Dáil Éireann Debate, Thursday - 13 July 2023
399. Deputy Bernard J. Durkan asked the Minister for Tourism, Culture, Arts, Gaeltacht, Sport and Media the extent to which her Department continues to work with all relevant Departments and agencies to assist in the promotion of Ireland as an attractive location for tourism. [24621/23]
View answer400. Deputy Bernard J. Durkan asked the Minister for Tourism, Culture, Arts, Gaeltacht, Sport and Media as referred to in her Department's Strategy Statement 2021-2023, if she continues to make efforts to work with all relevant Departments and agencies to assist in the promotion of Ireland as an attractive location for tourism. [24994/23]
View answerI propose to take Questions Nos. 399 and 400 together.
The Government is committed to the ongoing development of a vibrant and competitive tourism sector that makes a significant contribution across the country, is economically, socially and environmentally sustainable, helps promote a positive image of Ireland overseas, and enables local communities to prosper.
My officials, in conjunction with the tourism agencies, ensure the provision of tourism input into key strategic Government policies in order to advocate and champion the strategic importance of the tourism sector and ensure the recognition of tourism issues in broader Governmental plans.
The PEACE PLUS programme presents an excellent opportunity to deliver North-South co-operation projects in the border counties and tourism is one of the investment areas identified under the programme. Since 2019, my officials have been engaging with their counterparts in the Department for the Economy in Northern Ireland and with the three tourism agencies on the island – Tourism Ireland, Fáilte Ireland and Tourism Northern Ireland - to identify possible tourism initiatives or pipeline projects that may qualify for PEACE PLUS funding.
My Department has also recently had extensive engagement with the Department of the Taoiseach regarding Shared Island funding, with the result that €7.6 million was allocated for a new all-island tourism brand collaboration and marketing initiative, connecting the Causeway Coastal Route and the Wild Atlantic Way in the North West. A Project Team was established in January this year and consists of representatives from my Department and the three tourism agencies. This project will be developed and implemented over the next three years and will build on the international reputations of these two magnificent tourist routes.
A key high level objective in my Department’s Statement of Strategy is investment in tourism marketing which maintains and develops awareness and interest in Ireland as an overseas tourism destination. Tourism Ireland is the organisation responsible for marketing the island of Ireland overseas as a compelling holiday destination. In Budget 2023 I secured additional funding of €15 million for overseas marketing of Ireland. The increased support for overseas marketing this year will allow Tourism Ireland to focus on delivering long-term sustainable demand through its new global campaign – Fill your heart with Ireland. This strategic promotional campaign will raise the awareness of our tourism offering overseas and create a desire to travel from our top markets.
Through its overseas sales missions and work with Team Ireland, Tourism Ireland plays an important role in the Government’s Trade and Investment Strategy and are also directly involved in the Global Ireland Strategy. A priority action under the Trade and Investment Strategy is the Team Ireland Trade Mission Week. Tourism Ireland will build on the plans for the Team Ireland Trade Mission Week this year and take every opportunity to showcase the joy and good natured spirit of the St Patrick’s Day Festival to a whole new audience internationally.
Tourism Ireland’s work overseas supports, and is supported by, other areas within the remit of my Department. For example, the portrayal of culture and sport in Tourism Ireland marketing communications overseas can play an important role in helping potential visitors to envisage and appreciate some of the unique aspects of a holiday on the island of Ireland and recognise the island as a top location for sporting events.
Sport-related tourism has emerged as a very significant element of world tourism, with a multi-million-euro market and a huge potential for countries who position themselves correctly. High profile sporting events such as the UEFA Europa League Final in May 2024 at the Aviva Stadium, the return of The Open to Royal Portrush in 2025, the Ryder Cup at Adare Manor in 2027 and the American college football series provide a unique opportunity to highlight the island of Ireland as a wonderful holiday destination, as well as a top location for sporting events.
Tourism Ireland leverages media attendance at, and coverage of, national and international sporting events to target the ‘best prospect’ audiences in our key markets. These events provide priceless worldwide publicity opportunities.
There is great co-operation between Screen Ireland and Tourism Ireland. Screen storytelling provides new perspectives on Ireland and Irish values for audiences around the world – including potential tourists – and projects an image of the country as a rich and creative place with a unique identity. Seeing Ireland’s beautiful landscapes on screen helps Tourism Ireland to market the country and they often create a ‘behind-the-scenes’ film describing and praising the filming locations. Screen Tourism opportunities are leveraged by Tourism Ireland to shine a spotlight on Ireland as a great holiday destination.
My Department and the tourism agencies will continue to work to identify and exploit the opportunities for convergence between tourism and other sectors.
