Dáil Éireann Debate, Tuesday - 12 July 2022
365. Deputy Aindrias Moynihan asked the Minister for Tourism, Culture, Arts, Gaeltacht, Sport and Media the steps that her Department is taking to mitigate the impacts of Brexit and Covid restrictions on the tourism sector; the steps that he is taking to address the drop in UK visitor numbers in 2021 and 2022; and if she will make a statement on the matter. [37738/22]
View answerAs 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. This total sum of €288.5 million represents 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. Due to the devastating impact of COVID-19, the full effects of Brexit on our tourism sector may not become apparent for some time.
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 is being invested in the programme in 2022, allowing Tourism Ireland to ramp up its campaigns in key international markets. The UK is a very important market for tourism to the island of Ireland, delivering 42% of all overseas visitors and around 25% of all overseas tourism revenue in 2019.
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 unveiled plans in early 2022 to support a sustained and sustainable recovery of the tourism industry this year. The plans include a doubling of domestic marketing investment to €10 million to drive domestic demand including short breaks all year round. The agency is providing further investment in the digital presence of tourism businesses, including enhancing the digital capabilities of over 400 tourism businesses through Fáilte Ireland’s "Digital that Delivers" programme.
Fáilte Ireland is also focusing on staffing and skills issues in the tourism and hospitality sector, including the first-ever Excellent Employer Programme. The agency will assist businesses in their immediate recruitment efforts and help them to commit to driving long-term change, to making the industry an appealing and rewarding workplace that can attract and retain talent.
Fáilte Ireland will continue its investment in new and enhanced "best in class" visitor experiences. Projects that will open between now and 2025 will be dispersed throughout the country and will help drive visitor growth with a strong focus on the outdoors. This will be complemented by a strong network of festivals and events.
A Tourism Recovery Taskforce was established in May 2020 and it adopted a Tourism Recovery Plan with recommendations on how best the Irish tourism sector could adapt and recover in the changed tourism environment. Later that year, I appointed a Recovery Oversight Group to oversee the implementation of this plan. This group has reported regularly to me and has provided valuable inputs to the Government on the measures required to assist the sector.
The Recovery Oversight Group is continuing its work and will report to me with updates on implementation of the Tourism Recovery Plan and recovery in the sector more generally.
Looking to the longer term, my Department has initiated the development of a sustainable tourism policy. The development of this new policy will involve consultation with the tourism industry and with communities to help set out a path for the coming years which will support sustainable recovery and growth in the sector.
