Dáil Éireann Debate, Wednesday - 1 December 2004
156 Mr. Durkan asked the Minister for Arts, Sport and Tourism if he will report on the success of the overseas promotion of this country as a tourist location; if objectives identified in the national development plan have been achieved; and if he will make a statement on the matter. [31643/04]
View answerTourism Ireland and Fáilte Ireland set a very ambitious target of 3.9% growth in visitor numbers here for 2004. There is no doubt that 2004 has been a demanding year for tourism. Based on the Central Statistics Office figures available for the first nine months of the year — which show growth to date of just under 3% — the overall result at the end of the year is expected to fall short of the target. In the context of growing competition from newer destinations, particularly in Europe, growth of 3% would represent a good overall performance when compared with some of our near competitors who have been experiencing little or negative growth this year.
The performance of Great Britain — our largest volume market by far — has been flat to date and this has had a major impact on the overall performance of the sector this year. Increased competition, particularly from eastern Europe, and a general slowing down in outbound tourism to traditional western European destinations are seen as key challenges to Ireland's marketability in Britain this year and over the years ahead. In terms of the tourism objectives in the national development plan, the latest full year figures for 2003 show a very positive outcome against three of the four mid-term targets set for the tourism marketing measure.
By the end of 2003, foreign earnings had exceeded the mid-term target by almost €500 million. The proportionate number of visitors arriving during the peak July to August season had been reduced from 27% to 25%, exceeding the mid-term target of 26%. The daily visitor spend target of €54.64 has also been exceeded by almost €2. The fourth national development plan objective for tourism marketing relates to regional dispersal, with a mid-term target of a 1.5% shift in the proportion of overall visitors staying in the Border midland and western region from 25% to 26.5%. Based on 2003 figures, the proportion of visitors to the region stood at 26.2%, which represents significant movement towards meeting the target of 26.5%.
The regional dispersal of visitors continues to be a major challenge, particularly given the increasing trend towards shorter, more frequent holidays which tend to favour urban areas with good direct access. Achieving greater regional distribution remains a key policy objective and many existing programmes and initiatives are aimed at promoting tourism development more widely. In developing their new marketing programmes under this measure, both Tourism Ireland and Fáilte Ireland are pursuing strategies to address the challenges in boosting regional tourism.
