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Dáil Éireann debate -
Thursday, 31 May 2001

Vol. 537 No. 4

Other Questions. - Bord Fáilte.

Austin Deasy

Question:

6 Mr Deasy asked the Minister for Tourism, Sport and Recreation if there are any proposals to provide a structure other than Bord Fáilte and the regional tourist boards which would be more dynamic in promoting tourism here and in attracting tourists from Britain, mainland Europe and other European Union countries. [16290/01]

I believe that the implementation of national tourism marketing and promotion policies is best undertaken by a dedicated executive body working in concert with the tourism industry. Bord Fáilte serves the interests of the country well in this regard. Since I took office, visitor numbers have increased by an average growth of 8% from 5.2 million in 1997 to 6.4 mill ion in 2000 more than twice the European average growth rate over the same period.

A number of developments have taken place over the past year or so which will further refine our overall effort in tourism marketing. Tourism Ireland Limited, established under the North-South Ministerial Council, is expected to be fully operational for the 2002 season and will have responsibility for all island international tourism marketing. This development, involving enhanced North-South co-operation, will bring significant, tangible benefits to our international tourism promotion effort. The new body will work closely with Bord Fáilte and the Northern Ireland Tourist Board, which will continue to have responsibility for promoting and developing tourism products and regions. The establishment last year of the tourism marketing partnership involving Bord Fáilte and the Irish tourism industry, was designed to bring about a greater level of synergy between industry and the board in international tourism marketing, planning and implementation. It is a good example of co-operation and partnership between the State sector and the private commercial arm of the tourism industry which is contributing to a more dynamic approach to promoting Ireland abroad. It is envisaged that similar partnership arrangements will operate under the aegis of Tourism Ireland Limited.

(Mayo): Does the Minister accept that Government policy on the regions is based on three planks – industrial jobs, decentralisation and tourism? The policy on industrial jobs is not working. There are 57,000 in the east and 10,000 in the west. Decentralisation has been abandoned because so many ministerial snouts were in the trough that they could not reconcile them. The regional tourist boards are not doing the business.

Please leave the answers to the Minister. Will the Deputy confine himself to the question?

(Mayo): This Minister needs prompting. It is relatively easy to sell Ireland. It has huge potential, clean air, good food, the best golf and superb angling. Is it not time to do a detailed assessment of Bord Failte's role and track record and the regional tourist boards?

I pointed out before that this Government was the first to give regional tourism authorities a budget. Previously they relied on local businesses. I am delighted to see them now out in Berlin, Milan and elsewhere marketing their regions. Decentralisation is a policy of this Government and it will go ahead.

(Mayo): After the election?

We are continuing to work on decentralisation. As the Deputy is well aware, a spatial strategy will not be introduced before the end of the year. The two should go hand in hand and run parallel rather than jump in and make a mess of it. The two are easily explained. In every other OECD country there is same type of operation. Practically every other country in Europe continues to have a national tourism organisation funded by the State. We are no different from any other European country. I understand RTAs have a limited role in overseas marketing but I am glad to see they have a budget. They are delighted with the budget they have been given and I will continue to support them.

Does the Minister agree that there is more than one body selling this country? My own county, for example, is split in two. Shannon Development sells the northern side, while Bord Fáilte sells the south. This is not satisfactory. The Minister may not have it but I would appreciate it if he would forward me information on the number of offices Bord Fáilte has abroad and the cost of maintaining them in terms of rent, salaries, etc.

Four or five regional tourism boards promote the River Shannon. Does the Minister believe that this is satisfactory? In the west counties Roscommon, Mayo and Galway are in the one region. In terms of the type of product on offer there is a complete contrast between what County Roscommon and the other two counties are offering. Does the Minister think there is potential to reorganise the tourism boards in order to package products better?

What progress, if any, has the Minister made in rationalising the many bodies and groups promoting tourism, very often in conflict and competition with each other and with duplication of resources?

I do not have the figure for the number of Bord Fáilte offices. There is a large number overseas and if the Deputy tables a question for written answer, I will get the information for her. Bord Fáilte has been a tremendous success. Deputy Higgins is correct, it is very popular to be Irish in the world today. Australia, a large continent in the Antipodes, only attracts approximately four million visitors. Although it is a long distance away, it has the huge population of Asia on its doorstep. As a small island in the north Atlantic, we attract 6.4 million visitors. Therefore Bord Fáilte must be doing something right. The figures for 1997-98 were up 10.5%. In 1998-99 they were up 7.4% and in 1999-2000, 8%. Those are phenomenal figures.

There is a question, of which I am fully aware between Cork and Kerry Tourism, Kerry Tourism and Shannon Development which, as the Deputy indicated, are trying to redraw the boundaries. I am not for redrawing the boundaries in order that a single tourism board would be responsible for each county. The regions can be best developed under the regional tourism authorities. To have, as Deputy Naughten pointed out, five bodies marketing the Shannon is quite a number. Differentiating between counties Roscommon, Mayo and Galway would also be a problem. The rationalisation problem will continue. There is undoubtedly overlap and a lot of money is spent on flashy and glossy brochures. Recent research points out that 80% of brochures end up in the bin while other research indicates that there are enough brochures in the country to fill—

Stadium Ireland.

—articulated trucks stretching from Dublin Port to O'Connell Street. There is much goodwill and people are anxious to promote their areas.

I imagine with the advent of Tourism Ireland Limited that the regional tourism authorities will probably have to take on board the drawing of different boundaries, in other words, certain counties would be better off attached to other areas. This should be part of the remit of TIL. As we are taking in Northern Ireland, we will have to think about redrawing the boundaries of the regional tourism authorities.

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