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 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 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.