Dáil Éireann debate -
Wednesday, 5 Mar 1997

Vol. 475 No. 8

Written Answers. - Tourism Development.

Robert Molloy

Question:

39 Mr. Molloy asked the Minister for Tourism and Trade the measures, if any, he has taken to develop tourism business from South America, Australia, New Zealand and the Far East; if so, the success that has been achieved to date in this regard; if he will give details of the marketing initiatives, if any, planned in these areas in 1997; and if he will make a statement on the matter. [6017/97]

Minister for Tourism and Trade (Mr. E. Kenny)

At the outset I would like to point out, once again, that overall responsibility for the promotion and development of Irish tourism in overseas markets rests with Bord Fáilte.

In pursuit of the most efficient use of their resources Bord Fáilte advise that its marketing effort is of necessity focused on areas where the best economic return can be realised. Bord Fáilte has, therefore, targeted the Australian and New Zealand market as priority long-haul markets. It recently undertook workshops in five major Australian and New Zealand cities, involving almost 800 travel agents. A co-operative advertising campaign has also been undertaken in those markets with British Airways on television, press and cinema.

The holiday market sector from Australia increased by 9 per cent in 1996 and inquiries to the Bord Fáilte office for January and February of this year are particularly strong, running at 76 per cent ahead of the same period in 1996.

As to the Far East, the Japanese market also displayed significant growth last year, increasing by 10 per cent and individual specialist segments such as English language schools are now beginning to target this market successfully.

In South America, Bord Fáilte has increased the Ireland programme with tour operators. It also brought selected trade and media to Ireland from four South American countries last year and participated with the British tourist authority in four Latin American workshops.