Vol. 475 No. 8
43 Dr. McDaid asked the Minister for Tourism and Trade if he intends to conduct a detailed audit of Irish tourism in terms of its objectives, strategy and impact of marketing; and if he will make a statement on the matter. [6000/97]
50 Mr. Cowen asked the Minister for Tourism and Trade whether he has requested Bord Fáilte to produce an annual research plan based on the needs of the tourism industry; and if he will make a statement on the matter. [6004/97]
I propose to take Questions Nos. 43 and 50 together.
The Operational Programme for Tourism, 1994-99, sets out the principal objectives of Ireland's tourism policy, and strategic targets for the development of the sector up to the end of the century. The programme includes objectives, strategies and targets across such key areas as product development, marketing and training. Progress in achieving key targets has been good to date and the industry is on track to reach foreign exchange evenings of £2.25 billion and total employment of 120,000 by 1999.
This programme is currently the subject of a comprehensive mid-term evaluation, including impact of marketing expenditure, having regard to its stated objectives and strategies. Certain refinements and adjustments may be made to the programme later this year arising from the conclusions of this exercise.
Meanwhile Bord Fáilte Éireann, which is responsible for promoting and developing tourist traffic in and to the State in accordance with the Tourist Traffic Acts, 1931-1995, is also responsible for determining related research priorities and ensuring that such research is carried out satisfactorily. Since 1995, BFE has been restructured with a new focus on the international marketing of the Irish tourism product. As part of this new focus, the board is concentrating on three priorities: (i) selling and promoting Ireland abroad; (ii) helping the less mature elements of the industry to develop their marketing and product development capabilities; and (iii) providing information for enhanced decision making by marketers, investors and managers in the industry as well as Government.
As part of its new remit, Bord Fáilte is in regular consultation with all elements of the tourism industry to assess their ongoing needs and requirements, with programmes and actions being regularly adapted to take account of the outcome of such consultation. The board also provides for structured feed-back in many of its marketing and advertising programmes, forming the basis for ongoing research and review of effectiveness in the marketplace.
