My Department's primary function in so far as tourism is concerned is to assist me in determining national tourism policy and development priorities and to monitor implementation of that policy. In all the circumstances, I consider it neither appropriate nor desirable to nominate an individual in my Department to oversee the budget or any other specific end of the tourism market, as suggested in the question. Such matters come within the statutory responsibilities of the State agencies working in co-operation with the tourism industry.
While the question refers to "overseeing" sports groups, activity groups, backpackers, walkers, cyclists, campers etc., I assume it relates to plans to develop and market a niche tourism product in the categories mentioned. There may be concerns that in our efforts to develop Irish tourism we are concentrating exclusively on the higher yield markets at the expense of niche tourism products, particularly those that might be perceived as budget tourism. Such concerns, while understandable, are without foundation.
The development of niche markets is a priority of the Operational Programme for Tourism 1994-99 under its product development and marketing sub-programmes. This is in line with my policy to discourage the development of mass tourism in Ireland which could undermine both the quality of the tourism product and give rise to concerns about our environment and landscape. It is also significant in terms of tackling the problem of seasonality which has beset Irish tourism for years. We are making significant progress in addressing this issue which will not only allay fears about the dangers of mass tourism but will help to make the industry more profitable and help to sustain permanent jobs as distinct from the part-time and seasonal employment traditionally associated with the tourism sector.
To this end, the marketing of Ireland has now moved to a situation where the development of a strong and sustainable brand identity is agreed by all the major partners to be a strategic challenge in the coming years. This newly developed brand image has focused on the specialist markets offering greatest potential and how best to target them. The focus is on the production and marketing of high quality specialist interest holidays.
That is not to say that the budget tourist does not continue to receive attention. Bord Fáilte has been instrumental in establishing product marketing groups which include those involved in cycling and walking promotion and has elevated the status and promotional awareness of such activities. The groups' distinctiveness and success lies in the collaborative efforts of State tourism agencies and their tourism industry partners.
From now on, the niche markets of culture, heritage and activities will be given focus under the umbrella of the mother brand. The greater sophistication in the branding approach has led to a more focused market segmentation, long-term market planning and positioning. It has not in any way sought to undermine the budget tourism market but rather to allow tourism marketing to convey that an Irish holiday is not a transient happening but something with lasting benefits. That is our unique selling proposition.
