Vol. 482 No. 1
16 Mr. Spring asked the Minister for Tourism, Sport and Recreation the efforts, if any, his Department has made regarding the promotion of an extension to the tourist season regarding visits from the United Kingdom and Europe; and if he will make a statement on the matter. [17300/97]
33 Mr. O'Shea asked the Minister for Tourism, Sport and Recreation the plans, if any, he has to increase the duration of the tourist season into a 12 month period; and if he will make a statement on the matter. [17298/97]
45 Mr. O'Shea asked the Minister for Tourism, Sport and Recreation the funding, if any, which was made available to Bord Fáilte by his Department in relation to their efforts to extend the tourist season; and if he will make a statement on the matter. [17297/97]
I propose to take Questions Nos. 16, 33 and 45 together.
Specific targets have been set under the Operational Programme for Tourism 1994-99 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 during the off-peak season and the aim is to increase this figure to 75 per cent 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 that this target was reached during 1996.
On the product development side, the addition to the range and quality of weather independent facilities in recent years is helping to improve the seasonal profile of the tourism product range. The assistance which the industry has received under the Tourism Operational Programme has been of considerable benefit in this regard.
On the marketing side, the overseas tourism marketing initiative, which is a State-industry partnership marketing initiative, promotes Ireland on a year round basis in the key tourism markets of the US, Britain, France and Germany. Many of its campaigns are directed at attracting visitors outside the peak season. Tourism Brand Ireland is 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 experience such as human interaction, culture and historical heritage which are not season-dependent.
The Tourism Council has been very active over recent years in developing new projects and ideas to extend the tourist season. The Celtic Flame Music festival is an initiative which emerged from a recommendation of the Tourism Council. Last week at the first Tourism Council meeting under my chairmanship, it was agreed that £100,000 would be provided towards the costs of the Celtic Flame Festival for the early season next year. This proposal is specially aimed at attracting visitors from Britain and Europe.
