I propose to take Questions Nos. 6, 31, 36 and 39 together.
The information requested by the Deputy Byrne is as follows:
Seasonal Overseas Tourist Numbers (as % of total) outside the peak July/August period.
1990
|
1991
|
1992
|
1993
|
1994
|
1995
|
1996
|
70%
|
70%
|
69%
|
70%
|
71%
|
70%
|
72%
|
As I have said in reply to previous questions, specific targets have been set under the Operational Programme for Tourism 1994-1999 for improving tourism activity in the shoulder and off-peak seasons. At the beginning of the programme 70 per cent of visitors came to Ireland outside the peak season and our aim is to have 75 per cent of visitors arrive outside the peak period by 1999. The mid-term target set out in the programme is for 72 per cent of visitors to arrive outside the peak period and I am happy to say this target was reached during 1996. To help achieve the 1999 target, the level of business outside the peak season needs to be significantly increased. It is mainly up to the industry itself to make the necessary adjustments in terms of product development and marketing to achieve this goal. A number of specific initiatives are currently under way to help industry address the extension of the season.
On 15 January I launched the Celtic Flame Music Festival. This initiative is based on a recommendation of the Tourism Council and its aim is to further build tourism in the off-season. Festival events took place in Galway from 20-23 February, in Cork from 25 February to 2 March and in Limerick from 7-9 March. Although I have not yet received final figures for numbers attending, I understand that these events attracted a significant level of interest. The festival also acted as a lively lead-in to the very successful St. Patrick's Day Festivities in Dublin which I am convinced have the potential to become a further major attraction in the shoulder period.
On 10 February the Minister of State, Deputy O'Sullivan, launched the 1997 Domestic Tourism Marketing Initiative. This major boost to domestic tourism will provide an added impetus in the off-season. A recent survey on the domestic holiday market commissioned by Bord Fáilte concluded that the home product has improved dramatically in most people's experience. It is considered attractive, available and affordable. In particular, short breaks were seen as seasonally flexible and weather is no longer regarded as a major impediment.
At the level of product, the improvement in the range and quality of weather independent facilities in recent years and the substantial investment in the marketing of these facilities is designed to improve the seasonality profile of the industry. The assistance which the industry has received under the tourism operational programmes has been of considerable benefit in this regard.
It will also serve to complement the success to date of overseas tourism marketing, which is a State industry partnership marketing initiative promoting Ireland on a year round basis in our key markets and whose campaigns are directed at attracting visitors outside the peak season.
Finally, the launch last year of Tourism Brand Ireland formed a key part of a new strategic approach to marketing designed to address major issues such as yield, regional spread and seasonality. The advertising emphasis is on aspects of the Irish holiday such as human interaction, culture and historical heritage, which are not season dependent.
All these initiatives are aimed not only at increasing numbers but achieving greater growth in tourism revenue outside the peak period. CSO figures show consistent increases in revenue generated by overseas visitors during the off-peak months of October to March. For example, in 1996 there was an increase of over 9 per cent to £626 million compared with 1995.