Dáil Éireann Debate, Tuesday - 6 April 2004
144 Mr. Penrose asked the Minister for Arts, Sport and Tourism his views on the workings of the institutions created to promote tourism under the Good Friday Agreement; the benefits that have accrued to arts and tourism under these institutions; and if he will make a statement on the matter. [10639/04]
View answerThe development of tourism on an all-island basis is one of the great success stories of the northern peace process, particularly the contribution it has made to the enviable performance of the tourism sector on the island of Ireland relative to our international competitors.
Yesterday evening a very successful international event took place in Belfast to showcase all-island tourism. Over 30 international policy-makers from over 25 countries participated at the event, which was part of our centrepiece Presidency Conference on Tourism, which took place in Dublin. The reaction from this international audience was extremely positive and confirmed my own belief as to the merits of this ambitious initiative.
Tourism is a cornerstone of economic growth, employment generation and regional development on the island of Ireland. In the South, the sector is now a €5 billion industry providing 12% of employment and representing 4.4% of GNP. Over the same period, visitor numbers to Ireland grew by an average of 7% compared to a world average of 4% up to 2000. While this trend stalled somewhat over the past three years, the most recent figures for 2003 show positive signs of recovery with a return to 5% growth in overseas visitor numbers.
For Northern Ireland, the story has been similar in many ways, particularly in terms of its appeal as a tourism destination and the significant investment from public and private sources in the development of a quality tourism product. It is also evident, however, that its international perception as a tourism destination was being impeded by the negative images being broadcast around the world as a result of the conflict between the two communities. This impediment was lifted through the peace process and the Good Friday Agreement, which was concluded almost six years ago to the day.
While co-operation in many forms was already under way in the tourism sector, the Good Friday Agreement gave a vital impetus to both Administrations and the sector as a whole to work even closer together. A key synergy was, and remains, the presentation of an integrated and cohesive image and message internationally in regard to the island of Ireland as a tourism destination. It was in this context that Tourism Ireland was formed as an all-island international marketing company, with its staff, expertise and intellectual property drawn primarily from the two tourist boards.
Tourism Ireland's mandate is to grow overseas tourism business to the island of Ireland and support Northern Ireland to realise its tourism potential. In that context, it is responsible for overseas destination marketing of the island of Ireland. In delivering on this mandate, it works very closely with Fáilte Ireland, the Northern Ireland Tourist Board and the tourism industry on the island and overseas. In its first two years in existence, Tourism Ireland has succeeded in becoming a serious player in a very competitive international marketplace.
North-South co-operation on tourism matters now operates at many levels. At policy level, myself and my northern counterpart oversee and approve objectives, strategy and resources for Tourism Ireland. This co-operation cascades through both public sectors through the active liaison and co-operation of both sponsor Departments on a range of issues and through the co-operation and liaison of the three bodies — Tourism Ireland, Fáilte Ireland and Northern Ireland Tourist Board. This co-operation is mirrored in the private sector, at one level through the industry representation on the board of Tourism Ireland but also through the close working relationship of the Irish Tourist Industry Confederation and the Northern Ireland Tourist Industry Confederation.
Despite the unfavourable market conditions for tourism internationally over recent years, overseas tourism to the island of Ireland has performed remarkably well, increasing by 2.4% in 2002 and by an estimated 5% in 2003 to an estimated 7.4 million overseas visits. The year 2003 proved to be a particularly good one for Northern Ireland with visitor numbers estimated to have increased by in excess of 11%.
The development of a cohesive and well-targeted message in regard to the appeal of the island of Ireland as a quality tourist destination has been a key factor in delivering this performance. In the design and roll-out of their marketing programmes, further opportunities for co-operation and cohesive action are emerging which can optimise the clear synergies which exist between the various stakeholders in this vital sector of both the Northern Ireland and southern economies.
A particular challenge in the immediate future will be to bed down the new structures and ensure clarity of focus and responsibility for each of the bodies concerned. Regardless of the political context for such co-operation, in the final analysis, this project will stand or fall on the basis of its capacity to deliver dividends to its stakeholders, particularly the tourism industry, in both jurisdictions.
On that score, Tourism Ireland has proven a real and tangible success to date and I am confident that, working with the industry and the tourist boards, it will go from strength to strength.
