Trevor Sargent
Question:28 Mr. Sargent asked the Minister for Arts, Sport and Tourism his plans to encourage Irish people to holiday in Ireland this summer. [2058/03]
Written Answers. - Tourism Promotion.
Domestic tourism continues to contribute significantly to overall tourism revenue in Ireland. In more difficult times for the tourism sector, the domestic market has proven to be highly important in sustaining the industry and in ensuring a good regional spread of tourism revenue. In 2001, it is estimated that revenue earnings from domestic tourism amounted to €1.26 billion, representing almost a quarter of all tourism revenue for that year. While figures are not yet available for 2002, there are good indications that this segment of the market has stood up well and is set to sustain a positive growth pattern into 2003.
Bord Fáilte is responsible for the domestic marketing programme. In 2003, a budget allocation of €2.5 million has been ear-marked for this purpose. The objectives of the campaign are to increase the number of off-peak holidays and short breaks, to promote regional spread and to provide effective marketing platforms for industry and the regions.
The main activities encompass an extensive advertising campaign under the banner "Make a Break for It", a complementary publicity and PR campaign to highlight the range of holiday opportunities available in Ireland, various promotions and shows such as Holiday World, the Ideal Homes Exhibition and the 3rd Age Show, as well as direct and e-marketing initiatives designed to hone in on the best prospects in the domestic marketplace.
The Discover Ireland brochure, which I launched last week, is the linchpin of the domestic marketing campaign. Packed full of great offers and excellent value for money, the brochure continues to inspire Irish people to take at least one holiday a year at home and to discover Ireland for themselves.
Question No. 29 answered with Question No. 8.