Dáil Éireann Debate, Thursday - 15 February 2024
224. Deputy Bernard J. Durkan asked the Minister for Tourism, Culture, Arts, Gaeltacht, Sport and Media the extent to which Ireland's traditional culture of welcome, friendship and support continues notwithstanding worldwide threats; and if she will make a statement on the matter. [7365/24]
View answerAs the Deputy rightly notes, Ireland has long held a reputation for the warmth of its welcome to visitors. The famous céad míle fáilte that awaits visitors to Ireland, combined with the beauty of our landscape and the richness of our culture, are enduring strengths and have been instrumental in making tourism one of our most important economic sectors.
Our hospitality is a really important component of the holiday experience in Ireland for our overseas visitors and a key promotional theme for Tourism Ireland in all of our overseas markets. This year, Tourism Ireland’s Fill your heart with Ireland campaign is set to be expanded, with content focused on passion points such as built heritage, adventure, views and landscapes and enhanced Wild Atlantic Way content in support of its 10th anniversary.
All tourists are welcome no matter where they come from or how long they stay. However, the best way to deliver sustainable growth is by taking a strategic approach when exploring new marketing opportunities. Tourism Ireland will focus on tourists with ‘value adding tourism traits’ i.e., those with funds to travel, who prize memorable experiences and tend to travel around regions and across seasons. This approach is in line with the strategic direction of the new tourism policy framework that is being developed by my Department and due to be published in the Spring.
Tourism Ireland continue to leverage the motivators to travel to Ireland and the opportunities presented by key events and global opportunities. Tourism Ireland will continue to encourage regional spread and build seasonal landmark moments. Activities include promotions around St Brigid’s Day, a St Patrick’s Day campaign and a significant investment in the Home of Halloween campaign. In addition, Tourism Ireland will ensure that messaging appropriately and increasingly reflects the diverse and ever-changing variety of visitors to the island of Ireland.
While tourism faces many challenges, I am confident that our traditional virtues of support, friendship and welcome towards visitors will continue to be strong as ever and that the sector is well positioned to grow sustainably in the coming years. Our reputation as a destination matters and I am keen to ensure that these traditional virtues remain enduring strengths for the future.
