I propose to take Questions Nos. 373, 374, and 375 together.
In accordance with the provisions of section 8(1) of the National Tourism Development Authority Act, 2003, it is a day to day matter for Failte Ireland to encourage, promote and support either inside or outside the State (a) the development of Tourism traffic within and to the State and (b) the development and marketing of tourist facilities and services within the State.
I am informed that, in relation to the matter of eco-tourism, Fáilte Ireland has undertaken market research in Ireland's principal overseas markets to provide a clearer understanding of the potential size of the ecotourism market within the broader context of natural heritage. This research is now feeding into the development of a natural heritage strategy, part of which is focussed specifically on ecotourism.
Ecotourism is one of the themes for the new Tourism Learning Networks, which are being run on behalf of Fáilte Ireland in 2009. In January 2009, Fáilte Ireland, in association with the Greenbox project, launched an "Ecotourism Handbook" which is a practical guide to both existing tourism businesses and those who wish to start new businesses.
Fáilte Ireland is committed to the promotion of high standards in environmental practice across all sectors of tourism. In this context, it has recently contracted for the establishment of a ‘green label' for tourism, which would be available to tourism establishments.
Failte Ireland has also been involved with a group in the Burren to establish it as a destination for ecotourism. This project involves training in environmental standards, certification and the development of a holistic ecotourism experience in the area which meets the needs of international consumers, as highlighted in recent research.
During 2010, Fáilte Ireland intends working with other industry groups in the development of sustainable environmental practices and ecotourism experiences.
In relation to upgrading staff skills and management capacities, I am informed that, in 2009, Fáilte Ireland is providing training for 6,000 students/trainees across a range of craft based programmes. Fáilte Ireland is also providing funding to ten Institutes of Technology and the DIT to facilitate the training of 2,047 students in skills and supervisory areas, up to Further Education & Training Awards Council (FETAC) 6.
Fáilte Ireland has a range of capacity building programmes designed and delivered specifically to meet the development needs of small and medium sized enterprises (SMEs) and microenterprises (MEs). These programmes take the form of peer learning networks, seminars, workshops, mentoring and coaching sessions. It is expected that approximately 6,200 senior managers and owner/managers of tourism enterprises will benefit from these programmes in 2009.
The Renewed Programme for Government includes a commitment to position Ireland as an important international cultural tourism destination.
In relation to developing niche cultural tourism markets with globally recognised branding, the Department of Arts, Sport and Tourism, in association with the tourism and arts bodies and cultural institutions under its aegis, is engaged in a Cultural Tourism Initiative, which is building on cooperation and synergy between these bodies. The aim is to enable Ireland to more effectively market cultural tourism and address the needs of overseas and domestic tourists who wish to experience Ireland's cultural and artistic resources.
A Steering Group, consisting of representatives of the Department, State tourism agencies, cultural institutions and State arts organisations was established to identify and pursue specific actions in line with the goals of the Initiative. Actions taken to date have included more cohesive integration of marketing arrangements for cultural attractions, and the development of downloadable audio guides. The Cultural Tourism Initiative is also working with the Irish Film Board to encourage the use of locations of cultural value in Ireland as venues for film and television production.
The Initiative will be reviewed at the end of 2009 in order to decide what further actions may be necessary. Fáilte Ireland have progressed a number of new initiatives in this area over the past 12 months, including the further development of the traditional culture experience, the further development of the literary tourism experience and the marketing and awareness of our cultural offering.
In addition, the development of cultural tourism markets is also being advanced by the marketing of the national cultural institutions, the promotion of Culture Night in September to a wider number of towns, and progress being made in relation to major national cultural projects such as the Druid in Galway, the Limerick City Art Gallery in Limerick, the Niland in Sligo, the Waterford Theatre Royal and the re-development of the National Concert Hall.
Culture Night was held on 25 September 2009 in 11 cities and towns. The cultural institutions remained open until late in the evening thereby encouraging people of all ages and from all backgrounds, from both Ireland and abroad, to experience a wide range of cultural activity.