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Tourism Promotion

Dáil Éireann Debate, Thursday - 11 November 2021

Thursday, 11 November 2021

Questions (142)

Alan Farrell

Question:

142. Deputy Alan Farrell asked the Minister for Tourism, Culture, Arts, Gaeltacht, Sport and Media if she will detail the enhancement of international marketing of Ireland as a tourist destination; and if she will make a statement on the matter. [55214/21]

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Written answers

As the Deputy is aware, the inbound tourism market has been severely impacted by the COVID-19 pandemic. While our domestic tourism market has helped sustain the industry, it now needs international visitors to return in significant numbers in order to facilitate a meaningful recovery. Since the easing of restrictions on the 19th of July overseas visitors have started to return to our shores but at a much lower level than prior to the pandemic.

Last year, a Tourism Recovery Taskforce was put in place to prepare a Tourism Recovery Plan with recommendations on how best the Irish Tourism sector can adapt and recover in a changed tourism environment as a result of the crisis.  One of its recommendations was an increase in the overseas Tourism Marketing Fund to help protect Ireland's existing brand position and kick-start the recovery in inbound tourism.

In the recently announced Budget 2022, I was happy to secure additional resources to support tourism next year, including a substantial €35 million increase in our overseas marketing fund and a provision of €50 million for further business continuity supports for tourism businesses. 

The competition globally to attract tourism will be more challenging than ever and I am more than confident that Tourism Ireland is equally equipped for and up for the challenge. To this end Tourism Ireland has started to ‘roll out the green carpet’ and welcome back our international visitors as they work to encourage as many overseas holidaymakers as possible to book Ireland for their next holiday destination. The concept revolves around creating a commitment to travel, by ‘pressing the Green Button’; green being the universal colour of ‘go’ and instinctively connected with the island of Ireland. I was happy to help Tourism Ireland launch this new campaign in both the UK and the United States recently when I travelled to both markets to engage with our industry partners to reassure them that Ireland was open and waiting to welcome back visitors.

Last week I attended World Travel Market in London and saw first-hand the excellent work undertaken by Tourism Ireland in highlighting Ireland’s world-class tourism experience to international tour operators. There is increasing recognition that tourism growth must be sustainable, as well as being consistent with our sectoral climate change targets and commitments. In that regard, I know that Tourism Ireland will be working towards the longer term goal of ensuring that we are successfully marketed as a sustainable tourism destination.

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