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Tourism Promotion

Dáil Éireann Debate, Thursday - 24 February 2022

Thursday, 24 February 2022

Questions (59)

Holly Cairns


59. Deputy Holly Cairns asked the Minister for Tourism, Culture, Arts, Gaeltacht, Sport and Media the steps she is taking to promote the Irish tourism and hospitality sector in 2022. [10091/22]

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Written answers (Question to Tourism)

As the Deputy is aware, the tourism sector has been severely impacted by the COVID-19 pandemic so I was therefore pleased to secure a record level of funding for tourism in Budget 2022: €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.

As part of its marketing strategy, Tourism Ireland has established a recovery framework which will be underpinned by an extensive programme of promotional activity throughout 2022. The organisation has a flexible, three-phase plan to RESTART, REBUILD and ultimately REDESIGN demand. Over €80 million will be invested in the programme in 2022, which will allow Tourism Ireland to up weight its campaigns in key international markets.

Tourism Ireland’s Green Button campaign will continue to drive demand throughout 2022, with its largest-ever TV campaign running in our top four markets – Great Britain, the United States, Germany and France. This campaign will also be expanded in Spain, Italy, the Netherlands, Belgium, the Nordic countries, Switzerland, Austria, Canada and the UAE.

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.

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.

Fáilte Ireland are doubling their domestic marketing investment in 2020 to €10 million to drive domestic demand including short breaks all year round. In that regard, they have embarked on extensive marketing and communications campaigns, including their "Keep Discovering" campaign, which continue to encourage domestic holidaymakers to take vacations in Ireland, particularly during quieter shoulder seasons.

Fáilte Ireland will also deliver four new Regional Tourism Strategies, setting out a 10-year vision and 5-year action plan for each region, and aim to ensure tourism businesses are visible, searchable and most importantly bookable through its Digital that Delivers programme. The agency has also provided a Keep Discovering Marketing Toolkit on their website which offers free marketing tools, templates, helpful guides and curated images to assist tourism businesses in attracting more visitors.

Fáilte Ireland also remains focused on helping businesses to promote Ireland as an international destination and continues to assist Irish tourism attractions and activities across the country to try to influence the travel itineraries of tour operators and Destination Management Companies for 2022 and beyond.

I can assure the Deputy that I am continuing to work closely with the sector on recovery. The Tourism Recovery Oversight Group, which I appointed in 2020, continue to oversee the implementation of the Tourism Recovery Plan and monitor the sector’s recovery more generally. This Group report to me on a regular basis and its work will inform future policy considerations as I continue to work alongside my Government colleagues to support the tourism sector over the coming year and beyond.

Question No. 60 answered with Question No. 27.
Question No. 61 answered with Question No. 6.