Dáil Éireann debate -
Thursday, 10 Apr 1997

Vol. 477 No. 4

Written Answers. - Tourism Industry.

Tony Killeen

Question:

90 Mr. Killeen asked the Minister for Tourism and Trade his views on the role of innovation in Irish tourism; the plans, if any, he has to encourage further emphasis on innovation; and if he will make a statement on the matter. [9460/97]

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

Innovation is desirable and necessary in all areas of business endeavour including tourism. Organisations that are swift to perceive the need for change and flexible enough to adapt are those most likely to endure in today's competitive environment.

From a tourism marketing aspect one of the most innovative events in recent years was the launch in November last of the new Tourism Brand Ireland developed following extensive international consumer research. All of the industry is unifying behind the new brand which incorporates an all island approach in co-operation with the authorities in Northern Ireland.

Also for the past three years we have operated an innovative marketing partnership with the private sector for destination marketing in our key markets. This is part of the emphasis by Government on a partnership approach with the industry in developing the tourism sector. It is through this partnership approach that the well of innovative thought and new ideas within the industry can best be tapped into.

Through the vehicle of the new tourism council, which I chair, I am open to many proposals and suggestions for improving our tourism product such as how we tackle the areas of seasonality, manpower and training. In addition the ongoing contact that I and my officials have with the tourism promoting agencies are all used to emphasise the need to continually examine methods of operation and how strategies and programmes might best be adapted or improved.

The Operational Programme for Tourism, 1994-9 which sets out the principal objectives of Ireland's tourism policy and sets targets and structures for the development of the sector up to the end of the century is currently at the stage of its mid-term review. The opportunity is being taken in the course of this exercise to consider,inter alia, if new directions and alternative concepts might be capable of being developed in the remaining half of the programme.

While I have said at the outset that openness to innovative thought is essential if we are to compete successfully in the world tourism marketplace, I believe we must, at the same time, be conscious of the fact that our tourism appeal is largely based on visitors interest in our heritage, history, culture, our relatively clean environment and the innate friendliness of our people. While, therefore, we must always encourage innovative energy, it will achieve best results for as long as we ensure that it is anchored to the tourism strengths that we have and to the ever-present need to maintain high quality of product and service.