Vol. 477 No. 4
6 Mr. Molloy asked the Minister for Tourism and Trade his views on the Irish Tourist Industry Confederation assessment that the off-peak season has shown little change; the policy decisions, if any, which will be implemented in order to achieve greater growth in tourism revenue in the off-peak season; and if he will make a statement on the matter. [9352/97]
31 Dr. Woods asked the Minister for Tourism and Trade his views on whether off-peak and shoulder season tourism are among the most undeveloped areas of the Irish tourism industry; and if he will make a statement on the matter. [9238/97]
36 Mr. E. Byrne asked the Minister for Tourism and Trade the percentage of visitors arriving in Ireland outside the peak July and August period in each of the years from 1990 to 1996 inclusive; the further plans, if any, he has to improve the seasonality profile of Irish tourism; and if he will make a statement on the matter. [9338/97]
39 Mr. O'Malley asked the Minister for Tourism and Trade his views on the Irish Tourist Industry Confederation assessment that the off-peak season has shown little change; the policy decisions, if any, which will be implemented in order to achieve greater growth in tourism revenue in the off-peak season; and if he will make a statement on the matter. [9353/97]
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.
In 1996 some 17 new hotels opened in Dublin, which is almost half the total built in the country as a whole in the preceding 12 months. In 1984 there were only 65 hotels in Dublin, in 1996 there were 104 and by the end of this year the figure will have increased to at least 117, with a further 26 hotels in the pipeline. Taking account of the fact that I am speaking specifically about Dublin, with that type of hotel accommodation available can the Minister say whether these hotels will survive in the off-shoulder season? I hope the boom will continue into eternity but in the event of the bubble bursting what action does the Minister contemplate taking in regard to this type of burgeoning hotel accommodation?
A total of 6,800 rooms is not an enormous amount for a capital city. Brussels, for example, has about 20,000 rooms but it is a different type of city and attracts a different type of development.
Many of these points were raised at a recent seminar on the growth of tourism in Dublin. Deputy Andrews raised a very important point. Hotel developments, including extensions, are commercial decisions made by people who want to spend money to get into the market because they believe they can make a profit. I would like to see a situation where the discourse we have begun about what will happen post-1999 when the current operational programme ends, is taken on board by everybody in the business. I would like to think that all new commercially driven hotels, and some speculative hotel projects, will involve themselves in promoting their industry.
It would not be fair to have a number of traditional hotels in the market spending money on marketing the industry in Dublin while others tend to wait for the benefit to arrive. We should continue to market aggressively the quality, facilities and range of experience that visitors here can have.
As Deputy Andrews is aware from discussions I had with him, it is important to go one step further and anchor business with major events such as the World Equestrian Games next year, the tall ships' visit to Dublin and, of course, the largest bicycle race in the world, the Tour de France, the magnitude of which people here are not yet fully aware of.
There are other such events, including the major American professional football league game, which will take place this July. That will bring an influx of many thousands of American football supporters from the United States and Continental Europe. That kind of activity lends itself not only to building a vacation around the event but to the possibility of creating further substantial benefits in terms of repeat business.
It is all about presenting ourselves in the best possible light and marketing ourselves in that way. We have now built the tourism industry to a point where it is rolling on a wave. Everyone associated with the industry must see to it that the wave keeps rolling.
The Minister will appreciate why Fianna Fáil has added sports to the tourism portfolio in its policy document, which makes a lot of sense. I commend Pat McQuaid and the Minister for the efforts they have made in bringing the Tour de France to Ireland. It is a wonderful development which is tremendously important and exciting. I have been following the Tour de France from the days of Fausto Copi in the late 1950s and early 1960s. It is a wonderful achievement and I commend everybody associated with it. It is in the national interest and I hope people here and the hundreds of millions of people watching the race on television will enjoy it. I hope those along the route of the Tour de France on this island of ours will benefit from it culturally and economically. I wish it well.
The quality and standard of hotels in the city and county of Dublin is exceptional. I can think of hotels in my own constituency — like Fitzpatrick's Castle, the Court Hotel in Killiney, the new Rochestown Park Hotel, formerly known as the Victor, and the Royal Marine in Dún Laoghaire — which are excellent and run by excellent hoteliers. The quality and standard of hotels in Dublin city and county, and indeed in the country generally, is really good. We do not have to worry too much about their marketing and development. However, I am concerned about the need to address the possibility of a downturn in the tourist industry, which, I hope, will never happen. Nevertheless, we should be prepared.
I share Deputy Andrew's view of the quality of the hotels run by the Fitzpatrick group and others. Research recently commissioned by Bord Fáilte shows a few interesting things. There has been a significant increase in people's ability to buy desirable products, with holidays being seen as an aspect of their lives. While foreign holidays still exert strong pressure, the domestic offer is not seen as inferior but different. The home product has improved dramatically in most people's experience. As I said in the main reply to this question, it is considered attractive, available and affordable.
It is important that the tourism industry shares the sense of co-operation and co-ordination shown in many other areas for the greater benefit of everyone and of the industry. The big sin in tourism was the inbuilt inward-looking jealousies which caused disruption on too many fronts. I am glad there is greater co-operation upon which we intend to build so that everybody understands that £1 invested in this industry has the potential, if handled properly, to be repaid many times.
I share Deputy Andrews's view on the Tour de France, which is the largest annual sporting event in the world. I hope the citizens respond to this initiative and that children will be given an opportunity at some point along the route to see the colourful caravan as it winds its way back to France.
During the course of the Minister's initial response he referred to the success of the Celtic Flame Music Festival. Is it intended to hold that again in 1998? Are there any similar initiatives for the winter, such as a festival of sound or magic? What is the NITB's involvement in the domestic tourism initiative following the Ballintubber meeting and any subsequent meetings?
The Celtic Flame Music Festival was recommended by the Tourism Council which felt, as we all did, that the St. Patrick's Day traditional festivities were too confined and that Ireland should not look at how others celebrate an Irish day; 4 July, Australia Day and Bastille Day are claimed by others. This is traditionally a shoulder season so it was an attempt to build interest, particularly in Northern Ireland and Britain, in the Celtic Flame Music Festival. The intention is to make the St. Patrick's Day festivities into a week long festival leading up to St. Patrick's Day by the year 2000. It holds great potential.
The Tourism Council looked at a range of other options and I assume that when we review the Celtic Flame Music Festival this year, those options in respect of the winter period will also be considered. The Tourism Council recommended that March would be a better option than the winter months.
I do not have any details of the Northern Ireland Tourist Board's involvement in the domestic tourism initiative, but I will forward them to the Deputy.
People such as Stephen Roche, Seán Kelly and Paul Kimmage, should be commended for their involvement in the Tour de France. It was their achievement as successful cyclists in this competitive international race which brought this festival of cycling to this country.
I agree with the Deputy. We should also pay tribute not only to the Government for agreeing to allocate funding because one cannot sponsor the Tour de France, but to the race director, Mr. Jean-Marie Le Blanc, who consistently said he would not offer this event to any other country — many wanted to have it — until Ireland had made up its mind. I am happy to have been associated with it. Ireland will benefit enormously from this event. Some 960 million people internationally will watch this race and they will see Ireland's countryside, towns and people giving the French and their entourage a warm reception as they did in 1798 in Enniscorthy.
There will be a feel good factor such as we experienced when the Pope came to Ireland in 1979. We will all reap the spiritual and financial benefits.
If newspaper comments are correct, the Deputy might have an important position along the route.
The Minister is extremely kind. I am overcome with gratitude and emotion.
