Martin Cullen
Question:12 Mr. Cullen asked the Minister for Tourism and Trade the amount spent on Tourism Brand Ireland in 1996; and the projected costs for 1997. [2504/97]
Other Questions. - Tourism Marketing.
Seamus Brennan
Question:35 Mr. S. Brennan asked the Minister for Tourism and Trade if he will ensure the name "Ireland" appears under the new tourism identity logo in view of the recent new approach to marketing Ireland. [2540/97]
Ivor Callely
Question:101 Mr. Callely asked the Minister for Tourism and Trade the total budget in 1997 to promote Ireland as a tourist attraction; the comparative figures for 1995 and 1996; and if he will make a statement on the matter. [2678/97]
I propose to take Questions Nos. 12, 35, and 101 together.
The Minister of State made a comprehensive statement in the House on 26 November in reply to a range of similar questions in relation to the new tourism brand. In that reply, it was indicated that the development phase of the brand project had now been completed and Bord Fáilte, working with its tourism industry partners throughout the island and overseas, had assumed responsibility for the management of the brand and putting the necessary resources and effort behind its successful deployment. Matters in relation to the cost and rollout of the brand fall within the day-to-day responsibility of Bord Fáilte.
As I have indicated in reply to previous questions on the subject, Bord Fáilte estimates that up to a total of £60 million per year is spent on a broad definition of tourism marketing, funded by the Exchequer, the EU and industry sources. The objective will be to reorient an increasing element of that diversified expenditure behind the tourism brand initiative.
Will the Minister confirm that Mr. Toolan, who was largely responsible for this apparently excellent initiative, is seeking some form of complex sponsorship from various organisations, including Guinness, to piggyback, as it were, a joint partnership or joint venture in relation to tourism abroad? Can the Minister indicate whether the £5 million he is seeking under that heading has been achieved? Is it achievable in the circumstances?
The international marketing director of Bord Fáilte has conducted negotiations in terms of co-branding deals with a small number of commercial companies which would derive economic and marketing benefit through association with the new brand. Those discussions are still going on. I cannot say at this stage what the results might be in terms of economic input.
There has been no result to date.
Written Answers follow Adjournment Debate.