Government support for the international marketing of Ireland as a tourist destination has never been higher. In 2003, I increased the Irish Exchequer contribution to Tourism Ireland's tourism marketing programme by €5 million to €22.8 million, which has enabled it to mount and sustain a highly-targeted marketing campaign in all our key markets this year. Over the remaining months of 2003, Tourism Ireland is injecting €8 million into the largest ever autumn-winter campaign in our key overseas markets to capitalise on the late booking trend which is increasingly a feature of the international tourism market and to ensure that the 2004 season is given a vital kick-start. Even at this stage of the season, there is still a lot to play for and despite the fierce global competition, the latest market intelligence suggests that Ireland retains its appeal as a tourism destination.
Allied to Tourism Ireland's core marketing programme, substantial funding – of over €16 million – has also been made available this year for niche marketing campaigns and the international sports tourism and the festivals and cultural events initiatives which are designed to maximise the international tourism potential of major sports and cultural events.
For my part, I have led a series of tourism promotional events in the US and in Europe and lent whatever political weight I can to Tourism Ireland's marketing campaigns in these markets.