As set out in the Government's Tourism Policy Statement, "People, Place and Policy - Growing Tourism to 2025" there is low awareness of Ireland's county boundaries among potential overseas visitors and therefore expenditure by public or private entities on marketing an individual county to consumers in overseas markets is unlikely to provide an adequate return on investment. This is, of course, equally true of regions which combine administrative areas for statistical or administrative purposes. Instead, the focus must be on the potential visitor. Based on research on the demographic segments of our overseas markets with a higher likelihood to select Ireland as a destination, the tourism agencies are developing and promoting tourism propositions of scale capable of achieving international cut-through and securing consumer attention, namely the experience brands of the Wild Atlantic Way, Dublin Plus, Ireland's Ancient East. In regard to the South West region, Kerry features prominently in the Wild Atlantic Way and Cork is strongly represented in both the Wild Atlantic Way and Ireland's Ancient East.
I have referred the Deputy's question to the tourism agencies for further detail on the development and marketing of the region as part of these experience brands. Please contact my private office if you do not hear from them within ten working days.
