Dáil Éireann Debate, Thursday - 24 February 2022
249. Deputy Bernard J. Durkan asked the Minister for Tourism, Culture, Arts, Gaeltacht, Sport and Media the extent to which she and her Department propose to support and promote the tourism sector at home and abroad in 2022; and if she will make a statement on the matter. [10752/22]
View answerAs the Deputy is aware, the tourism sector has been severely impacted by the COVID-19 pandemic so I was pleased to secure a record level of funding for tourism in Budget 2022 of €288.5 million in total, an increase of €67.5 million over the 2021 allocation. The allocation includes €50 million for business continuity supports and a €35 million increase to the Tourism Marketing Fund to support the delivery of a marketing strategy to help restore inbound tourism to Ireland.
With regard to the Tourism Business Continuity Programme, this funding will be allocated to assist strategic tourism businesses to recover in 2022. The Strategic Tourism Transport Business Continuity Scheme opened for applications on 11th January and closed on 8th February. The Strategic Ireland Based Inbound Agents Tourism Business Continuity Scheme opened for applications on 12th January and closed on 9th February. The Attractions and Activity Tourism Operators Business Continuity Scheme will launch on 8th March with the Tourism Accommodation Providers Business Continuity Scheme launching on 9th March.
Tourism Ireland will invest over €80 million in an extensive programme of promotional activity in key international markets throughout 2022. Its Green Button campaign will drive demand throughout the year, with its largest-ever TV campaign running in our top four markets, namely Great Britain, the United States, Germany and France.
Tourism Ireland will continue to work with airlines and ferry companies through a programme of jointly funded marketing initiatives to support the restoration of air and sea access routes which are so vital for tourism’s return to growth.
St Patrick’s Day offers a unique opportunity to promote the island of Ireland around the world and once again this year, hundreds of iconic landmarks and buildings around the world will take part in Tourism Ireland’s Global Greening initiative. This year’s programme will include a new campaign, The Green Button Festival.
Tourism Ireland will also leverage the tourism opportunities presented by a number of key events and global opportunities. These opportunities include "The Aer Lingus College Football Classic", which takes place in Dublin in August.
As part of its ongoing efforts to drive domestic demand in Ireland, Fáilte Ireland is investing approximately €10 million in domestic marketing in 2022, which is a doubling of its investment in this regard. Fáilte Ireland’s consumer research indicates very positive feedback for its Keep Discovering marketing campaign, which is being channelled through TV, Digital, Radio and Press to encourage people to take additional short breaks in all parts of the country. The marketing campaign is designed to both inspire visitors to travel and then offer world-class tourism regions and destinations in Ireland to visit and experience.
Fáilte Ireland is also using its sponsorship of RTÉ Weather as a platform to promote its Keep Discovering campaign. This platform serves as a means to remind viewers of opportunities to take short breaks, such as bank holidays, festivals and events.
I am continuing to work closely with industry representatives, the Tourism Recovery Oversight Group and with Fáilte Ireland and Tourism Ireland, in supporting the sector through these difficult times and to ensure its sustainable recovery.
