Vol. 520 No. 4
33 Mr. Deasy asked the Minister for Tourism, Sport and Recreation his views on whether Bord Fáilte is the best possible vehicle for the promotion of tourism; if he has any alternative strategies in mind; and if he will make a statement on the matter. [15930/00]
As I have indicated in earlier replies to Deputy Deasy, I believe the implementation of national tourism marketing and promotion policies is best undertaken by a dedicated executive body such as Bord Fáilte, working in concert with the tourism industry. However, having said that, I would like to bring to the Deputy's attention, a major policy development under the Good Friday Multi-party Northern Ireland peace Agreement and, in particular, the associated commitment to establish a North/South company with responsibility for all island international tourism marketing. When fully implemented, this development will further refine overall arrangements for international tourism marketing through an enhanced all-island approach.
Meanwhile, the establishment in April of this year of a new tourism marketing partnership involving Bord Fáilte and the Irish tourism industry is designed to bring about a greater level of synergy between industry and the board in international tourism marketing planning and implementation.
34 Mr. McDowell asked the Minister for Tourism, Sport and Recreation if he will make a statement on his recent visit to the United States; if, in light of his visit, he will outline his assessment of the prospects of the US market for Irish tourism in 2000; and if he will make a statement on the matter. [15916/00]
On 30 April last I travelled to the west coast of the US on a tourism promotional visit. My primary objective in attending a number of functions in Los Angeles, San Diego and San Francisco was to support the marketing efforts of Bord Fáilte and our tourism industry. Tourism revenue from the US has grown at a rate of 14% per year over the past decade, our most impressive growth market over that period.
While we have enjoyed unprecedented success in the US, it is clear that there are many parts of the US, particularly the west coast, with potential for further growth. The introduction by Aer Lingus of a new direct non-stop air service from Los Angeles to Dublin was a major boost for Irish tourism and I and Bord Fáilte were anxious to capitalise on this welcome development.
While speaking at a number of functions attended by the local travel trade and media, I emphasised a number of Ireland's key attractions for the US visitor including our unique scenery, our people, our first class food, accommodation, and tourist facilities and amenities. In particular, I highlighted our world class golfing facilities and our preparations for the hosting of the Ryder Cup in 2005.
I also acknowledged our gratitude for the ongoing support of many prominent Americans for our efforts to find a peaceful and just solution to the long troubled situation in Northern Ireland. I instanced the tourism sector as one of many where increased co-operation between north and south would operate for the mutual benefit of all.
35 Mrs. B. Moynihan-Cronin asked the Minister for Tourism, Sport and Recreation the progress made to date on the initiative he launched in 1999, which was aimed primarily at the small accommodation provider, whereby Bord Fáilte would carry out a fundamental review of the way in which the various groups in this category are branded and marketed overseas with a view to increasing business overall and particularly in the off-peak season in rural areas; and if he will make a statement on the matter. [15923/00]
In March 1999, a new initiative was launched specifically to assist the marketing efforts of smaller accommodation providers. A budget of £300,000 was allocated to this initiative in 1999 and a further £500,000 is being spent in 2000. Bord Fáilte has responsibility for implementing the initiative and has engaged in extensive consultations with the smaller accommodation sector.
I understand from Bord Fáilte that a comprehensive range of activities have been undertaken to assist the sector to promote and market their services to a wider audience. The activities undertaken include: the fostering of closer working relationships between Irish Farm Holidays and Town and Country Homes Association including the establishment of a marketing steering committee; the implementation of marketing campaigns and programmes for the sector last year and this year in all Ireland's overseas markets; the provision by Bord Fáilte of a series of workshops and seminars for small operators to provide a forum for discussion and some guidance on marketing activities. A manual/handbook is being developed for circulation to each approved B&B; and the Regional Tourism Authorities have been very much involved in progressing the initiative and have agreed to provide an enhanced advisory service at local level. In addition, this year Bord Fáilte intend to develop suitable initiatives to support the marketing of one-star and two-star hotels. This will build on work already under way in this sector. Other sectors which will also receive attention include the caravan and camping, guesthouse, hostel and rented sectors.
Meanwhile, the key overall marketing objectives in tourism over the next seven years, under the national development plan, are to increase tourism revenue and per diem visitor yield and to help industry achieve a wider seasonal and regional distribution of tourist revenue thereby contributing to sustainable development goals.
