Minimising the impact on tourism of the current breakdown in the peace process is a priority for both the tourism industry and the various State bodies involved in tourism promotion and development. However, it is important to acknowledge that even before the promising ceasefires in late 1994, the Irish tourism industry was growing at an accelerated rate, and continues to do so, and that recent events, regrettable and worrying though they are, do not represent a return to continuing and widespread civil disturbance.
The key strengths in the Irish tourism industry, built up over many years through major investments in the product, increased marketing resources, improved air and sea access and general improvements in the Irish economy, should prove valuable assets in the challenge to overcome present difficulties and expand our tourism industry further.
Bord Fáilte's plans for the overseas marketing of Irish tourism are continually reviewed with particular regard to factors which could affect travel prospects from specific foreign markets. Their continuous monitoring of overseas markets indicates inquiry levels remaining stable to date and that 1996 should prove another record-breaking year for Irish tourism.
Bord Fáilte's 1997 tourism marketing campaigns are now being prepared and will incorporate the launch of the new Tourism Brand Ireland. The brand launch will also involve extensive consumer advertising, and the largest single element will be TV campaigns in major overseas markets, including Britain, France, Germany and the USA. Much of this activity is taking place in conjunction with the ongoing industry-led Overseas Tourism Marketing Initiative — OTMI — which is a partnership between the tourism industry and the State sector.
Finally, Bord Fáilte and the Northern Ireland Tourism Board continue to enjoy a good working relationship. This manifests itself most significantly in the OTMI where both tourist boards are active participants. Cross-Border co-operation in areas of common interest will continue to be a priority of my Department, including encouraging joint marketing activities wherever feasible.