Vol. 470 No. 3
8 Miss Quill asked the Minister for Tourism and Trade if his attention has been drawn to the criticism that not enough is being done to promote Ireland as an all-year round tourist destination; and if he will make a statement on the matter. [18859/96]
One of the principal objectives of the Operational Programme for Tourism, 1994 to 1999 is to encourage significant growth in the shoulder and off-peak periods. In 1995, the number of off-peak tourists is estimated to have increased by 18 per cent, a full three percentage points ahead of overall tourist growth for that year. The addition to the range and quality of weather independent facilities in 1996 and future years, together with substantial investment in marketing, is geared towards achieving further increases in tourist numbers and revenue in the shoulder and off-season periods.
The Minister of State, Deputy O'Sullivan's domestic tourism marketing initiative will provide an added boost for business in the autumn and winter periods this year. Co-operative advertising on radio, television and in the press over the period September to November and again in the early part of 1997 will heighten the awareness of Irish consumers to the attractions of holidaying at home. The overseas tourism marketing initiative, which is a State-industry partnership marketing initiative, promotes Ireland on a year round basis and many of its campaigns are conducted outside the traditional high season. This initiative is acknowledged by the industry to be particularly successful.
Seasonaility is a major concern of the Tourism Council which I chair and the issue has been discussed at each of the meetings of the present council to date. At the last meeting in Ballintubber Abbey on October 11 the Council agreed on a special seasonality programme for the spring of next year. This programme will have a musical theme and is expected to include activities in Dublin, Galway, Limerick and Cork. The event is scheduled for the first two weeks in March and will act as a lead in to other events such as the St. Patrick's Day festival. In terms of target markets the council envisages that Britain, Northern Ireland and the home market offer the best prospects for the festival. I agreed to the allocation of £125,000 to Bord Fáilte specifically to support the programme.
Does the Minister agree that, in the context of tourism today, it is outdated to talk of tourist season and of extending it in the shoulder and off-peak periods? Surely our tourism product is now of such a high standard that we should promote Ireland as an all-year tourist destination?
Deputy Quill's question suggests that not enough is being done to promote Ireland as an all-year tourist destination.
The Minister spoke about shoulders and peaks.
Those are well recognised by the practitioners in the industry. These people are on the Tourism Council and have recognised that we should do more in certain months to achieve what the Deputy and I both want — to make Ireland an all-year tourist destination. The Tourism Council comprises people who are practitioners in the industry and they know what is required. They have come up with this initiative to build on the international recognition of all forms of Irish music as a wonderful European attraction. Currently no international events of any great significance take place in early March of any year so we want to establish a new foundation for musical ventures in Ireland in the four centres I mentioned. The centres chosen may feature country music, Irish music, etc. We want this to lead into the other festivals in St. Patrick's week in order to build up what has traditionally been a slack period. I share the Deputy's view and am anxious to promote Ireland as a year-round destination for tourists from all over the world.
Four venues were mentioned in this venture to help year-round tourism but none of them is in the north.
It is an experiment and one cannot choose every area. We chose four major urban areas and while the events may take place there the intention of the Tourism Council is to link that to an expansion in the region of each centre. It would be a rather big region that included both Inishowen and Galway but we hope the experiment can be built on and will pay dividends.
I am not asking for a venue in Inishowen, just remarking that Galway is in the far west but Donegal is in the far north and there are no venues near it.
Also in regard to seasonal tourism, does the Minister think we should develop marinas and cruise centres in ports and harbours all over the country? The Minister knows Carrickarory pier in Moville, which cruise liners pass on their way to Derry. We could have a year round cruise stopping point there to enable many visitors to come to our area but we cannot get money for repairs to the pier. Would the Minister consider working with the Minister of the Marine and the Minister for Enterprise and Employment to provide funding for the pier?
The Deputy's point about developing cruises is important. This concept only came to Ireland a few years ago but it has paid huge dividends and it is now expanding into Galway and other areas. However, I recognise the cost of developing proper points and landing points. Under the Operational Programme for Tourism money is available for the development of marinas and a number have been assisted financially in various parts of the country. One never has sufficient funds to deal with them all, much as one would want to, but it is possible to have marinas with anchoring points, which are must less costly and would provide the same benefit to people pulling into a port for a night or two. The Deputy made a valid point about co-operation between the European Regional Development Fund programme, local authorities and the Department of the Marine for pier and port development. I have placed emphasis on the "Cruise Ireland" concept. Those who disembark from such cruise liners can have joined them anywhere in Northern Europe. While Ireland was off the route it is now firmly on it and we intend to keep it that way.
Will the Minister look at places, such as Carrickarory Pier, in the context of this initiative? At present we are watching cruises travel to Derry, where people there have taken the initiative to ensure they come. In the meantime we talk about forthcoming initiatives. We need action so that we can get our tourists into Inishowen.
The Deputy needs to have discussions with the regional tourism organisation, the local authority and the Department of the Marine in respect of landing points. Those involved in the cruise business are anxious to have as many landing places as possible to show their passengers the uniqueness of this country and its wide and varied attractions. The Deputy must keep working at it. I do not have a magic wand to resolve it overnight.
While I welcome the Ballintubber initiative, the amount of funding available is hardly over generous. What plans does the Minister have to improve access in the off season which he and others have recognised as being a major deterrent? It is a chicken and egg situation because the level of access is to some extent dictated by the number of people who want to use it, and vice versa. This has been raised with him on previous occasions. Has he taken it into account with regard to developing all year tourism, especially to the west?
When one considers the European Regional Development Fund programme under the Operational Programme for Tourism, the money is being spent and allocated for the provision of facilities which deal with all year personnel. The provision of leisure complexes, hotel accommodation and other tourism facilities are very important in this context.
The Minister of State is dealing with the domestic tourism market, which is worth over £600 million per year. I have succeeded in having £500,000 allocated for the promotion of this area. When one considers the position of those who leave the country on their holidays every year and those who visit the country and spend their money, it would be a much more lucrative operation if everybody at home was persuaded to take their holidays here, which is not possible.
The European Regional Development Fund funds are important, with private investment, for creating facilities that last, available all year and of the necessary standard. There is then the home holiday marketing initiative which is the responsibility of the Minister of State.
The money allocated for the Ballintubber initiative, as the Deputy correctly calls it, will not deal with the provision of the events; it is only as an assistance and promotion for them. A detailed timetable and agenda have been worked out for this on which I place great emphasis because when we asked the tourism council and the practitioners in the tourism industry to give us a range of ideas and initiatives that they would see as important for the tourism industry, the music theme was a common denominator to many of them. I hope that it will prove successful as an experiment and that it will become established on the Irish market as being an international musical month leading up to the St. Patrick's day festival when it can come to a successful conclusion.
