in groups. Even though there may be an increase in the number of these tourists who visit Ireland, the figure is still tiny. Japanese tourists are among the most high spending tourists in the world and we should make an effort to develop that market. Is the scheme which was operated some years ago under which visitors from these countries who travelled to London got a free flight to an Irish airport still in existence? What specific steps does the Minister propose to increase the number of tourists from these potentially lucrative markets which are not being tackled at present? In his reply the Minister spoke globally and did not refer specifically to these markets.
Deputy O'Malley is drawing on his experience of dealing with south east Asia and Japan when he was a Minister. He is correct to the extent that the factors which have inhibited the growth of tourism from Japan include a low consumer awareness of Ireland, a lack of traditional family or ancestral links compared to long haul markets such as Australia and the US——
They have no ancestors in London either.
——the high cost of travel between Ireland and Japan and the absence of direct airlinks. While discussions have taken place on this matter, it is unlikely that airlines would regard flights from Japan to Ireland as commercially viable. On the question of a common air fare rating from Tokyo to London, this point has been made on a number of occasions. Another inhibiting factor has been the absence of a full-time Bord Fáilte office in Japan.
To put the matter in context, the number of Japanese people travelling abroad increased from 100,000 in 1963 to more than 13 million in 1995. Deputy O'Malley was accurate in his observation that Japanese people travel in extensive numbers to Rome, Paris and London which have internationally known landmark tourist attractions. Bord Fáilte has focused on the Japanese market to some extent and a number of encouraging developments have taken place in recent years. For example, a part-time Bord Fáilte representative in Tokyo was appointed in 1992, packages to Ireland are now offered by 19 Japanese tour operators — ten packages include a few days in Britain — and a further five Japanese operators offer fully inclusive tours for individuals only and language study tours.
A sum of £100,000 was allocated to Bord Fáilte from the Tourism Promotion and Development Fund in 1994 and 1995 to support additional promotional activities, including travel trade promotions, advertising etc. These advertisements which were aimed directly at consumers were placed in Japanese national newspapers and included special product advertising, including golf, English language learning and support for travel trade media visits to Ireland. The strategy has been to develop a relationship with leading tour operators in Japan and to secure steady and long-term growth by focusing on particular niche markets such as golf, sports and English language students. I have discussed the matter with Japanese operators and, given their traditional attitude towards holiday periods, it is much easier, more economical and more convenient for Japanese people to engage in these activities in south east Asia. I am aware of the potential of this market and I hope we can continue to develop it.
This year £1.235 million was made available to supplement Bord Fáilte's promotion and marketing spend overseas. Bord Fáilte has finalised its plans for the allocation of these funds which are directed towards the development of the markets referred to in the question. I hope the Japanese and other markets continue to improve as a result of these initiatives. I have made the point at trade missions abroad and with inward buyer missions here that in future countries which send frequent trade missions to Europe should include either a half day or one day visit to Ireland both from an industry-business sense so that they can see the quality of our facilities and also to give them a flavour of how different we are from other European countries. I hope we are making progress in this area.
There are many other major tourist markets nearer home, particularly Britain, where we are not realising our true potential. This is mainly due to the lack of interest by travel agents in organising package tours and charter flights. Given the excellent airports in Sligo, Knock, Carrickfinn and Galway, will the Minister organise a special mission in so far as the west is concerned?
Deputy O'Malley's question referred to the revenue yield from high spending Japanese tourists. We have already discussed package tours. A few weeks ago I attended the opening of the travel trade fair for 1997 in the Burlington Hotel and at least 5,000 interviews were set up between product buyers from Britain and Irish travel operators on the issue of package tours and other specific requirements. The aspects mentioned by the Deputy have been taken into account in a number of these discussions.
