After six years of successive growth — culminating in record numbers of overseas visitors in 2007 — the second half of 2008 saw a reduction in the number of overseas visitors coming to Ireland. This trend continued in 2009.
While the decrease in visitors to Ireland is disappointing, it must be understood in the context of a decline in tourist numbers internationally. Tourism worldwide has been deeply affected by global economic difficulties and loss of consumer confidence. To put our performance in context, OECD figures suggest that there was a higher reduction in 2009 in visitor numbers to Malta, Hungary, Cyprus, Greece and Finland, while the drop reported in France, Portugal and Spain was between 8 and 12%.
The exceptional weather conditions in the first two months of this year affected not only Ireland but also most of our overseas markets, while airports were closed again in April and May due to the volcanic ash cloud.
However, it is important to note that over 60% of holidaymakers normally arrive into Ireland between May and September and the industry and the tourism agencies are fighting hard for every bit of the available business for the summer and remainder of the year.
A number of euro zone economies are coming out of recession and these, of course, are important source markets for Irish tourism. Tourism Ireland is focusing on those major markets that are likely to deliver immediate returns this year, including Great Britain, Germany and the US, as research has shown these markets as our best prospects.
On 6 May, I launched a €20 million summer marketing campaign on behalf of Tourism Ireland which was designed to win as much business as possible in our key target markets during the peak and shoulder season. The new marketing drive was developed in conjunction with hundreds of tourism industry partners — hotels, bed and breakfast accommodation, self-catering establishments, cultural institutions, golf courses, visitor attractions as well as air and sea carriers — who have got behind the campaign with a range of value-for-money offers.
Fáilte Ireland is also working with the industry to engage the Irish holidaymaker with attractive and accessible offers highlighting the value and quality available within Ireland. It is encouraging that recent survey results have shown a significant increase in the number of Irish families that intend to holiday at home this year.
On the business tourism front, the opening of the national convention centre in Dublin in September will further enhance our capacity to attract international events.
In terms of the broader policy environment, the report of the Tourism Renewal Group published last October set out a clear plan for the survival, recovery and growth of Irish tourism, which the Government has been progressing.
Finally, as Deputies will be aware, the tourism services budget for 2010 represents a 3% increase on the 2009 provision. In the context of a difficult budgetary situation, this is a clear demonstration of the Government's belief that with the right policies and targeted investment, tourism can play a major role in Ireland's economic recovery.