Dáil Éireann Debate, Thursday - 8 September 2022
490. Deputy Carol Nolan asked the Minister for Tourism, Culture, Arts, Gaeltacht, Sport and Media the policy measures that she is adopting to maintain tourism investment to support the marketing of Ireland through sustainability, digitisation, careers and skills and business support; and if she will make a statement on the matter. [42953/22]
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 which have assisted strategic vulnerable tourism businesses to survive and has helped to drive the sustainable recovery of the sector. The additional 2022 funding also includes a €35 million increase to the Tourism Marketing Fund, to support the delivery of a marketing strategy to help restore inbound tourism to Ireland. This increase also includes €5 million to begin preparations on the Programme for Government commitment to deliver a themed year project, The Invitation, aimed at stimulating additional demand.
As part of its marketing strategy, Tourism Ireland has established a recovery framework which is 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 ramp up its campaigns in key international markets.
In respect of domestic marketing, Fáilte Ireland’s "Keep Discovering" campaign continues to encourage domestic holidaymakers to take vacations in Ireland, particularly during quieter shoulder seasons. The campaign is designed to both inspire visitors to travel and then offer world-class tourism regions and destinations in Ireland to visit and experience.
Recruitment continues to be a significant challenge for the tourism sector, with up to two-thirds of businesses reporting reduced capacity due to staff shortages. My Department, along with Fáilte Ireland, continues to collaborate with industry and other Government Departments to ensure that there is a coordinated approach to addressing the labour and skills shortages.
In that regard, Fáilte Ireland has established a number of new initiatives to support the industry’s recruitment and retention efforts following the re-opening of the sector after the pandemic. In 2023, our focus will be on continuing to build on this important work through a range of innovative initiatives to support industry in the recruitment, retention and upskilling of staff across the sector to help drive ongoing recovery.
Through its 'Digital that Delivers' investment programme, Fáilte Ireland will also be in a position to support the digitalisation of tourism businesses to grow their business in a sustainable manner, consistent with modern consumer preferences.
In October 2021 a report was submitted to Government, developed by the Sustainable Tourism Working Group under the aegis of my Department, which identifies a suite of actions that will promote sustainable tourism practices which can be implemented in the short term. The actions identified in this interim action plan aim to establish new research methods which will increase the level of evidence available and form a clear narrative for communicating about the sustainability agenda to build a better understanding and awareness among tourism stakeholders and the general public. The successful implementation of these actions will also ensure that sustainability is taken into account in policy development, business planning by the agencies and industry as well as in destination management and promotional activity.
With regard to longer term tourism policy measures, my Department has initiated the development of a new national 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. From a policy perspective there is a need to look even further, beyond the challenges that have been brought upon by the impact of the COVID-19 crisis, to ensure the long term shift towards greener and more sustainable tourism development. The development of this new national tourism policy will build upon the work undertaken by the Sustainable Tourism Working Group and also be consistent with our sectoral climate change targets and commitments. This policy commitment will seek to deliver on Ireland’s ambition to be among the world-leaders in sustainable tourism practices from not only an environmental but also a social and economic perspective.
