Jimmy Deenihan
Question:1 Mr. Deenihan asked the Minister for Arts, Sport and Tourism his Department’s and the Government’s plans to promote Irish tourism during the Ryder Cup; and if he will make a statement on the matter. [2550/06]
Priority Questions.
Tourism Promotion.
The hosting of the Ryder Cup at the K Club in September is a key event for Irish tourism this year. While the event itself will undoubtedly contribute significantly to overseas tourism revenues in 2006, the principal benefits of the agreement between Ireland and the European tour will flow from the promotional package that is part of the agreement and which has extended in the nine years since the agreement was signed. In this context, the Government has made a significant level of resources available to Fáilte Ireland to ensure the tourism spin-off to Ireland, and to golfing tourism in particular, is maximised. This has involved one of the most intensive and sustained tourism event promotion programmes ever undertaken and this year's event will be an exciting and spectacular culmination to this promotional campaign.
This programme is not only about promoting Ireland as a premium golf destination. The media coverage of this major sporting event presents a unique opportunity to market all that Ireland has to offer as a tourism destination. To that end, both Fáilte Ireland and Tourism Ireland have been working closely together over the last number of years in the lead up to the event to optimise the promotional spin-off and this work will intensify over the course of this year.
For example, Tourism Ireland's network of overseas market offices are being deployed to maximise the positive publicity which the television coverage, with an expected audience of over 1 billion in 150 countries, will generate. Working with the Ryder Cup team in Fáilte Ireland, an unprecedented level of promotional activity has been organised around the staging of the competition. In all our key markets, dedicated budget lines have been allocated to Ryder Cup related activities, including print advertising, direct mail campaigns and consumer promotions at key golfing events in the lead-up to the event.
In regard to golf tourism specifically, Fáilte Ireland has used the Ryder Cup as a central plank of its golf marketing activity since 1999. For instance, Ireland has taken advantage of the golf events supported as part of the Ryder Cup deal to showcase the best of Irish golf across our key markets. Many of our overseas visitors cite televised coverage of the Irish Open, European Open or Irish Seniors Open as their first exposure to Irish golf. Furthermore, Fáilte Ireland's marketing team has attended key golf tournaments across all key markets to showcase the best of Irish golf, be it links or parkland. This year the team, in conjunction with the various regional tourism authorities, will take promotional stands at 13 of the Ryder Cup qualifying events.
In addition, Fáilte Ireland has put in place arrangements that will allow the marketing team to piggyback other tourism products on the back of the exposure being secured around the Ryder Cup. They will be placing multi-product destination advertisements rather than solely golf material television advertising around all key golf events in 2006, including the Ryder Cup.
Will the Minister ensure that the Ryder Cup will be free-to-air for Irish viewers? I understand the promoters have reached an agreement with Sky television whereby the latter will have the sole rights to broadcast the competition. RTE, meanwhile, can show only delayed highlights. This is simply not good enough for the vast majority of Irish golf enthusiasts, including many young people. Only one in four households avail of Sky's services and there may be major expense for a significant number of golf enthusiasts in securing access to live broadcasts.
Will the Minister give a commitment on behalf of the Government in this regard? I understand the consultation period has finished. The Minister has made some hard statements on behalf of viewers. Will he confirm that RTE viewers will enjoy this historical competition, the third largest sporting event in the world, free-to-air?
As the House is aware, all broadcasting matters, including the broadcasting of major events, are governed by the Broadcasting (Major Events Television Coverage) Act 1999 and the associated Designation of Major Events Order 2003, which fall under the remit of the Minister for Communications, Marine and Natural Resources, Deputy Noel Dempsey. In this regard, I understand the Minister recently announced his intention to conduct a review of the list of events designated as of major importance to society, for which the right of the qualifying broadcaster to provide coverage on a free television service should be provided in the public interest.
In inviting submissions from interested parties and members of the public on the designated events and the possible designation of additional events, the Minister also announced his intention to consider the possible designation of the 2006 Ryder Cup in the course of the review. It would be inappropriate for me to offer comment on this issue until that review is completed. I appreciate there will undoubtedly be interest among golf fans and other members of the public in seeing the Ryder Cup matches live on terrestrial television. However, the television audience that is my priority from a tourist perspective, and the focus of our investment in securing the event, is the worldwide television audience of 1 billion in 150 countries to whom the Ryder Cup will be broadcast, thereby giving our tourism agencies an unprecedented opportunity to showcase the island of Ireland.
Did the Minister make a submission from his Department declaring his support for having this event free-to-air for the Irish audience? He has taken similar actions in the past in regard to the effect of section 481 on the film industry. Does the Minister have information on the position of RTE, which I understand made a submission? What is its view on the prospect of providing only delayed transmission of the highlights of this event?
My understanding is that the closing date for receipt of submissions to the Minister for Communications, Marine and Natural Resources, Deputy Noel Dempsey, is 27 January. I am not privy to information on the source or contents of these submissions. I have said it would be inappropriate for me to comment on this matter, pending a review of the submissions by the Minister. I confirm, however, that I have been in contact with him on this issue.
Sports Sponsorship.
Jack Wall
Question:2 Mr. Wall asked the Minister for Arts, Sport and Tourism if he agrees that alcohol sponsorship has no place in sport; his further views on whether legislation must be brought in to remove any option open to sporting organisations regarding alcohol sponsorship; his plans to introduce such legislation; and if he will make a statement on the matter. [2549/06]
On 22 September 2004, the Tánaiste and Minister for Health and Children launched the second report of the strategic task force on alcohol, which included representatives of my Department and the Irish Sports Council. The report recommends that national sporting bodies, with high youth participation, develop a proactive strategy to find an alternative to alcohol sponsorship.
I support this recommendation, which is in keeping with the provisions of the Irish Sports Council's Code of Ethics and Good Practice for Children's Sport in Ireland, to which national governing bodies of sport have subscribed. The development of such a strategy is a matter for the individual national governing bodies of sport. This derives from the recognition that the independence and autonomy of sports organisations, their affiliates and individual clubs, have remained a fundamental principle underpinning successive Governments' support for Irish sport.
In any debate on issues arising in connection with the sponsorship of sport, it is important to retain perspective. Governing bodies and clubs across the spectrum of sports freely acknowledge that sponsorship from the business and commercial sectors provides much needed financial, material and promotional support. This has the effect of freeing up other resources which can then be invested in the development of the sport, increased participation and improved facilities. I agree, nevertheless, that where alcohol is concerned, great care must be taken by sports organisations to ensure the nature and extent of any sponsorship is proportionate and appropriate to the environment in which sporting activities take place. This is particularly important when it comes to assessing the effect such sponsorship could have on children and young people involved in sport.
I am pleased that the three major field sports, the GAA, FAI and IRFU, have moved away from sponsorship by alcohol interests in so far as it relates to their underage activities and competitions. The GAA, in particular, acting in response to its alcohol task force, has recently appointed a full-time alcohol abuse officer, who is developing a strategy in regard to alcohol for the association.
Legislation to prevent sports organisations from availing of sponsorship from alcohol interests is neither necessary nor appropriate. I prefer instead to exhort all governing bodies to ensure restraint and good judgment are applied in regard to such sponsorship at all levels of their organisations. In this regard, the recent initiative taken by the GAA serves as an example of a mature and considered response to concerns articulated by its membership. It provides a model which could be followed by other governing bodies in the interests of both sports people and the health and welfare of the wider population.
I thank the Minister for his reply. There are two sectors involved in this. One is at national level, which the Minister outlined in regard to the national governing bodies. However, there is also a major problem at grassroots level whereby clubs are sponsored by public houses, inns etc., in their own area. There is an onus on clubs sponsored by such sources, regardless of the sport involved, to have their members return to them following their sporting activities. Members feel obliged to frequent the establishments that give them the most sponsorship. As 25% of deaths on our roads have been related to drink driving problems, it is with the grassroots level of sponsorship I have major concerns.
Will the Minister do something about this? We have had the report from the Tánaiste and Minister for Health and Children to which the major bodies signed up. However, it has not reached the grassroots level where the major problem exists. I attend many sporting events and people appear to feel obliged to return to the club that sponsors the sport. This creates a problem after such events, because young people travel to the pub and drive home afterwards. I tabled the question to explore whether something could be done about this. Is there funding available to help to alleviate or redirect the clubs from drink related sources of sponsorship?
Everyone will welcome the code of ethics published by the Irish Sports Council and the fact that sponsorship is not allowed in the GAA where people under the age of 21 are concerned. They will also agree that where sponsorship and advertising occurs, it should be appropriate and proportionate. There should not be an over-sell in this context.
The difficulty sports organisations in general experience is that they find it difficult to fund their various sports. I accept that in an ideal world it would be best if alcohol sponsorship in sport could be discontinued. However, clubs and national organisations say that without funding from these sources very often they would not be able to improve participation levels or provide the kind of facilities required in this day and age to enable people to enjoy the sport in which they are involved.
The strategic task force report is important. The interim report published in May 2002, and the second report published in September 2004, are quite useful. It is important that young people do not associate a given sport with alcohol. I exhort all sporting organisations to follow the lead of the GAA where people under the age of 21 are concerned. I call for proportionality and appropriateness in regard to the remainder of drink sponsorship.
Tourism Industry.
Paul Nicholas Gogarty
Question:3 Mr. Gogarty asked the Minister for Arts, Sport and Tourism his views on the way in which tourism is affected by a lack of price display and price increases by certain public houses and accommodation providers during key tourism and sporting events such as the upcoming rugby season, St. Patrick’s Day and other crowd-pullers in view of eight Kilkenny city publicans being fined in January 2006 for failing to display drink prices; if discussions have been held with the Department of Enterprise, Trade and Employment in terms of measures to prevent same; and if he will make a statement on the matter. [2521/06]
I have already stated very clearly in the House, and particularly in response to Question No. 5 on 22 March 2005, my views on the tourism impact of price increases prior to or during major sporting and other events.
While excessive profiteering by a small segment of the sector around special events may be legal, it is not helpful to the reputation of any tourism destination. It may be capable of being rationalised from a narrow, short-term, economic perspective but it would be unfair to tar the entire sector with the same brush.
The reality is that we live in a free market and the tourism sector, just like other traders, is generally entitled to charge what it wishes. The problem is that Ireland tends to have a weak consumer culture. We tend to be reluctant to pursue complaints about price, service or quality, even when we have legitimate grounds for so doing.
There is no legislation specifically governing rates charged by accommodation providers. However, all hotels must be registered by Fáilte Ireland and they must display a notice stating their maximum prices. If consumers are charged more than the stated maximum, they should take it up with management. If they are then forced to pay more, and have evidence to prove it, they should report the matter to Fáilte Ireland, or its agents, who will take the matter up with the hotel concerned.
There is no legislation in place that prevents publicans from increasing their prices prior to or during an event. However, the Retail Price (Beverages in Licensed Premises) Display Order 1999 obliges all premises where alcohol is sold to display the price of alcohol and soft drinks both inside and outside the premises. This gives consumers the information they need to decide, in advance, whether to accept the prices displayed.
I have not discussed this issue with my colleague, the Minister for Enterprise, Trade and Employment. However, I am aware that the publication of the price surveys undertaken by the Director of Consumer Affairs, allied to increased consumer vigilance, has had some positive effects. The change in practice around the time of the rugby internationals in Lansdowne Road is a case in point. Last year, the Director of Consumer Affairs reported that only two out of 26 premises surveyed had raised their prices on the day of the match. This confirms my view that the best and ultimate regulator is the consumer and suggests that the extent of the practice of increasing drink prices around special events may be exaggerated at times.
I note the comments made by the Director of Consumer Affairs, in the case of the Kilkenny publicans, that "the fines imposed by the Judge totalled €1,300 while the total award in costs amounted to €2,400. It is extraordinary that all eight licensed premises failed to display their drinks price lists at the same time. It makes one wonder whether there was a concerted plan to raise prices during the festival." The director said that her office would continue to enforce the drinks display legislation, as this was a key entitlement of the customer who could then choose where to drink on the basis of value for money. These judgments should send a message to the trade that it must display its prices.
The Deputy might also note that my Department has taken the initiative of contacting the Director of Consumer Affairs, requesting that a special investigation be undertaken around the time of the Ryder Cup to ensure that price lists in restaurants and public houses are displayed prominently, and it has been informed that the appropriate checks will be carried out.
I welcome the Minister's comments on this issue. As he said, it is mind-boggling that eight publicans in Kilkenny city were caught at the one time. One wonders was there some sort of concerted effort in this regard given that Kilkenny is such a beautiful city, such a crowd-puller and a major tourism attraction of which we should be proud. I am not highlighting this to demean Kilkenny, but it might send out a message to other publicans to stop this practice which will damage business in the town in the long term.
In regard to hoteliers, in particular, they are currently required to display their price list on the wall. They display a particularly high maximum price so that whenever a suitable event or demand arises they can go to that peak price, to which most of them would adhere. What are the Minister's views on introducing legislation which would create a clear minimum-maximum differential so that they could not have such a high price away from their off-season price? During the peak summer season, they charge three quarters of the maximum price, but if they think they will get away with it, they charge the full price. Could this matter be investigated so that hoteliers would not be able to charge prices which exceed their minimum off-season price? In that way people would be assured of getting value and quality.
Given that the Minister has not yet discussed the publicans issue in this context with his colleague, the Minister for Enterprise, Trade and Employment, and that such price-taking during events is legal, could a legislative approach be taken to ensure that a company or other entity, be it an accommodation provider or a publican, could not charge more than a fixed price at a certain time? Publicans are less limited than hoteliers in this context. Could a legislative route be followed to ensure such protection and, if so, would the Minister favour that?
I do not consider that legislation is the answer to this problem. The fact that publicans must display their prices is welcome. The Director of Consumer Affairs was highly critical of eight Kilkenny publicans recently, and rightly so. However, she confirmed that the majority of publicans do not increase their prices in the way in which those Kilkenny publicans did.
The regulations governing hotels and registration with Fáilte Ireland are clear. They must display their maximum prices. It is impossible for us, given that we are without the necessary legislative tool, to insist at a given time of year that they would charge less than the maximum price and that they would not charge the maximum price in the off-season or in respect of special events. All we can do is ask people to complain to us if the maximum price is exceeded. They can do this by contacting Fáilte Ireland. Unfortunately, there are people who will be unscrupulous. In the final analysis the market finds its own level. In time people discover who is and who is not involved in unfair pricing and make decisions accordingly.
I am anxious, particularly during the course of major events, that there would not be price hikes which are unfair to the consumer. In that context, for example, we asked that the Ryder Cup event be closely monitored to ensure that people do not leave this country following their visit here for it with the view that they were charged unfairly, or treated badly or wrongly.
Sports Capital Programme.
Jimmy Deenihan
Question:4 Mr. Deenihan asked the Minister for Arts, Sport and Tourism if preferential treatment will be given to sports organisations which have applied under the 2006 sports capital programme to provide a sports hall on the grounds of or adjacent to primary or post-primary schools; and if he will make a statement on the matter. [2551/06]
All applications for funding received under the 2006 sports capital programme, which is administered by my Department, will be considered in accordance with the various requirements and assessment criteria which are outlined in the guidelines, terms and conditions of the programme. Primary and post-primary schools wishing to be considered for funding under the programme may only apply for funding jointly with local sports clubs or community groups and must meet other conditions, including a requirement that the local community will have significant access to the proposed facility, at least 30 hours a week throughout the year, when it is not being used by the school. Any sports facility proposed for funding by a sporting organisation and which would be located within school grounds would have to meet these same conditions.
To encourage full use of facilities funded, applications for funding are requested to indicate the extent to which they have consulted with other clubs and organisations in the community, including schools. A commitment from schools that they will utilise the intended facility would be important and would increase the project's assessment score. Any such applications received this year will be considered and assessed on that basis.
Given that the Department of Education and Science gave a low priority to the provision of sports halls at primary and second levels and that the Minister's predecessor advised schools that they should turn their general purpose rooms into classrooms when a problem with accommodation arose, I appeal to the Minister to ensure that any application which includes the provision of a sports hall for a school, be it primary or post-primary, be considered positively, given that it is the only way such a school may be able to provide a sports hall.
I carried out a survey of primary schools last year prior to Christmas to which 1,400 responded. Of that number, only 322 schools had sports halls. Of those, only 32 had a sports hall larger than 170 sq m or the size of two badminton courts, which is quite small. Therefore, 310 schools had sports halls smaller than that. With our weather conditions, unless schools have indoor sports facilities, it is impossible for teachers, especially in primary schools, to carry out a physical education programme. As a result, children in many schools are not exposed to any physical activity from October to May as it is impossible to provide for that when the necessary facilities are not in place. The Minister has an opportunity under this programme to do something about that.
Owing to the lack of physical activity among children, the report of the national task force on obesity showed that 300,000 children are either overweight or obese and that condition is increasing by 10,000 every year. The national children's food survey in 2005 showed that one out of every five children in the five to 12 year old category are either overweight or obese. The children in this age category are those attending primary school. The increase in the incidence of this condition is a problem of epidemic proportions. The Minister can play a role in the provision of facilities by giving preferential treatment any application received to provide a sports hall or similar facility on the grounds of or adjacent to a primary or a post-primary school.
It should be pointed out that since 1998, under the sports capital programme, 4,923 grants have been awarded to various sporting organisations. This has occurred in every city, town, village and parish. The value of the grants in total is €395 million. Children would have access to these facilities. We have covered considerable ground in providing sporting facilities for the nation.
As the Deputy is aware, the funding of schools' sports halls is the responsibility of my colleague, the Minister, Deputy Hanafin. As I outlined in my reply, the assessment criteria for applications under the sports capital programme include the extent to which integrated facilities are available to a school and its wider community.
Additionally, my Department has commenced work on the development of a sports facility strategy that will advocate a planned approach to the provision of sports facilities at local and national level. An inter-agency steering group has been established to oversee this work. It includes representations from the Department of Education and Science. One of the key areas being examined as part of this strategy is community access to school facilities. This relates to both optimising use by local communities of existing school facilities outside school hours and how the Department might provide funding to plan sport halls in schools to enhance the facilities, where necessary, to facilitate a wide range of sports.
However, there are genuine concerns within schools relating to issues such as security, insurance and running costs which can be barriers to facilitating community access which need to be addressed. Where schools benefit from funding to enhance their facilities on the basis of the wider benefit to the local community, there needs to be a mechanism to ensure that this access is provided and maintained into the future. It is expected that work on this strategy will be completed later this year.
Last year we received 30 school applications. A total of €634,000 was allocated to seven primary and post-primary school projects which met the criteria I outlined. I accept the need to improve physical education facilities in schools. We will look carefully at any applications received this year from schools which have the support of the local community.
Despite the acknowledged investment in community facilities, I remind the Minister that such provision is not impacting sufficiently on the primary or post-primary sectors, given that less physical education is provided now than was provided 25 years ago. I repeat that his Department should examine its overall policy in terms of where resources are directed. The Government has failed dismally in the provision of facilities at primary school level. If such facilities had been provided, we would not have many of the current health problems in society, such as obesity and type 2 diabetes, which is relevant at present.
We have made more progress in the provision of sports facilities——
They have not been provided in schools.
——throughout the country than was ever made before. It is obvious that the 4,900 facilities which are in place are available to children, as well as adults, in the relevant localities. It is clear that applications from schools which have the support of local communities will be considered. I remind Deputy Deenihan that the Department of Arts, Sport and Tourism is responsible for the provision of sports facilities to all the population and not just to a single segment of it. Therefore, it has to take community access into account when school applications are being considered.
Tourism Industry.
Jack Wall
Question:5 Mr. Wall asked the Minister for Arts, Sport and Tourism if his attention has been drawn to a report, whereby figures show that tourism is 275% more important to the west than to the Dublin region; if, in view of same he has been in contact with tourism groups in the region regarding increased funding; if recommendations will be made to have an alternative strategy to promoting the region looked at in view of the continuing decrease in tourism numbers; if funding will be increased for tourism promotion and application in the region; if declining figures suggest that previous initiatives have been a success; and if he will make a statement on the matter. [2713/06]
As I previously advised the House in response to similar questions on 17 November 2005, individual actions and measures relating to tourism promotion and development in specific areas of the country are day-to-day functions of the State tourism agencies. I was pleased to launch the economic report referred to by the Deputy, The Case of Ireland West, which was commissioned by Ireland West Tourism. The report, an important work, complements the report of the tourism policy review group, which highlighted the economic and regional importance of the tourism sector and the issues and challenges which need to be faced if we are to ensure the benefits of tourism growth are spread throughout the country. National tourism policy has placed a particular emphasis on putting policy measures in place, arising from the policy review document, New Horizons for Irish Tourism: An Agenda for Action, to achieve a wider regional spread of tourism business. This is important as the increase in shorter breaks and urban tourism continues to bite in rural areas. In 2006, Fáilte Ireland will invest over €60 million in developing regional tourism, for example by supporting local festivals, building capability and strengthening the tourism product. It will channel approximately €10 million directly to the regional tourism companies, which are responsible for promoting and developing tourism, so they can strengthen and enhance their operational and marketing capabilities this year. This investment is designed to ensure a high-quality visitor servicing experience at key tourist information offices and a strong overseas promotional effort.
Tourism Ireland and Fáilte Ireland are rolling out some innovative approaches in 2006, which should heighten the regional impact of Ireland's marketing activities nationally and overseas. Fáilte Ireland is introducing a new local area marketing fund to help the industry to generate additional business in 2006 and 2007. As it recognises the importance of home holidays at regional level, it proposes to invest €4 million to sustain the recent remarkable growth in the home market. It will advertise domestic holidays and short breaks for 44 weeks of the year to reach and stimulate the impulse market. Fáilte Ireland's website, www.ireland.ie, generated 500,000 direct sales leads to the tourism industry in 2005. As activities and attractions — things to do and see — are central to increasing the average spend per visitor, Fáilte Ireland intends to continue to concentrate on product development, such as developing and promoting looped walks, angling, festivals, cycling routes, equestrian, golfing and water based activities. A new €1 million innovation fund will be available to industry groups seeking to develop and market new tourism initiatives. The recruitment and training of people to work in tourism remains a key issue for the industry across all regions. Fáilte Ireland has decided to deliver 80 return to work programmes in 55 locations. Four temporary training centres will be set up to attract approximately 500 local people into tourism. The programmes which are run at the workshops have proved to be extremely popular as a means of providing training relevant to the needs of local employers. Fáilte Ireland recognises the particular pressures on small tourism businesses. In response, it is establishing tourism business networks in every county as a practical step to help small businesses to address their development needs.
Additional information not given on the floor of the House.
Tourism Ireland will invest an estimated €5 million in 2006 to support the promotion of the regions of Ireland overseas. It will engage in additional co-operative marketing with all regions. Key activities include presenting "super region" brands based on strategic marketing alliances between adjoining neighbour regions. Building on the success of the Go West initiative, which was launched last year, Tourism Ireland is proposing an enhanced joint marketing programme for the regions. The campaigns will highlight the attractions of the area, such as ease of access, and present good value packages from the industry to consumers in the key markets of Great Britain and mainland Europe. Tourism Ireland will also present and promote a series of all-island tourist theme trails, or rainbow routes, to help tourists to get the most out of their visit. The themes of the trails will include music, gourmet interests, literature, history, Christian heritage and houses and gardens. The trails will be cross-regional. Tourism Ireland will further promote and support regional access development and reinvigorate the car touring sector.
The House will appreciate that visitors cannot be forced to go to a particular location against their will. Individual communities and operators in the regions are primarily responsible for presenting and marketing compelling attractions, facilities, accommodation and experiences that deliver value for money and quality service. The Deputy will be aware that the initiatives to which I have referred are being pursued against a backdrop of the restructuring and refocusing of the delivery of tourism at regional level. They will eventually lead to the provision of a one-stop-shop for the tourism industry in the regions, with strong regional representation. The revision of regional tourism structures, which I have fully endorsed, is based on the PricewaterhouseCoopers and Travers reports on how best Fáilte Ireland might carry out its development mandate throughout the country. The PricewaterhouseCoopers report highlights the need for a much wider and strategic brief for regional tourism. It recommends a greatly increased emphasis on targeted marketing, product development and enterprise support and suggests establishing an integrated linkage between regional tourism strategy and national policy and exploiting avenues to leverage increased resources. An implementation group, chaired by Mr. Finbarr Flood, was established to assist Fáilte Ireland in implementing the recommendations of the two reports. Fáilte Ireland expects that changes on foot of this work will be seen in the regions later this year.
I thank the Minister for his detailed reply on this matter. It is obvious that the report initiated by Ireland West Tourism has many interesting implications for employment for the west. It highlights the decrease of 21% in the number of people employed in the agriculture sector. How does the Minister envisage that the proposals he has announced will address that loss of employment? Can we examine the potential of agri-tourism, for example, in reversing the obvious decline in farm incomes?
It is vitally important for the west that the Ryder Cup should be broadcast on free-to-air television. Just one in four houses in this country subscribes to Sky television. Given that a great deal of tourism promotion will take place at all the Ryder Cup qualifying events, as the Minister has said, he should use all his powers to encourage his ministerial colleague, Deputy Noel Dempsey, to take a positive decision to ensure that free-to-air facilities are made available for the Ryder Cup. If we do not provide for such facilities, we will be shooting ourselves in the foot in our attempts to encourage people to come to Ireland to play golf. There are some smashing golf courses in the west. If live coverage of the Ryder Cup is confined to Sky television, many of the tourists who come to Ireland next September without tickets for that event will be unable to watch it on television.
Can the Minister outline the current position in respect of the Shannon stopover, particularly as it relates to the west as a whole? I have asked the Minister about the smaller airports in the west, such as Galway Airport and Sligo Airport, on many occasions. What can we do to try to ensure that such airports are successful? I am aware that Aer Arann uses the facilities in question to increase the number of flights into the west. Can anything else be done to ensure the west attracts the maximum proportion of those who come to Ireland, especially from the UK, for shorter periods, such as weekends? What aspects of the airports should be developed to attract such tourists to places like Galway, Castlebar and Westport in the same way as they are attracted to Dublin? I do not think the extra costs would have much of an effect on people who like to take short weekend breaks.
I do not doubt that the concentration on the regions by Tourism Ireland and Fáilte Ireland will lead to an increase in agri-tourism. It is important to point out that the west had a better tourism year in 2005 than in 2004. I agree with Deputy Wall that access is of crucial importance. In that context, it is particularly welcome that transatlantic traffic increased by 17% last year. The willingness of American Airlines, the largest airline in the world, to voluntarily start direct flights into Shannon Airport, as well as Dublin Airport, represents a vote of confidence in the future of Shannon Airport. Ryanair's decision to locate its European hub at Shannon Airport constitutes a further vote of confidence. I do not doubt that the Shannon Airport Authority will succeed in attracting a considerable amount of business to the very fine airport it runs. I do not anticipate a reduction in the numbers of passengers coming through Shannon Airport from all sources. I expect that such numbers will increase, just as there will be a substantial increase in overall tourism numbers in the years to come. We need to continue to improve access to all parts of the country. Transport 21, which involves the provision of €34 billion over ten years, is of crucial and fundamental importance in that regard. The outlook for the tourism industry is extremely bright, in general terms. Indicative figures for this year will probably show that this country has exceeded its target, which is particularly welcome against a difficult and competitive backdrop.