Dáil Éireann Debate, Thursday - 5 May 2022
34. Deputy Bernard J. Durkan asked the Minister for Tourism, Culture, Arts, Gaeltacht, Sport and Media the degree to which she expects to utilise Ireland’s culture in the promotion of a positive image at home and abroad which will ultimately benefit the tourism sector throughout the country with particular reference to the promotion of historic houses and ancient sites; and if she will make a statement on the matter. [22132/22]
View answerOur culture is an important component of the holiday experience in Ireland for our overseas visitors and is therefore a key promotional theme for Tourism Ireland around the world. Tourism Ireland’s key audience is the ‘Culturally Curious’ traveller. These are people who have a strong desire and high propensity to travel internationally and who are interested in our rich heritage and culture.
Therefore, our living and historic culture sits at the heart of what is presented and communicated widely across Tourism Ireland’s suite of global marketing communications. Tourism Ireland aims to ensure that visitors understand that they can easily marry opportunities to visit and appreciate our historic sites – pre-Christian, monastic, castles or stately homes – with active involvement in our vibrant living culture through festivals, music, literature, theatre and so on. A number of historic and iconic sites, including Trinity College and the Giant’s Causeway, feature in Tourism Ireland’s global Green Button campaign in overseas markets.
Festivals and events also play a significant part in attracting and holding visitors in particular areas of Ireland at different times of the year. Tourism Ireland works closely with many festivals to provide exposure for them in key markets overseas. The St Patrick’s Festival, Galway 2020, Cork Jazz Festival, and Wexford Festival Opera are just some examples of festivals which have received extensive coverage through Tourism Ireland’s marketing overseas.
Tourism Ireland also work with Culture Ireland to bring the best of Ireland’s artists, writers, poets, musicians and dancers to the attention of enthusiasts and new audiences.
Tourism Ireland's work in the Cultural Space celebrates James Joyce's ‘Ulysses’ which was first published as a complete novel on 2 February 1922. One hundred years later, Tourism Ireland is taking every opportunity to highlight Ulysses100 and Dublin’s literary credentials in its promotional activity around the world. Tourism Ireland’s aim is to encourage potential visitors to come and follow in the footsteps of Leopold Bloom, to explore Dublin and discover some of the city’s cultural and architectural delights.
Tourism Ireland also launched an exciting new giant-screen documentary film called 'Ireland' across the United States in February 2022. Narrated by Liam Neeson, 'Ireland' celebrates our rich history, culture, arts and music, as well as our spectacular scenery. The release of 'Ireland' has played a significant part in the recovery of tourism from the United States this year. 'Ireland' has been seen by millions of people across the United States – helping to inspire them to put the island of Ireland on their holiday wish-list for 2022.
Irish Culture also features prominently throughout Fáilte Ireland’s domestic marketing communications. Taking the past year as an example, the promotion of culture and heritage sites was ongoing in the ‘Keep Discovering’ multi-channel national campaign. All 26 counties featured and had dedicated campaign assets that showcased their cultural attractions and experiences. Some examples include Knowth, Co. Meath; Birr Castle, Co. Offaly; Kylemore Abbey, Co. Galway; National Heritage Park, Wexford; and Kilmainham Gaol, Dublin.
Fáilte Ireland's 'Winter in Dublin' campaign which ran into the new year was created to promote a specially curated programme of cultural events and experiences taking place in the capital throughout the Winter. Flagship events within the campaign - such as TradFest - promoted Irish musical talent at their core.
