I compliment the Minister on introducing the Bill which highlights the importance of the tourism industry which is the fastest growing sector of the world economy. It seems that people throughout the world want to spend their money on travel, learning more about the world and themselves in the process. Ireland has benefited from this growth but our success has not been a mere reflection of a global trend. Ireland has always been a quality destination, free from the stains of exploitation which have afflicted the industry in other parts of the world.
Every location has something to offer the tourist. It is significant that the growth in tourism numbers has coincided with an awareness of the tourism potential of a broad spectrum of locations throughout the country, not just the traditional holiday areas. If we wish to see this growth continue, we must think of Ireland not in terms of a few selected resorts but as a patchwork of towns, villages, parishes and regions, each of which has something to offer.
People come to Ireland for a variety of reasons. Our island offers the visitor from abroad something unique — fresh air; closeness to nature; a less hurried pace of life; friendly, warm hospitable people; often something mundane as silence; the opportunity to hear birds singing, and to watch clear unpolluted water rushing over pebbles in a stream. Others may be drawn by our culture and a wish to walk the same paths as Patrick Kavanagh, George Bernard Shaw, James Joyce or some of our famed musicians. Many continue to come to see the land of their ancestors and to trace family ties. For them, a visit to Ireland is often a personal pilgrimage. Such visitors predominantly came from North America but more Australians whose ancestors may have been forced to leave in the last century are now able to make the long journey here.
All our tourism attractions can be boiled down to a number of assets, namely, our environment, people and landscapes of such magnificent variety. Our people maintain a unique blend of warmth and hospitality, a desire not simply to please but to be of genuine assistance — qualities that they transmit to visitors in spite of language barriers. Tourists realise that these qualities are genuine and not part of some careful choreographed show.
Our success as a tourist destination is all the more remarkable when one considers our proximity to the sad events which afflicted the province of Ulster for 30 years. These have been broadcast on television screens throughout the world and no doubt have had a dampening effect on overall tourism growth, especially in Border areas, but we have been able to attract people who knew that the troubles were restricted and at no time did we tell visitors to our shores that they could not or should not visit the North. With the advent and consolidation of peace we will be able, in pursuance of cross-Border initiatives, to advise tourists to visit the North with more enthusiasm.
As a native of a Border county, I am aware of how much tourism can develop as a result of the cessation of violence in the other part of the province. I am also aware that cross-Border initiatives in tourism are as natural as the many beautiful landscapes and features, not to mention the warmth of the people, which are shared by areas on both sides of the Border and do not respect lines drawn on a map.
The river Erne flows majestically and imperceptibly from County Cavan to County Fermanagh. Anyone who has taken a boat trip along it can testify that it is only the local expert who can say when and where the Border has been crossed. Generally, the area is free of towers and barriers which may be associated with frontiers and divisions in other countries. The more northerly section of the Erne-Shannon waterway, formerly the Ballinamore-Ballyconnel Canal, means that such a journey can be made in comfort and in a manner which has few parallels in terms of relaxation.
The Erne-Shannon waterway is a shining example of the meaningfulness of cross-Border links to tourism in Border areas and the extent to which the revitalisation of these links can have an effect in areas other than the Border counties. It has given a new lease of life to towns such as Ballyconnel and Ballinamore and areas in south Fermanagh which before the canal's reopening seemed to have been left in some tourism backwater. Great credit is due to the former Taoiseach, Mr. Charles Haughey; the former Tánaiste, Mr. John Wilson; officials of the then Department of Tourism and Transport as well as of the Departments of Finance and Foreign Affairs who had the initiative to back this worthwhile venture.
Another area with potential for the consolidation of cross-Border tourism links is the west Cavan pan handle, an area of unique natural beauty and where the Shannon has its source. It is a paradise for those who relish proximity to nature — the walker, nature lover, geologist, artist and photographer. For over a decade walkers and hikers have been served by the Cavan Way, a trail which allows the visitor to glimpse the past and present, from the megalithic burial tombs of Burren to the sweathouses used by local people until the beginning of this century.
The Cavan Way connects with the much more extensive Ulster Way network of footpaths in Northern Ireland. There is potential for the development of cross-Border cycling trails while plans are afoot to restore the old railway bridge spanning the Border between Blacklion, County Cavan, and Belcoo, County Fermanagh, a structure which fell victim to the hostilities and insecurities of the past. I am glad to record my appreciation to the Minister for visiting the area with me and I wish to remind him, Bord Fáilte and his Department that we are still anxious to progress the Breffni mountain park proposal. It is proposed to develop a mountain park encompassing the Cuilcagh mountain range in Fermanagh, Cavan and Leitrim.
Another example of the potential for cross-Border initiatives is the village of Swanlinbar, which lies just south of the Cavan-Fermanagh border. The parish of Kinawley straddles the Border between both counties. It was a tourist resort and spa more than 200 years ago and rich people from all over the land travelled there to avail of its curative waters. It is an area of stunning beauty surrounded by steep mountain ranges. No one would think of promoting it without at the same time inviting the tourist to add to his visit with a trip to the neighbouring part of County Fermanagh to view the architectural marvels of Florencecourt or the even more spectacular Marble Arch caves, examples of the breathtaking architecture of nature itself.
The development of cross-Border initiatives in these areas is not a gimmick. They are as natural as one neighbour greeting another. We have been conscious of the limitations of seasonality in the tourism industry but we have begun to neutralise this problem. All of us want fine weather as the countryside appears so glorious in sunshine but we are realistic enough to know that rain, weather which is far from ideal, is often a fact of life, imposing the need to think in terms of "weatherproof" holidays.
Angling has always been an important part of tourism in Border areas such as Cavan, Monaghan and Leitrim. For the committed fisherman the changes in weather are unimportant. They seem content to sit along the shores of a river or lake in pouring rain. The angling season does not end in September, and it is not unusual to hear foreign languages being spoken on the streets of those counties in October and later in the year.
The opportunities for investment in the tourism sector have been taken up eagerly by the private sector throughout Ireland and credit is due to entrepreneurs in the Border area who invested in new tourism products before the cessation of violence and displayed great belief in the future of the country. New hotels have been built, bedroom numbers in existing hotels and guesthouses have increased, while new leisure facilities have sprung up. There has also been a much welcomed expansion of catering facilities such as cafes and restaurants serving food of the highest standards, frequently using local produce and stimulating the local economy in the process. Our success as a tourist destination must not make us complacent, as we must not rest on our laurels but try to ensure that our attractiveness as a destination continues.
Success brings its own responsibilities. We must ensure that we do not kill or in any way endanger the goose that has laid the golden egg. The environment is remarkably tenacious, but it is at the same time very fragile. The unexpected growth in visitor numbers can make heavy demands on the existing infrastructure, whether in the form of large coaches churning up country roads or the equally damaging effects of people clambering over walls to visit a historical or archaeological site. Thankfully, it is possible to lessen any dangers that might lurk on the horizon by intelligent, thorough and informed visitor management programmes. The tourist of today is a responsible person, aware of, and sensitive to, the need to leave nothing behind except footprints and take nothing away but good memories.
Sight must never be lost in our marketing strategies of the importance of making the visitors to our shore not only content with their experience but also anxious to share their experiences with their friends at home. Everyone in business knows that the best marketing consultant or publicist is a satisfied and happy customer. There is an ongoing need to train and educate and to utilise skills that exist.
Instruction in foreign languages for all those in tourism is essential. Even the ability to utter a few phrases in a language, especially those less widely spoken such as Dutch or Swedish, can make a big impact. The provision of tourist facilities is not just a one off transaction as it is part of a chain, every link of which must be right and in the best working order. Everyone working along these chains in the areas of information provision, catering, accommodation, etc., needs to be made aware of how important are their roles.
The importance of local initiatives in tourism development must not be underestimated. People have an understandable pride in their localities and a desire to share them with others. All of us take pride in our communities and parishes. It is not just a product for them, but something vital which they have helped to shape and of which they are a part. The Minister mentioned the uses to which the Internet is being put in promoting Ireland. A marvellous aspect of it is that it is accessible to everyone, including rural communities, who can in turn use it to promote their areas. One does not need to have a degree in computer science to produce an attractive website. The Internet enables small communities with tourism initiatives to share ideas and experiences, not only within Ireland but also throughout Europe. The provision of Internet and electronic mail facilities in primary schools has already led to the forging of strong links with other schools on the continent and as far away as Australia. These can lead to exchange visits, and it should not be forgotten that the schoolchild of today is the tourist of tomorrow.
An area that will play a more significant part in our tourism sector is the development of tourism for niche markets, catering for specialised interests. We should constantly explore these possibilities, applying our best brains to it, not just from the marketing sector. We have been very successful thus far. An example of the long-term benefits is the close connections between tourism and the arts, especially cinema. Ireland continues to be a prime location for movie makers. The contribution of a large, high-budget film crew to a local economy can be tremendous, but it does not end when the final scene has been shot, as cinema goers throughout the world, having seen the film, often seek to recapture some of the atmosphere by visiting the location.
The village of Redhills in Cavan was put on the map of the world thanks to the filming of "The Playboys". We should not overlook what has been done by our homegrown cinematic talent, frequently working on a low budget. Through their talents and skills they act as ambassadors for Ireland in its long and never-ending trek to attract more visitors to its shores. The Minister is to be commended on his work earlier this week while in the United States at the premiere of "Dancing at Lughnasa". I have no doubt his native county, Donegal, will benefit from the movie. I wish every success to the county and the Minister's endeavours in this regard.
It must not be forgotten that tourism promotion is a burden that should not be left solely on the shoulders of Bord Fáilte and local or regional organisations. All of us have a responsibility to play our part, especially if our jobs involve travel overseas. All branches of government, national and local, have their part to play, and no one who can make a contribution should be excluded. Deputy Deasy rightly pointed out the great work undertaken by local voluntary organisations throughout the country in promoting their own areas. During the darkest years of violence in the Six Counties, people from voluntary angling organisations in the counties of Cavan, Monaghan, Leitrim and Fermanagh went to England and other European countries to promote their home areas when it was neither fashionable nor profitable. They built up a customer base and the anglers return annually because they leave satisfied. Through the efforts and good work of voluntary people in the angling industry a substantial tourist business was built up, which is a great credit to everybody involved. This happened during some of the most difficult years, when Ireland was getting adverse publicity on television screens throughout the world.
Fate has not blessed Ireland with vast mineral resources. However, it has provided us with two, inestimably richer resources — a beautiful environment and a warm and welcoming people. Unlike other resources, these will not run out but will renew themselves continuously. We must ensure that the benefits of tourism are spread throughout the island. Tourism has and will continue to contribute to the economy. However, we should not only think of it in terms of money or as yet another product to be sold. Our home is a beautiful place and our island has such natural attractions that we should want to share it with people from other parts of the world.
I hope tourism will be one of the main areas to be dealt with by the cross-Border bodies to be established under the British-Irish Agreement. The whole island will benefit if the 32-county tourism product is marketed as a single product.
