Paul Connaughton
Ceist:10 Mr. Connaughton asked the Minister for Tourism and Trade if he will give details of the recent Chicago trade show; the number of American buyers who attended; and if he will make a statement on the matter.
Ceisteanna — Questions. Oral Answers. - Chicago Trade Show.
On 11 June 1993 I opened the biggest ever overseas promotion of Irish goods which took place in Chicago under the title "The Look is Ireland". This three-day promotion involved 112 Irish companies from both Northern Ireland and the Republic. Products on display included classic clothing, knitwear, accessories, jewellery, tabletop crystal, home furnishings, giftware and food and drink.
The promotion was attended by 382 buyers in the mid-west region of the United States, representing department stores, speciality independent stores, mail order catalogues and premium gift buyers. An Bord Tráchtála is confident that the sales target for the event of IR£5 million within 12 months will be exceeded. In addition to immediate sales, the promotion is expected to boost Irish consumer product sales right up to American Thanksgiving Day and Christmas.
"The Look is Ireland" was organised jointly by An Bord Tráchtála and the Industrial Development Board for Northern Ireland and is supported by the International Fund for Ireland. Of the companies taking part, 87 were from the Republic and 25 were from Northern Ireland. A British junior minister, the Earl of Arran, was also present for part of the event.
"The Look is Ireland" show was based in the Embassy Suites Hotel in Deerfield just outside Chicago. Several floors of the hotel were transformed into an extended Irish shopping mall with individual shop-fronts and a showroom for each participant — all designed and built in Ireland. The hotel featured Irish cusine, music and entertainment throughout the promotion.
Does the Minister have any plans to hold similar promotions in America? Would he agree that we are inclined to over-concentrate our efforts on the east and northern parts of the USA rather than the southern and western states where I believe there are very good possibilities for Ireland?
I agree that there has been an over-concentration on the east coast of America during the past number of years. We have concentrated on this area for the very good reason that we can sell our products there much more efficiently and speedily. The holding of the exhibition in Chicago recognised this fact. It has not yet been decided whether a similar event will be organised next year on a North-South basis, but I hope it will. The venue of the exhibition will be decided at the time. An Bord Tráchtála will be placing increased emphasis on the mid-west and western parts of the United States for the very good reasons outlined by the Deputy.
Will the Minister confirm that our export trade to America is worth in the region of £13 million? Does he accept that this is relatively low, in view of the perception that we enjoy a huge advantage because of our numerous contacts? Is it the Government's intention to put in place measures to increase our exports to America?
I do not have to hand the figure of our total exports to the United States but the US is our second largest market after the European Community. The United States enjoys a trade surplus with us as we import more from the US than we export to them. This market is now under active consideration. We hope that the 112 companies, 87 from the South and 25 from Northern Ireland, which participated in the trade show will do increased business with the US. In the main these are small companies employing a few people but from speaking to them I learnt that seven years ago the majority of them did not exist, and those that existed employed only one or two, whereas now they employ between 20 and 30 people each. There has been an increase in this area.
These promotions are a very good idea, particularly the cross-Border participation because it is better that Ireland is not competing with itself at international trade shows. How are companies in the Republic selected to participate in a trade show? Is it open to everybody to be considered for selection or are only the larger companies in the sector considered? What is the cost of the promotion? Is this fully covered by the Department or agencies under its aegis or do the participating companies make a contribution?
Most of the participating companies were very small. An Bord Tráchtála contacted as many small companies as possible and invited them to participate. The companies have to bear a certain proportion of the costs themselves — I do not have the details of the individual cost for each company. As most of the companies are small, they would be assessed on the same basis.
The cost of the promotion was met by the International Fund for Ireland, the Industrial Development Board for Northern Ireland and An Bord Tráchtála. I do not have the figure of the net cost to An Bord Tráchtála. The major cost will be met from the International Fund for Ireland which was very anxious that we would have an Ireland show abroad. As the Deputy rightly pointed out, we are creating a brand image of Ireland and this creates a showpiece for the progress we have made in economic co-operation and will have an impact on larger political questions.