They are also about the effect of inward tourism.
Neither I nor the tourism agencies have a role in relation to Irish-based travel agents and tour operators. Licensing and bonding arrangements for such businesses come under the remit of the Commission for Aviation Regulation, for which my colleague, the Minister for Transport, has overall responsibility. While it is true that outbound tourism routes may play a role in supporting the viability of certain access routes, in the wider context of overall levels of access to Ireland I am advised that the impact of individual outbound operators is relatively marginal.
As I said in my response to the earlier priority question, the tourism figures to date reflect very difficult conditions, including economic uncertainty, bad weather and the Icelandic volcanic ash but similarly, as outlined in the same reply, it is now clear that the targets originally set for the year will be very difficult to meet. However, it is important to note that over 60% of holidaymakers normally arrive into Ireland between May and September. I am aware that the industry and the tourism agencies are seeking every available business.
Building on the renewal group's framework for action, budget 2010 recognised the tourism sector as a critical sector and provided for a 3% increase to over €153 million in the overall tourism services budget for 2010. This included maintaining the real level of investment in overseas marketing, as well as a significantly increased capital allocation for tourism product. Tourism was also included in cross-cutting measures to support enterprises and jobs, including the employment subsidy scheme and the credit review scheme. Additional specific measures, such as changes in VAT and the Golden Trekker rail travel initiative, are also helping the sector.
In line with the renewal group's framework for action, the Government, my Department and the tourism agencies are working extremely hard to assist the sector, to maximise business for Irish tourism and to ensure that the tourism agenda is in all relevant policies. Apart from the survival action relating to air travel tax, we have either implemented or are making good progress on the other four survival actions recommended by the renewal group.
Fáilte Ireland and Tourism Ireland have built in renewal group recommendations to their business and marketing plans for 2010 and my officials are working with a range of other organisations to focus resources, achieve common objectives and maximise the impact on tourism.
Fáilte Ireland is working closely with businesses all over Ireland to increase their customer base, better manage costs, improve overall performance and sustain employment. In 2010, Fáilte Ireland is investing over €11 million in direct supports and advice for tourism enterprises.
In my response to an earlier priority question, I outlined details of overseas marketing activity and Tourism Ireland's priorities in that regard.
On the domestic front, Fáilte Ireland launched a €4 million promotional campaign to encourage holidaying at home this year. Investment in business, sporting and cultural events is also being increased. Fáilte Ireland and Tourism Ireland are boosting promotion of business tourism in the build up to the official opening, in September, of the convention centre in Dublin. That facility, along with the new Aviva stadium, the O2 and the Grand Canal Theatre venues and Thomond Park, will further enhance Ireland's capacity to attract international events.
As regards engagement with tourism industry stakeholders, I am always interested in hearing their views and opinions and have responded in my contacts to any submissions received. Since my appointment, I have met the chairs and chief executives of the tourism agencies — Fáilte Ireland, Tourism Ireland and Shannon Development — as well as the main representative bodies in the tourism sector and the main airlines serving the island of Ireland. I have also had an opportunity to canvass the views of many other stakeholders at the many functions and events I have attended around the country. On Tuesday, I addressed the Tourism Ireland Innovation Summit, which took place in Farmleigh House.
Our response to the disruption to air travel following the volcanic eruptions in Iceland demonstrated the advantages of this ongoing relationship with tourism stakeholders. I convened a meeting in May with representatives of the tourism industry and the tourism agencies. Subsequently, all parties worked together, supported by Fáilte Ireland, to develop and agree a customer care charter to help reassure and improve confidence for both tourism enterprises and potential tourists.
Overall, I believe the Government is pursuing the right programmes and measures to support the continued development of tourism. We are working with the industry and the tourism agencies to position the tourism sector for recovery and growth as part of the Government's wider strategy for economic renewal.